The number of online visitors coming to your website or blog is often termed as traffic. Traffic consists of a heterogeneous group of online users who are coming to your page for various reasons: some are curious about your products and services, some want general information, some want to establish business contacts with you while there are also some who have gate-crashed without meaning to! Online campaigners who cannot differentiate between visitors who add value to your online business and those who just make up the numbers are working with blinkers on.
Having a high value online traffic will mean nothing for your business unless they are engaging with your brand in some way. You can very easily hike up the number of ‘friends’ or ‘likes’ you have on Facebook or shore up the list of ‘followers’ on Twitter, but that will amount to little if these numbers do not transform into online leads. Reaching out to a wide network of online users is important but more than that, you have to make an impact. You need people who are not hiding behind the veil of numbers but coming out to voice their opinions or buying from you.
Take for example the most popular blogs on the internet. You will be surprised how many of these have a single writer churning out content. Why are they not hiring more of their kind and increasing the content volume? Because they don’t want to compromise on the quality of their blog! The readers are coming to their blog due to the uniqueness of the content. If these bloggers (some of them reaping handsome monetary rewards because of their work!) hired other writers, their readers will cease to feel the connection and the content will lose its impact.
You have to cultivate a base of dedicated readers who like and share on content on a daily basis. That is the only way to swell up your reader base. In the age that we are now, with so much of forced online marketing and spamming, no one will share your content if you ask them to. Rather, appeal to their senses by generating content that interests them. They will surely put in their word of appreciation to their friends about your content. This trust between you and your readers is the future of online marketing, not the number of unique visitors that Google Analytics track everyday!