All Traffic Is NOT Created Equal
In my experience... the traffic you get from Social Media sites does not convert well at all. Social Media is a massive time sink that takes a long time to build relationships and has terrible ROI.
You can't scale Social Media campaigns effectively because it's hard to outsource tasks. The type networking you need to do, to build trust, is very hard to outsource (Are you really going to hire someone in the Philippines, that you never met, to be the mouth of your company online?)
Most people are not doing the proper analytics to track the true value of their social media traffic.
- I hear people judging the success of a video based on the number of views.... how many people actually clicked through to your site or took another action?
- So you get some people from Twitter to sign-up for your list by offering a freebie... have you tracked their actions after that?
- You get Stumbled and a ton of StumbleUpon users hit your site... how many people click on an ad?
At this point for me.... 80% of my conversions are coming from 20% of my visitors (organic search and ppc traffic). I get a FAR better ROI focusing on this segment.
Now I understand the "diversify" and "don't rely on one source of traffic" mindset. And you can't ignore the number of people on facebook, twitter, linked-in, etc. I just don't like how the new set of "Gurus" is focused on traffic numbers and not conversion goals.
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