Why it's dangerous to rely on one source of website traffic

In my time working on various projects for a variety of clients, I have come across companies that rely heavily (if not solely) on one source of leads for their business.

Consider this case study...

One example in particular was a client who invested in Google AdWords, but nothing else, to drive traffic to his website and generate leads.

This particular client was not as tech savvy as some and was not ready to embrace social media to market his business. He was happy with his 2 page website and didn't understand the need for creating more content. As his business was limited to a set geographical area, he wanted to be able to target this area only and the thought of his website showing up in organic listings outside of this area didn't sit too well.

For him there is no problem - at least not yet. The AdWords campaigns are profitable and he continues to make a living. However, over the last year or so, his budget has been steadily increasing as his target keywords become more competitive.

Although he's spending more money, traffic to his site remains steady, meaning there will come a point when the AdWords campaigns are no longer profitable and there will be no other source of traffic to fall back on.

Spread your eggs!

As the saying goes, don't put all your eggs in one basket. Especially when it's not you holding that basket and the competition are standing close by to give it a nudge!

Google is the giant of generating website traffic, there's no doubt about that, but we are fortunate that it's not our only option.

By combining our search marketing efforts, whether it's Google AdWords or Search Engine Optimisation (SEO), with other channels such as social media, building an email list and creating great content, we spread the risk of losing that traffic should Google decide on updating it's algorithm or our competitors decide to up their game.

Plan your multi-channel campaigns

When we plan a marketing campaign, it's important to think across more than one channel. For example, if we have a new product to promote, we could follow the strategy below:

Planning a Multi-Channel Internet Marketing Campaign
Planning a Multi-Channel Internet Marketing Campaign


This plan is far from complete. You may also want to include referring websites, industry directories and any other source of potential traffic for your website.

What it illustrates, however, is that we have many options when it comes to generating traffic to our website and finding those customers and it's more important than ever to utilise as many appropriate channels as possible so we don't become reliant on a single one.

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