So You Don’t Know Anything About Online Marketing And Your Site Has No Traffic. What To Do?

So You Don’t Know Anything About Online Marketing And Your Site Has No Traffic. What To Do?

Show Notes

The title says it all. Today’s conversation starts with a question posted to a Facebook group by someone who said…. to paraphrase… “I’m taking over as internet manager for my company and I know nothing about websites, design, etc. Where do I start?”

Wow! Nothing like getting thrown into the deep end of the pool. So on this episode we throw out a lifeboat and talk about exactly that – where to start.

What’s An “Internet Manager”, Anyway?

Before we even get to the beginning we have to start before the beginning, with what the heck this job title means. It can be interpreted in an IT sense (as in: running the website, making sure it’s functional, dealing with the hosting) or in a marketing sense.

So before anyone can get started doing this job, start by finding out what the job responsibilities are.

Ok, It’s All About Marketing.

Chances are in this context it’s about marketing. Where do we start now?

Well, here’s where not to start: with your website. Or with your social networks. Or with pay per click ads. Or with SEO.

The place to start is to identify your goals because you can’t really see results if you don’t know what results you want to see. Nor can you build a website, create a Facebook or Pinterest account, write an ad or do much of anything if you don’t know why.

Don’t Confuse Metrics With Results!

“I want more website traffic!”

We hear that a lot. But do you really? What’s the point of website traffic if all that traffic doesn’t make you money?

“I want to be on the first page of Google!”

We hear that one a lot, too. But what good is being number one if you’re not generating leads or making sales?

You may see where this is going but it’s too important to leave to chance: the only numbers that matter are the dollar signs. Traffic numbers, Facebook fans, email subscribers… these things only matter insofar as they are bringing home the bacon.

Great, Gimme Some Leads!

Hold your horses… it’s not that simple.

There are short term plays and long term plays. And which you’ll tackle goes back to goals. If you need a quick, short term fix then running some strategically planned advertising can bring in traffic so you’ll have a number to throw at the boss and hopefully a few sales, to boot.

Be careful with your advertising though, and make the most out of it. Always be A/B testing. That means running multiple ads simultaneously, two, three four… more is good but there is such a thing as too many.

And when you test, always test ONE thing at a time. If your ad has an image and a headline and a description, don’t change it all up. Keep the images the same, keep the descriptions the same and just change the headline. Then let a few headlines compete with each other to see which one gets you the most cha-ching. Learn from that and do it again.

Then for the long term, think content, think credibility, think branding, messaging, consistency… think building your presence online, everywhere, so you can be in front of people where and when they need you.

Remember Your Customers.

In all this talk about goals and websites and testing, let’s not lose sight of the most important piece of this puzzle: your customers!

It’s not about what you want to sell but what your customers need you to sell. It’s about overcoming their fears and objections. It’s about solving problems they didn’t even know they had.

Once you know your goals, get to know your customers so you can figure out how to reach them – and your goals.

Is It Time To Hire Someone Yet?

If all this sounds a little overwhelming, you may decide to hire someone to do it for you. But wait!

If you haven’t at least considered the “where you are” and “where you’re going” part, if you don’t know your customers (or worse, if you think you know your customers) then hiring someone to build your website or set up your Facebook page or run some ads is a waste of money.

If you’re going to hire anyone, make it a marketing consultant who will spend time asking the questions you didn’t even know to ask.

Yes, CL Is Still Racist.

What would an episode be without at least one reference to #clisracist? In this case it comes in the form of toasted marshmallows.

And Ralph Has Tamed The ‘Fro.

As we mention on the podcast, we took a week-long hiatus with no podcasts and no articles. And one of the reasons for our unplanned break was because Ralph had a hair emergency that required a quick trip to the barber’s chair. Fortunately, we’re back in the saddle and his Dominican ‘Fro is back under control.

Plus Free Useful Stuff.

If you’re not familiar with our Marketing Game Changer Kit, check it out now. It’s free downloadable stuff that will help with your marketing. One of the resources includes a marketing planning outline that will ask some of the questions you need to answer before doing anything else.

Finally, Save The Date And Beware The Apocalypse. We’re Going To Cross The Streams.

On May 18th, the Web.Search.Social podcast and the Superheroes of Marketing podcast are hosting a crossover episode where one of our hosts will be on their show and one of their hosts will be on ours.

We’re not really sure how the universe is going to hold up, but since it worked pretty well for the Ghostbusters, we’ll take our chances.

Enjoy the show and if you have any comments or questions about “where to start”, throw them at us. And remember to download the Marketing Game Changer Kit.

Links & Resources

Shout outs to some awesome people with much gratitude for sharing our content!

  • Lindsey Anderson of Lindsey’s Web
  • Mia Voss of The Mia Connect
  • Dorien Morin of More In Media
  • Kaarina Dillabough, thinker, doer, creator
  • Sophia Lemon of Sophia Lemon Photography for Ridiculously Happy People
  • Christine Wong a marketing student in Vancouver

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Carol Lynn Rivera

Carol Lynn Rivera

I'm a business owner, content creator, podcaster and marketer. In 1999 I founded Rahvalor Interactive, a web and creative services production studio, with my husband and business partner Ralph. In 2011 we created Web.Search.Social, a consulting and marketing service line for small businesses. We also cohost the Web.Search.Social Podcast where we challenge the status quo of marketing and the Carbon Based Business Units podcast where we talk about the human side of being an entrepreneur. On any given day I wear the hat of project manager, consultant, social media manager and content marketer. My true passion is writing and in my spare time I'm busy planning my early retirement to Barcelona as a famous and wealthy novelist.
Carol Lynn Rivera
Carol Lynn Rivera
  • Thanks so much for the fab shout-out, from this shiny penny (even though we don’t have them in Ca-na-da any more) Canuck. I do believe, like Pinky and the Brain, we’re positioned to take over the world, mwahahahaha.

    I love the fact that you’re helping me dream my dream, and make it happen!…and that you really “get” how to work with your clients, and how to express through your podcasts information that is spot on and fun to listen to.

    Wanted to post a photo of Ca-na-da here, for you and for the rest of the Ca-nay-dee-an peeps above, but don’t know how to do that. Will post on FB:)

    Thanks again for your wisdom, support, information, education and entertainment. You rock!

    • I didn’t know your portfolio was so extensive, Kaarina. You’re amazing! 🙂

      • Thanks so much @melanie_kissell:disqus What a lovely thing to say:) Much appreciated.

    • That’s right! You lucky folks got rid of those copper nuisances. One day I will get old enough that I’ll say something like that and people around me will say, “What’s a penny??”

      You can take over the world anytime. It would be a much better world. And I’m so fortunate that I get to be there while you do it 🙂

  • Man, I’m glad you guys are back! No podcast last week felt like a missing limb. The next time your in-house artificial intelligence needs a tune up or Ralph needs a haircut, would you mind giving me and Fred a ‘heads’ up?! (punned on purpose) 😉

    • I KNOW! It wasn’t an entirely planned hiatus. But it made sense at some point but here we are, all queued up again! Next time we’ll put out a PSA 🙂

  • “Strategic and Ongoing and Long Term, OH MY!”

    Ghostbusters and T.S. Eliot
    Quoted in the same sentence
    Bob and Bingo are two kitties
    Falling in love in kitty heaven

    Ralph’s unruly Dominican ‘Fro
    Was a hairy bushy emergency
    He ventured to the barber shop
    With courage and great urgency

    World domination begins in Canada
    With Christine, Kaarina, and Sophia
    Don’t miss out on a chance to listen
    To Ralph’s podcast debut with Mia

    Your online marketing strategy
    Must be totally comprehensive
    W.S.S. is happy to guide you
    Book a consult that’s intensive

    “Find the right person at the right time to do the right job.” Yep. That’ll do the trick! 🙂

    • You rock!

    • A hairy bushy emergency…. LOL!! I know I can always count on you for that one delightful gem in the midst of a whole batch of sparkling lines.

      He does get pretty bushy, though 😉

      Good to know your poetry skills didn’t rust while we were away. Looks like you were just percolating on more brilliance!

      • Let it be known I work hard to avoid corrosion. A poet could get rusty overnight, y’know! For rust prevention (like when you guys take a whole week off), I rhyme all the time. Not a week goes by that I’m not working on a song lyric or re-working a lyric. 😉
        I’d upload a photo of my rust prevention work station but I don’t see a way to do that here.