I believe a focus on publishing quality content, that your customers want to read, creates Attention traffic that will lead to Trust traffic for a sale or action. It’s overwhelming to read about new tools, social networks and the most recent b2b service to help your website. So I made this crude drawing to help focus on the reason your business has a website. Sales are the white hot center of your business and web content is your digital strategy.
Home site: Your home site is a long form advertisement for your company woven with a path to a sale or action. Traffic should arrive on specific pages from social sharing links and deliberate publishing channels. Visitors need to see simple navigation options to explore your site on their own terms. Read more
Email newsletter: Your email newsletter should publish content for your “insiders” and not just a repackaged list of blog posts. Every conversation and announcement should start with informing your email subscribers. Always give these readers an opportunity to become brand ambassadors. Read more
Social media: Your social media is important because all of your customers use it. Find the right balance of updates to publish, avoid burnout saturation and sometimes select reader’s updates to mention with #XYZfriends only if you feel it to be relevant for the brand or Brand ambassador loyalty. Read more
Brand ambassadors: They will be the press journalism you need to sell more products if you can provide them reasons to care about the brand. Make products they want and love. Give them personal attention for word-of-mouth marketing and special features to have credit for using or owning your products. Read more
Summary: Only growing targeted traffic sounds obvious, but it takes longer to accomplish and many businesses are in a hurry to make a quick sale from purchased lists or other shortcut products. Attention Traffic is from readers enjoying what they see on your Home site, Email newsletter, sharing on Social media sites and Brand ambassadors recommending you. Trust Traffic is what closes the sale using the Sales Trigger event.
