Create a Following, Not Traffic
At the risk of offending someone, let me say it like it is…
“Generating traffic” is a gigantic waste of time.
Now, don’t get me wrong. I know that you need eyeballs on your articles, eBooks, courses, or whatever you might be shilling.
But if you approach the problem the wrong way, and build your business on shaky foundations, you will suffer the consequences sooner or later.
I’ve seen it, and it gets ugly fast. You don’t want to end up there.
So, here’s the problem and the solution.
The Problem with “Generating Traffic”
If your business revolves around driving traffic, then here are some of the problems you’re sure to encounter:
It would be in any creator’s best interest to create traffic from one channel before worrying about adding more.
Most experts, even your online heroes, generally aren’t good at more than one or two channels.
Seth Godin? Blogging.
John Lee Dumas? Podcasting.
Ralph Smart? YouTube.
Take them out of their element, and they do not command the same authority.
Most businesses get their traffic from content / SEO first and social media second. So, it’s very easy to conclude that publishing like crazy is the answer.
But any chucklehead can now generate half-baked AI content and post it all day long…
And that’s what you’re competing with now.
Getting too focused on one channel to the detriment of all others is single-source dependency at its worst.
You need at least one backup channel should one fail you. And remember — one or more channels will fail you eventually.
The same can be said for monetization. Many businesses rely heavily on advertising and affiliate marketing (how many times have these revenue streams been impacted by changes from high up?) and haven’t built other revenue streams.