The Real Secret to On-Demand Website Traffic

 

 

 

 

 

 

 

Guest Post by Jason Gracia

Back in college, I toyed with the idea of selling products door to door to help put myself through school. Though the idea eventually fizzled, I learned something in the process that always stuck with me. In fact, it became the bedrock of my traffic strategy that I rely on today.

On my way to class one afternoon, I saw the flyer that first put the idea into my head: Free sales training for any student interested in travel, unlimited income, and an unforgettable experience. Well, I forgot most of what they said at their welcome meeting, but not the question I asked our presenter.

“If the goal is to sell product to parents in town, why not make presentations where they’ve already gathered? Perhaps work a deal with the local community centers or churches?”

“No. Moving on…”

Pleasant fellow. I made a few more comments, which drew looks of annoyance, and decided a few days later that it wasn’t for me. But my time was well spent, for I’ve used that question many times to rapidly grow each of my businesses.

The Key to Rapid Growth: O.P.A.

The key to traffic, to waves of targeted and eager traffic, isn’t going door to door.

This should, of course, be part of a larger traffic strategy (joining online conversations, making one-on-one connections, engaging in social media, etc.), but the key to rapid traffic is contained in three letters: O.P.A.

Other People’s Audiences.

You have two choices: You can spend your waking hours tirelessly trying to reach one person at a time or you can tap into sources that already have your ideal prospects gathered by the tens of thousands.

Sounds like an easy choice, right? In truth, most online entrepreneurs say, “No.”

They agree that speaking to thousands is more efficient than walking “door to door,” but it’s getting in front of those crowds that poses the problem.

Luckily, I have just the solution.

The most common way to reach other people’s audiences, guest posts, are no cakewalk. Unless you have established connections or celebrity, it can take months to get your work featured, if it happens at all.

There’s a better way, a way to increase your chances of exposure tenfold, but to share it we have to take another trip into the past.

Lessons from the 70th Floor

The elevator ticked higher and higher as we climbed toward the roof. I had been to the Empire State Building many times before, having brought friends to Manhattan to visit my brother over the years, but this was my first trip to the top of 30 Rockefeller Center.

As the elevator opened, we were ushered into Disneyesque lines, twisting and turning for as long as the eye could see. We crawled forward. I’m glad we did because the reason for our turtle pace triggered my second light bulb.

When we reached the final room before heading onto the observation deck, my friend and I were asked to sit on a beam, cityscape backdrop behind us, and smile for the camera. Light bulb!

One by one each group sat, smiled, blinked when the flash hit their eyes, and took their ticket, a ticket that matched their photo, ready for purchase within minutes. People gobbled them up. Plain pictures of the building? Not so much.

Customization was the key.

By creating a personalized product, the Rockefeller squad sold thousands of photos. And by creating a personalized piece of content, you’ll reach thousands of fans and followers.

Make ‘em an Offer They Can’t Refuse

As we know, blogs and websites need valuable content for their audiences. And, as we also know, being chosen for a guest post isn’t always an easy road to take.

This is where customization comes into play.

Imagine Sue runs a photography blog. She teaches composition, editing, and even a little business strategy. What she doesn’t cover, however, is equipment. That doesn’t keep her audience from asking about it though.

You also run a photography blog, and because you’ve been studying others in your field, you know that Sue could use some help in this area. You’ve read her posts, the comments, the social media chatter. You know what’s missing and are ready to fill the gap.

With what? Perhaps a short video series on the pros, cons, and best choices for each piece of equipment (including Sue’s affiliate links). Or a report, branded with your company as well as Sue’s, which outlines the essential photography gear needed at each stage of the game. Or maybe a tutorial walking newbies through the process of setting up their camera and lighting to get the best results.

Now, if you were Sue, would you be more likely to share a tired guest post with your audience or a custom-made piece of content that will over deliver on value and thrill your readers?

Now It’s Your Turn

If you’re ready to tap into one of the greatest sources of traffic online, you need to do just three things:

1. Find the Sources: The first thing I want you to do is discover the major blogs, businesses, and outlets in your field. Google keywords in your industry, search for best-sellers on Amazon, find out who’s speaking at industry seminars and conferences, or wade through social media hubs to discover the most popular people in your world.

2. Find the Gap: After pinpointing the major players in your industry, look for gaps you can fill. What does their audience consistently ask for that they don’t have the time or expertise to offer? What is the audience missing that could help them get faster or easier results? What complimentary areas could you speak to that are being ignored? (For instance, a gardening blog opens the door to nutrition, recipes, etc.)

Another, more direct option, is to simply ask. Send an email, tweet, or Facebook message asking where they most need help. You’ll be surprised at how effective this method turns out to be.

3. Fill the Gap: Once you know where the crowds are gathering and what they and their leaders want most, fill the gap with a tailor-made piece of content–something made specifically for that audience.

You can create a video series, audio series, PDF report, or a mixture of all three. You can even create a product and offer it for free. Remember, it’s all about making them an offer they can’t refuse. (To be safe, I suggest you always present the polished idea before creating the content.)

This requires extra effort, but that’s what success always requires. The lazy among us look for shortcuts or loopholes, never finding either. The true successes, the ones who dream, create, and deliver, do what they’ve always done: they go above and beyond, again and again.

Do that, and you’ll have more traffic, subscribers, and customers than you know what to do with.

 

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By Jason Gracia, author of Shifting the Balance and creator of The Six-Figure Expert. If you’re ready to turn your passion or expertise into a six-figure brand and business, visit www.JasonGracia.com for a free copy of the complete blueprint, The Six-Figure Formula.

Please note: I reserve the right to delete comments that are offensive or off-topic.

  • Gil Hudson

    Great Article and looking forward to reading The Six Figure Formula and implementing it!!

  • http://www.jasongracia.com/ Jason Gracia

    Questions about getting traffic to your blog or website? Share them below to receive expert answers you can begin using today!

  • http://www.jasongracia.com/ Jason Gracia

    Hi Gil!

    Thrilled to hear you liked the article. If you’re just starting out or already have an established business online, you’re going to find dozens of quick and easy tips in the formula that you can start using right away.

    And, if you have any traffic questions on the tip of your tongue, let us know!

  • http://twitter.com/TiffanyDow Tiffany Dow

    Too many people ignore these tips. They’re so focused on their own site’s SEO and they forget to go where the people are. Great advice, Jason!

  • http://www.jasongracia.com/ Jason Gracia

    Tiffany,

    You are absolutely right. People forget that people are EVERYWHERE and not merely glued to search engines. With a few minutes of creative thought, you can think of dozens of more effective ways to reach the right people at the right time.

    Thank you for pointing this out for us and for your kind words. I can’t tell you how much I appreciate them both.

    Jason

  • http://www.facebook.com/shane.boyd.585 Shane Boyd

    I dig your post Jason.
    You mention two very important topics of marketing.

    1. Leverage.
    You can easily leverage other people’s audience. It’s almost like direct mail list buying
    2.0.

    And 2. Put some of your best stuff out there for free or nearly free. Many
    people don’t do that because they’re afraid to give away the good stuff. Many folks have a hard time saying no to the good so they can say yes to the best.

    If you put together a fantastic product, video, book,software or whatever, then give it away so you can build your list or build your herd, you’ll be building a business that will yield profits for years to come.

    However, sad as it may be, some folks say “yes” to the good (instant profits) and “no” to the best (a profitable long-term business). Sad.

    Thanks for the post.
    I hope people are picking up what you’re laying down.

    Cheers!

  • http://www.jasongracia.com/ Jason Gracia

    Shane,

    Great points. Time is too scarce to build at a snail’s pace, so leverage is key to growth and success. And you couldn’t be more right about welcoming people in with your best content. If I ran a restaurant and was giving away free samples, I’d be darn sure they were some of the best samples we had to offer.

    Whereas many people hesitate to give away their information, others don’t have enough to give; they fear sharing their secrets in one fell swoop and being left with an empty barrel after the dust settles.

    In the first case, to test is best. Anyone who isn’t certain about the effectiveness of giving away content to attract prospects simply needs a spreadsheet and a few weeks worth of numbers. The answer will be clear.

    In the second case, if someone is worried about running out of information to share, they need to give back into their particular field to gain more education and experience. As experts, it is our duty to deliver true value to those we serve. That equates to a great deal of hustle, study, and action.

    It’s not for everyone, but if you’re willing to commit to constantly evolving your grasp of your subject and over delivering to your audience, you’ll be a six-figure expert before you know it.

    Thanks again, Shane!

    Jason

  • http://twitter.com/wordofwisdom247 David Armstrong

    thank you for this information.

  • http://dlchurchwebsites.com Laurie Neumann

    These are great tips. I agree that it can be very difficult to get a guest post published, and this way of finding the “holes” in someone’s content can be a lot more work and time consuming. But if you can get published on a popular blog, it will be worth the work and time spent. Thanks for sharing this.

  • http://ochanix.com/ Ocha Nix

    I’m glad I stopped by today and read what you had to say. It’s sort of like giving a stray dog a pork chop. Once you do, he will keep hanging out on your doorstep waiting for the next one.

  • Carrie Wilkerson

    High praise indeed!