Online Traffic Formula Web Site Relevance and Reversing the Myth
Those who grew up in the media saturated world of the ’70s and ’80s learned a lesson in marketing: “He who yells loudest gets heard”. Unfortunately, it’s a lesson that hasn’t kept up with the times and the more media conscious nature of today’s consumers. Nowadays, “He who yells loudest” is likely to be the source of derision.
What catches modern consumer’s eye is an ever moving target, as the escalation and arms race between ways to insert ads, and the ways to avoid them continues. Television commercials are omnipresent – they used to be zipped past by viewers watching on their VCRs. Now, they’re edited out completely by TiVo and DVRs. On the Internet, pop up ads can be easily blocked; more customers are abandoning hitting web sites because they can get the content delivered by RSS feeds without having to shut down pop over and pop under ads.
One way to get noticed is to have positive consumer voices. Who do you believe when you visit an online business? Do you listen primarily to the description and claims by the marketer, or the reviews by actual consumers? If you are at all like me, you probably read all the reviews and even one negative can totally throw you off.
The downside of trusting your readers is negative reviews. Amazon almost lost two publishing houses over negative reviews, but eventually got them back. Ultimately, a negative review doesn’t hurt you; it’s simply telling the customers what didn’t work about the product for that person. It’s difficult, when you’ve put your heart and soul into a product, to look at a negative review with calm and poise, but the rewards for doing so are very high.
If it is something that you can learn from and make changes, do so, and admit your faults. This will actually be advantageous to your business because it will develop trust through your honesty. When you are feeling attacked, don’t attack back. You just put yourself on their low level. Just remain genuine, relevant, and offer exceptional service.
Another thing not to do is scream for attention. Kids have fits to get attention, but it is negative attention. Don’t throw a fit. It has been proven that the more aggressive you get, the more the consumer distances themselves. Start connecting with your audience. Keep your attention positive. There are many rewards to being relevant. That is what consumers want and need.
Some sites that have proven effective and relevant are Google.com and Amazon.com. People let Google scan their emails for keywords so they can receive more relatable advertising. They are trusted to do this and gaining trust is your entrance into your marketing world to open up vastly.
Sites that have maintained and enhanced their relevance through clever work include Amazon and Google. Amazon, in addition to being the first major retailer to “trust their audience”, also uses their audience’s buying patterns to make recommendations to them. This causes enormous numbers of repeat sales, and the software to do this is now standard on virtually every shopping cart on the planet. Google does it a different way – every search you do is an avenue for them to show you links to something related. Gmail, their email service, shows ads based on keywords in your messages. This allows Google to tailor advertising to subjects relevant and important to the recipient. And notice, Google’s ads don’t shoutor blink, or jump, or cover the actual content. Google’s ads work because they’re relevant to what you’re reading, and that’s a good model to follow which should part of your online traffic formula.
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