Not All Website Traffic Is the Same
The experts will sell you on a single metric instead of a complete marketing plan. Instead, your bottom line will benefit if you focus on your customer’s journey. This idea may sound odd.
Let’s take it one step at a time. How do I know? Because I’ve been in internet marketing, for large marketing companies, and small, for 28 years.
Do Not Focus on Page Hits
The number of visitors to a website is useless unless it is paired with a purpose and goal. For example, if you have a million visitors, but none of them buy anything, then those visitors aren’t helping you out. Instead, many of them may be leaving after only a few seconds on the landing page.
This situation will hurt your search engine optimization (SEO) with an abysmal bounce rate.
Here are a few other important reasons why you shouldn’t just focus on website traffic.
- Focusing on traffic alone ignores the quality of the visitors, i.e., are they valuable?
- Focusing on traffic alone can hurt your SEO via increased bounce rate
- Focusing on traffic alone wastes time that should be spent on finding your target demographic
Focus on who visits your site. If everyone is “just browsing,” then you aren’t making money. These people make up “traffic.”
You don’t want traffic. Instead, you need to target demographic that will provide you with website visitors that are ready and willing to buy your product or service.
Targeted demographics are the key to increased sales because they are usually knowledgeable about the product you are selling or the problem that they are having.
An educated audience means that they are more willing to be convinced by your ad copy that you have the solution for them. Think about your conversion to buyer ratio.
The more conversions you have, the more buyers you have. Each individual buyer will have an associated lifetime value or total potential buying power over time.
The more conversions you get with a specific target demographic, the more total potential value your business will have.
You Determine Your Target Demographic & Target Audience
A target demographic is simply the people or businesses that are most likely going to buy your products or services.
For example, if you are selling winter jackets, you are most likely going to have a target demographic that lives in cold regions. You shouldn’t want lots of traffic from tropical islands.
Further, if you are selling high-end kitchen gadgets, then you are most likely going to have a target demographic that enjoys cooking, is willing to spend money on high-end goods, and likes technology.
Developing a target demographic is a primary need for any digital storefront
If you are willing to spend money on advertising or building a website theme, then you should make sure that it’s all being done with the right audience in mind.
In other words, don’t speak Klingon if you know your audience only speaks Vulcan.