The internet at times can seem like an overwhelming place.
Social media, website design, mobile apps, cloud computing, email marketing, online advertising, the list goes on. The amount of options and directions you can take are incredible. I’m here today to show you a different way of looking at it in an attempt to alleviate some of your anxiety about entering the online marketplace.
At its core internet marketing is about 2 things: Traffic and Conversions.
Today we’re going to go over each of these things in detail, so even the internet newbie can begin speaking the digital marketer
Traffic is what the internet marketer thrives on. In its most simple of terms, traffic means the amount
of people visiting your site. As crude as it might be to think of your visitors as faceless entities, the internet is a numbers game. Get as many people to visit your site as possible and you’re almost guaranteed a certain percentage of them will do what you want.
Traffic can be further broken down into two categories: unique visitors and returning visitors.
- Unique Visitors: Think first time customers to your store. These are the folks who are visiting your website for the first time.
- Returning Visitors: These are the regulars. The people who have visited your site before, liked what they saw and have come back for more.
While internet marketers will argue about which one is better, both kinds of traffic to your site are important. Get a lot of people visiting your site and you’ll be very successful.
But How do I Drive Traffic to my Site?
So now that you know traffic is good, you might be asking “OK I know this traffic stuff is going to help me, but how do i GET it?”
Do you have a while?
Here’s the truth. That question is the foundation of internet marketing, and would take a heck of a lot more than one blog post to explain. So what I’m going to do today is outline the 4 basic kinds of traffic so you begin to familiarize yourself with each.
- Organic Traffic: you might have heard someone mention “organic traffic” in your travels and wondered “what the heck is that?” Well I’m here to tell you that the concept is pretty easy. Organic traffic simply means the amount of people that found your site through the search engines – the major two being Google and Bing. For example, if I typed in “best Italian restaurant” into Google and clicked on a link to your website.
- Paid Traffic: Completely opposite to free Organic Traffic, paid traffic is visitors that arrive at your site due to clicking on an advertisement for your business. There are countless ways to do this but some include Google Adwords, Banner Advertisements, Facebook Ads, etc.
- Referral Traffic: Often perceived as the second best kind of traffic (after organic) referral traffic means visitors that arrive on your site after clicking a referral link somewhere else on the internet. This could be through social media, other blogs, emails, etc.
- Direct Traffic: This simply means the amount of visitors that have arrived at your site by typing your exact url. For example in order for someone to land directly on this website they would need to type in www.smallbusinesssanctuary.com
So now that we’ve gone over the basics of getting people to your site, let’s talk about getting them to do something when they get there.
Conversions are simple. They mean the amount of people who take a desirable action on your site. Still sound complicated? Think of it this way:
If your goal is for people to come to your site and purchase a hat, and 1 in 10 people that visit take that action. Your conversion rate is 10% (1 out of 10).
A conversion doesn’t always have to be a sale however, it can be something simpler like giving you their email, “liking” your Facebook page or signing up for a newsletter.
Whatever the goal may be, your mission as an internet marketer is to get as many people as possible to take the desirable action. Just like driving traffic, increasing conversions can be done in thousands of different ways. Their are numerous blogs dedicated specifically to this topic, and quite frankly will likely do a better job of it than myself.
But that wasn’t my goal of this article.
My goal was to get you familiar with the language and the underlying motivations for any action taken in an internet marketing campaign.
So no matter how complicated things get from here on out, just remember at its core, internet marketing is really about two simple things: Traffic and Conversions
Photo by Chandra Marsono
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