For better or worse, marketers are obsessed with numbers. What's one of the biggest metrics they're concerned with? Traffic. The amount of people who have visited a page on your website. But does this number matter? Does it actually express the success of your marketing efforts and your website? Or is it just a number that makes marketers feel like they're doing a good (or bad) job? Doug and Mike discuss...
Doug does not care about blog traffic. Obviously he wants more than just his mom to read his blog, but when it comes to evaluating the success of the blog as a whole, traffic doesn't matter to him. Blogging is a lead and traffic generating tactic, but why are marketers prioritizing the traffic over the leads?
Many marketers have a goal to create as much traffic as possible, but is all of this traffic making an impact on revenue? Believe it or not, not all traffic is quality traffic. Quality traffic is only a minute segment of your overall traffic. The obsession with traffic is indicative of a greater problem. Marketers are looking at only the number, without considering the context or impact. Traffic doesn't even tell you how long someone engaged with your website, or the level of interest a visitor has. At the end of the day, you shouldn't care about how many rocks you turn over, you should care about who's under the rock.