For years, web marketers spent a lot of time driving traffic and visitors to websites in hopes that some of that this traffic would lead to conversions (or leads, sales, etc). So much emphasis has been put on traffic that many new webmasters thought that the more visitors they could get to their websites the more successful they would be. But a run-in with reality (and the change of economic times) changes that perception really quickly.
While visitor levels to a website is important – highly targeted visitor levels is and should be more important – the real sign of success with your search engine marketing and online marketing efforts is the ROI or return on investment. I’d much rather have a low-trafficked website making a profit than a high-trafficked website floundering in the red.
So how do you get there? To a positive ROI? Does it involve building visitors and testing?
Well, search engine marketing is the key to success for any website. But not all search engine marketing is equal. Instead of focusing on attracting raw traffic numbers, you should focus on getting targeted traffic to your website and determine what one visitor is worth to you. Furthermore, put a dollar amount on one visitor that converts – a sale or a lead that you close into a sale. When you can determine what a conversion is worth to you then you can determine how much you are willing to pay to get that conversion. After that, it’s all strategy. Focus on the ROI, not the traffic. Also another important take away here is test, test and re-test. Once you are achieving a good return at a small visitor level, then slowly build the results to increase your sales and lead volume, while keeping your ROI in line.
Believe me, this is easier said, then done, but with the right approach, patience and an open mind you can achieve excellent ROI from your search marketing efforts over time…hopefully this post has helped you just a little bit!