Leveraging Low Value Traffic For E-Mail Marketing
There are times when a web page can rank quite highly yet produce little in the way of conversions. This happens more often than many people realise and it can be a real problem. With a little lateral thinking, you may be able to leverage that traffic for e-mail marketing.
Let’s take a site dedicated to issues surrounding babies. No baby site is complete without information on, say, teething. However, there is not a lot you can do with the subject other than give advice. There is little in the way of sales and PPC ads only offer pennies for these types of keywords. Parents are looking for a quick fix. The problem is here and now so they want advice now. So give it to them.
At the same time, since you cannot convert that traffic into a sale, convert them into an e-mail subscription. You can do this using a standard e-mail subscription link, or you can offer them something in exchange like an ebook on articles on children’s health issues, for example.
Your page may be receiving 100’s of visitors each day, all of whom come and read and go. They increase your bounce rate and do little for the profitability of your business. By leveraging that traffic, you turn one-off visitors into long term potential customers. You won’t get a 100% subscription rate; in fact, you may only get a 5-10% subscription rate, but over a month that could mount into hundreds, particularly if you have more than one page that fits this issue.
I know some sites that go out of their way to produce content, not to create sales, but to attract visitors. There is often less competition for keywords (since they have such low monetary value) so ranking highly is not all that difficult. Convert them to e-mail subscriptions and you have a brand new customer base to offer products too. E-mail marketing is again proving to be popular. The hardest part is getting those signups. Leverage your low value traffic into high value subscribers.
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