Episode A.032 Revenue From Building Traffic

Introduction
​This week we are concluding the emphasis on reopening fast and hard from the forced pandemic shutdown. The shows will cover how to generate revenue either directly or building the supportive infrastructure necessary. Next month (July 2020) we are shifting to building the best organization possible - the Agile Company.
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Show Objectives
This is going to be a very different show. We are taking a step back from a rather "do this, do that" conversation from Monday and Tuesday to let's discuss the bigger picture.

Picking up on my example of buying a mall instead of a building to house your business, let's take it to the logical end. What if you build the website side of the business with the intention of selling it instead of part of the business. Or even better what if you decided to spin-off the website into a new business entity? If this was a long-term goal would you run it differently?

The object of today's show on Revenue Building is to discuss a phased approach that will increase both sales of your offer and additional revenue with building long-term value for the business.

What You Need to Know
The conversation will start with segmenting your site into visitors current "buying interest" (thanx to marginhound for an excellent article on the topic) on 3 Factors:

1. Audience Type: are you targeting a cross section of the general public or a very specific population?
2. Conversion Value: the size of the targeted audience (bigger is better) selling your offer and/or attractive to advetrizers?
3. Buying (Sales) Funnel Position: how close are they to making a buying decision?

These are strategic decisions that predate building a website. If you haven't thought it through, stop and put some brain muscle on it. Those decisions have a significant impact on the site you build and how it is managed.

Key Metrics:

• Average Valuation
• Average Profit per Visitor
• Average Profit per CPM

What You Need to Do
Audience Type

1. Casual Visitors: just stopping by, tire kickers, pre-buyers.
2. Interested Visitors: they have an interest in the offer and are in the buying process.
3. Urgent Visitors: have an immediate problem and searching for a solution, may or may not buy now and from you.
4. Preferred Visitors: making a buying decision now and it's your business to lose.

Conversion Value by Site Type & Advertizing
Blogs: content based sites with regular stream of articles.

• Casual Visitors - managed advertizing, direct ad sales, ads plus (paid placement)

Content: beyond brochureware, dynamic sites that informs and educates visitors.

• Interested Visitors - managed advertizing (ROI 8X Causal), ads plus (2X Causal), Affiliate
• Urgent Visitors - managed advertizing (ROI 8X Causal), ads plus (2X Causal), Affiliate

Product/Service: built specifically to sell your offer.

• Urgent Visitors - managed advertizing (ROI 8X Causal), ads plus (2X Causal), Affiliate
• Preferred Visitors - managed advertizing (ROI 8X Causal), ads plus (2X Causal), Affiliate, Lead Generation

Buying (Sales) Funnel

• Leads - Causal Visitor
• Qualified Leads - Interested Visitor
• Suspect - Urgent & Preferred Visitors
• Prospect - Urgent & Preferred Visitors

Implementation Approach

1. Audit current website - baseline traffic over the last 3 months (QTR)
2. Audit your Product & Service Mix to determine Width, Breath, and Depth of offer
3. Fill Product & Service holes in your offer
4. Update website design from a stand alone building to a mall - one stop shopping for your perfect customers
5. Purchase Managed Advertizing (AdSense) for the site
6. Create affiliate relationships with any products or services added to your offer or the mall
7. Focus early marketing efforts at generating traffic - first goal is 1,000 per week, second goal is 1,000 per day, third goal is 100,000 month
8. At 100,000 a month create your own affiliate network.

Next Show: A.033 Selling Your Stuff -  Product & Services