Focus on Increased Traffic Over Conversions
DIY Sprocket Solutions
In marketing, it’s easy to find people stressing the importance of conversions. Most B2B marketers will name lead generation as a main strategy. But, should you be optimizing your website and marketing only for conversions? What about the importance of increasing traffic?
Traffic leads to conversions. The bottom line is that the higher the traffic, the higher the conversions will be in the end anyway. This takes serious time to grow in a way that is sustainable. Even if only 1 in 100 people are converting, the higher your traffic is the higher the conversions will be. Increased traffic means a growth in brand awareness. Heavy traffic gets your name out there. Brand awareness translates into trust.
Consider the Facebook ads that pop up in your news feed. How many times have you seen an ad with a product that interests you, but you’ve never heard of the company and you’re left wondering if it’s legitimate? You take to Google to search other people’s experiences with the company to see if it’s the real deal. Increased traffic leads to increased brand awareness and recognition which promotes trust in your company. This leads to conversions.
Increased traffic can also help you to improve your own marketing practices. The more traffic your company receives, the more information you have to track. You can use analytics to see what pages on your site people are visiting. What pages on your site people aren’t visiting. Which information is being reviewed and which information is being ignored. Are people interested enough to visit, but they don’t purchase or engage? That tells you something about the way you’re promoting information on your site.
Use increased traffic to develop new goals and strategies around visitors to your site. The main point here is that, even though conversions are important, this doesn’t need to be the main goal of your marketing strategy. Increased traffic is a very valuable result in itself. If you are considering the benefits of increased traffic, you’ll realize the asset that social media marketing really is for your business. Maybe people aren’t buying, but you are now a part of the community and the conversation in a way that you would be missing out on if you weren’t featured on social media. This is a bonus in itself.
What are your thoughts on focusing on traffic over conversions? What’s the better strategy? Comment below!