We recently witnessed a conference with one of the greatest exponents of SEO worldwide. Basically the whole presentation was about how your brand could drive more traffic to your site. It is logical to say that this guru has millions of followers globally and there are many brands and marketing executives who follow his advice and buy his products and advice trying to bring more people to his site. The tips in the presentation work and are applicable to many types of brand, however the question we should be asking ourselves is not whether they work or not … but why do you want to bring more traffic to your site? Switzerland Business Phone List Because it has to be said … according to Hubspot it is the No. 1 challenge for brands. Most brands will respond: to have more visibility or to achieve more sales. To which we would have to answer them … and would that really happen? In fact, if ten thousand people visited your site today, would you have more clients tomorrow? The answer is that in most cases this would not be the case. And it wouldn’t happen because traffic per se grants absolutely nothing. Does more traffic bring more leads? It is true that the more traffic, the greater the opportunity for our content to be seen … and our services and products to be exposed, but given that fact, we would have to question: Is our content attractive enough to make visitors take the time to read or view it? Are they really so compelling that once that happened, you get readers to subscribe via a lead capture form?
The reality is that most of the time not … and this is because brands love to do branded content and not content marketing . In other words … brands like it and are convinced that they should talk about themselves … and that is NOT in the users’ interest. But brands think that making this type of content, focused on the user and not on them or their products or services does not generate sales … and they are right … they do not do it immediately … What happens then is that the brands or their directors brand newcomers decide not to do it and thereby lose any opportunity to do something great in the medium term. Avant-garde marketers know that user-focused content with outstanding quality creates emotional bonds … and unlike content that only talks about the brand, it generates subscribers and therefore leads that can be tracked later through e-mail marketing. This is content marketing. It is about betting on the medium-term vision and not on the short-term perspective. The second belief is that the greater the number of visitors, the greater the sales, but … does it happen like this?The answer is again NO; And this is because what triggers a sale is not the visit to a site, but a combination of many factors such as. In fact, statistically and according to Marketo , 96% of the people who leave their data on a site are NOT ready to buy. The correct way is to obtain the visitor’s data and follow up later, preferably via email marketing … but did you know that 8 out of 10 leads NEVER buy anything because they never received follow-up? So no.
Traffic per se is a whim. On its own, it is a useless measure for business purposes; However, it looks very good in marketing reports that are presented to managers or reports that agencies give to brands … which leads us to reflect , are we measuring what we should measure or are we only filling out reports that look good? Content marketing can generate reputation , Switzerland Business Phone List awareness, subscribers, leads, loyalty and, consequently, sales… but we cannot measure content marketing exclusively by sales … because we go back to thinking only about the brand and not about the user. When we make extraordinary content designed for the user and for an ultra-specific market, we become THE REFERENCE of the subject for that market; traffic then becomes a consequence and not an end … without having to resort to listicles or SEO tricks that “carry massive traffic”. What to do before looking for tricks to get more traffic to your site? To be wildly different . Have a differentiated and highly specialized product or service for a specific group and then create content accordingly.