How to find your perfect traffic
This month’s marketing article starts at the front end of the scale with traffic. Without traffic, we wouldn’t have anyone to show our products or services off to, so how would they know you exist?
A lot of businesses come to me saying they have a traffic problem and that they’re just not getting what they we’re hoping for from their ‘Google AdWords guy’ or ‘Facebook ads’ guy. But this is the problem. There’s more to traffic than just placing adverts on Google, Facebook and Twitter etc.
First you need to understand the fundamentals of how easy it is to find traffic with the right know how.
Firstly, it’s important to understand the concept of “flocks”.
A “flock” is just a cool term I use to refer to groups of people who gather in certain areas of the internet. These flocks of people all have something in common and a common place to gather online. This can make it super easy to find your target audience online without the use of traditional media and advertising platforms.
These flocks are all gathering based on similar interests. Let’s make an example here. Mums could be considered a flock. The one thing mums have in common with each other is, well, they’re mums. They gather in corners of the internet based on this particular common interest. Now, say for example I was selling a revolutionary new baby pushchair product. Who is my primary target audience? Do you see where I’m going with this? Before I go placing adverts on Google or Facebook, I should really be focusing on finding the place that my primary target audience are flocking to everyday. There will be tons of forums online dedicated to mums and childcare. These are perfect places to find my perfect customers.
- Identifying your target audience.
Even before you head off to find the flocks of people who you might wish to target your ads towards, you need to look really carefully at who you are wanting to find specifically.
A lot of the times, when I ask my clients who their target audience are I get answers like, “They are male, between 28 and 45 years old and married”. There’s a problem with this though.
In the digital information filled world we are in today, there is now far more information that we can pull up on our target audience than this.
The internet has way more information on each of us than we’d like to think, and although that’s slightly concerning at times, the benefits it provides to businesses looking to grow online are paramount.
Now you can target your audiences based on anything from the car they drive, their favourite brand of soft drink and even their musical tastes.
Super clever businesses know how to use this information to get inside the heads of their perfect customers and make educated judgments on the likely places these people are going to flock to on the internet.
Say for example you sell football boots online. Try to focus on what your current customers are interested in. Talk to them and find the common themes. What videos are they watching on YouTube? What are they searching for online? What magazines do they read? What forums do they flock to?
Interview your current customers and find the common themes, these are the people you need to really understand because they are the people who have already purchased from you.
You can also find granular data about your current customers from platforms like Facebook using their audience insights feature. This will tell you hugely in-depth details about the people who like your Facebook page including things such as their income, spending habits and even their choice of mobile phone.
- Where are your flocks gathering?
Think about your ideal customers in detail and remember that these are real people. Don’t just think of them as faceless numbers to target your ads towards. You need to look at their real behaviours to truly understand where they flock to. If I’m going to be targeting ‘mums’ it’s easy to just assume they will be flocking to online forums and Facebook groups based around mothering. You need to think further outside the box than this. What else do your target customers share in common? Might they be members of Weight Watchers? Who are they following on Instagram? What magazines are they buying at the supermarket? What problems do they have that they are searching for on Google? These are the kind of questions you need to be able to answer to get a full understanding of who your target customers are and what will attract them to you.
Finding traffic online can really be as simple as answering these questions. Most marketers make it over complicated.
I like to think of the internet as a school playground contains different small flocks of people with similar interests. One of these might contains your perfect customers. A typical playground might contain a flock of kids who are into card games, a flock of kids who are into sports and a flock of kids who are into math club. Once you learn to attract them to you, you can start to learn more about them. Who else are they hanging out with before and after school? Might these people be targets also? Who else do they know that’s interested?
The more you look the more you uncover. You might discover a website that these flocks frequent. Great! You’re going to want to take out some ads there and direct them back to your website. As an entrepreneur and leader of your business, it’s your job to go and find these flocks and learn everything about them.
- How do you divert someone’s attention once you’ve found them?
If I was on my favourite website – say a Ferrari owner’s club forum, how would you distract my attention from what I’m looking at to get me to come to your site? The process of doing this is something called the interrupt pattern.
Have you ever seen the magazines at the checkout stand at the supermarket? Even if you’re not interested in them, the ones that draw your attention the most utilise the interrupt pattern better than the others. These publications often feature attention grabbing images along with three or four word headlines. These headlines are written to stop almost anyone in their tracks, interrupting your brain patterns and drawing your attention.
Your target audience isn’t looking for your ad, they are checking their favourite website, looking at emails or browsing social media. Your job is to replicate what those publications do at the supermarket checkout isle. You need something catchy enough to draw a person’s attention away from what they were doing and to your website.
When it comes to actually creating your headlines and images I always find it best to go with one theme – curiosity. If you make your headline and image curiosity evoking then you’re sure to interrupt people’s brain patterns. Remember though, it still needs to be relevant to what you’re offering. For example, a headline that says “One of these webpages made 854% more profit!” with an image of someone holding two boards containing two drastically different images of the same web page. One nicely designed, modern looking web page and one retro looking 90’s page with little images and lots of text. I bet you’re wondering which one actually brought in the 854% extra profit now, right?
Once we’ve grabbed someone’s attention we take them to our landing or squeeze pages to convert into our list. I’ll go over some tricks and tactics to achieving these conversions in future growth hacks.
Understanding the strategies behind how to find your perfect traffic and how to attract your perfect traffic are your jobs as an entrepreneur. You don’t need to know the tricks and tactics of the ad platforms to do this, it’s actually counterproductive.
Let’s take for example a football club manager. The manager of the club is not expected to scout new players, rehabilitate injured players or train the goalkeeper. The manager doesn’t need to know how to do these things to manage a successful football club. Instead he understands the people he needs to get those jobs done to put it all into place. If the manager did those roles by himself he would never have the time to focus on his core role.
As this growth pack is aimed at business owners like yourself, I’m not going to dive into the intrinsic details and tactics on how to set up Facebook or Google ads. Instead I’m going to focus on the strategy behind what needs to be done across all platforms to make traffic work. It’s your job as an entrepreneur to have your team execute these strategies.
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