The importance of quality over quantity in regards to traffic to your site and digital marketing is discussed. The guys bring in examples from a client they are taking on that are facing similar challenges to those that the listeners may be having.
Mentioned is how a previous agency the client was associated with heavily focused on bringing as much traffic to the client’s site as possible. The client began to question the quality of the traffic being directed.
The conversation moves towards discussing some of the amazing features Klaviyo offers in regarding to e-mail marketing and some of the revolutionary advances that are coming down the pipework with their predictability technology.
Jason and Kevin go through the process of how they managed to acquire their new client as well as some of the challenges they were facing and the plans put into effect by our organization in order to overcome these challenges.
The guys bring up the pros and cons of organic versus paid traffic and how both can be beneficial and detrimental at times. This moves the conversation to search engines, algorithms, and the different issues that may arise when dealing with them. It is important to have certain strategies instead of simply relying on SEO and organic traffic.
The importance of analyzing your data and strategizing around certain information is stressed. This will help optimize the results from traffic to your site and making sure you get the most out of each visit.
Another issue brought up is finding the right “avatar” or perfect target client. Many businesses are misinformed as to who their avatar is or focus too strictly on a particular segment of consumers while ignoring another valuable segment. The guys talk about the importance of widening the effect and exposure of your advertising as well as other optimization tools.
It is important to differentiate between traffic that is simply looking for information as compared to traffic that intends to buy. Kevin and Jason stress the importance of being resourceful and knowing on which prospects to spend money and effort on.
Kevin examines the issue in social media where having a high number of followers does not directly correlate to engagement with your consumer base, once again stressing the quality of these connections over the quantity.
Jason closes out the podcast stating that due to economies of scale, many large companies can spend a substantial sum of money to send out marketing material in mass quantities. Although the success rate is lower, due to the sheer quantity, it still becomes profitable for these businesses. Jason brings up the good point of how there are exceptions to the quality versus quantity argument and that the suggestions applied here are not necessarily a “one-size-fits-all” scenario.
In conclusion, quality over quantity is all about optimizing your marketing strategies and making sure the money and effort spent on these campaigns is not wasted. It is better to create strategies that are catered to your particular target market as to just simply sending out material in mass quantities and hoping for results without any specific plan.
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