Stop Driving Traffic, Start Capturing Leads

If your Web strategy focuses on driving traffic, you end up with anonymous clicks and page after page of site traffic reports with limited value.

Rather than driving traffic, focus on getting motivated prospects and valuable customers to visit your sites and convert them into qualified sales leads. By re-framing your objectives, you may end up reallocating some of your online marketing investments.

Take keyword ads on general search engines. While these are important parts of an online marketing strategy, your ads may not be reaching the audience you are interested in targeting. You can end up paying for a glut of unqualified traffic — even if you have the right keywords.

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