There was a commercial for taco bell in the '90's that had a chihuahua trying to capture Godzilla. That's kind of like how businesses are with Internet traffic. Except it's good that Internet traffic won't stomp you flat like a bug. It just squirts through your grasp like water though.
Some companies pay for (and sometimes) actually do get awesome amounts of traffic but have nothing to show for it. Which makes them think “This whole internet thing doesn't work.” Before you make the same mistake (and even if you have) I'd like to help you get something out of that traffic.
If you can't capture a customer's contact information you have no way to follow up with them. The moment is gone. Even if they were truly interested, life comes at you a mile a minute and people's attention moves on to the next important thing. You have to get them into your funnel if you have any hope of reaching them and moving them toward a purchase.
That is one of a number of things you'll hear me say often because it can't be said enough. Frequency and repetition are key components necessary to make anything stick.
Don't think small here. You want to plan for a large amount of traffic and be able to handle it. The last thing you want to be doing when you're finally getting the heavy traffic flow you were hoping for is trying to redesign a system that is bursting at the seams.
I said earlier you have to capture to convert. But how do you capture visitors' information? You give them a compelling offer. You need to provide something of value to the customer to convince them to give you their information. Then you need a means to capture their information and a means to deliver what you promised them.
premium content tags: capture to convert, adding value, being personal[contentlocker]
Don't get caught in a situation where you have a tiger by the tail. You want to have a process in place, not wing it. That last thing you want is to get all of the traffic and scramble around trying to figure out what to do next.
Plan ahead by cutting the paths where you want the river of traffic to flow. The initial work will be worth it when you open the flood gates with an ad campaign in any form.
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