The Ownership Of Your Traffic is More Important Than Ever!
Just like during other economic downturns (and recessions), business is becoming uncertain.
Internal processes are getting jumbled as remote work becomes the new standard, marketers are trying to be frugal with their advertising budgets, and consumers are spending less money.
There’s never been a more important time to own your traffic and to own your audience.
Let me explain.
Understanding The 3 Different Types Of Traffic
As every marketer and business owner knows, there are different types of website traffic, customers, and audiences.
There are the people you pay to reach through advertisements, the people who hear about you through their friends or find you through a search engine (this is largely uncontrollable), and then there’s a third really important category of people: the audience that you own (your email list).
Your email list can be critical for keeping in touch with your audience and growing your business during a healthy market and during a struggling market.
Because you own it.
What I mean is that you don’t have to ask a platform like Facebook or Instagram for permission in order to get in touch with your audience, and you also don’t have to pay to send them a message.
They are your audience. And selling to your audience is easier and more profitable than trying to sell to cold traffic.
That’s why just a 5% increase in customer retention can lead to a profit increase of up to 95%. And it’s why, on average, it costs 5 times more to acquire new customers than it does to keep current ones.
If you already have an email list, then this is a great time to leverage that asset as much as possible and to rely on the customers who already trust and love your business.
If you don’t have an email list, well… there’s no time like the now to start.
Either way, here are a few resources to help you…