The topic of Internet marketing is full of technical terms and jargon. Because I’ve been involved in this area, I think I’ve sometimes taken for granted that everyone understands what all these things are.
Every day, brand new people hear about the possibility of having an Internet-based business. Some of them arrive at the MOBE website in search of information on how to get started. They’re not old Internet marketing, so the last thing I want to do is confuse them by throwing around a lot of words they might not know the meaning of.
So, with this article, I will define some basic term.
I took another look at my headline and realized that before I even launch into “clicks,” I should probably define internet “traffic” first.
Most people, when they hear the word “traffic,” think of cars and trucks on a road or highway. That’s a good place to start: each vehicle on a road started at “Point A” travels to “Point B.”
A person sitting at their computer, is also traveling, in a way. Their “Point A” might be the Google homepage. If they are searching for a home business opportunity, then their “Point B” might be a website that gives information about a certain opportunity.
So, when I talk about “traffic,” I mean all the people who go and look at a particular website or page. Each of those people may find it in various ways:
- Organic search–the words they typed into their search engine (Google, Yahoo, etc.) corresponded to the title, topic, or content of the site.
- Link–They clicked on a link they saw on a blog or other website.
- Paid ad–They saw an ad online, on Facebook, in an email, or somewhere else and clicked on it.
When you hear the expression “drive traffic,” it refers to this last example (“Paid ad”). The most effective way to get people interested in what you’re selling is to create an attention-grabbing paid ad. People see it and get interested. It drives them to visit your website or webpage, which has to hold their attention, too.
For most people, “clicking” is what they do with their mouse. They move their pointer or cursor to what they want—a button, a link, a tab—and they click on it.
Online marketers, who use ads and webpages to sell their products, look at clicks in terms of a tally: How many times did my ad/page get clicked?
So, clicks are related to traffic. An Internet marketer measures traffic by the number of clicks. There are two different kinds:
- Unique clicks–This is the number of individuals who clicked on a webpage or site. If the same person visits your page every day for a week, it still counts as one unique click.
- Raw clicks–This is the total number of times that a page or ad gets clicked on. So that person who visited every day for a week would count as seven raw clicks.
This “raw” idea comes from the expression “raw data,” which is a number or set of numbers that have not been put into context. For instance, if someone scored 90 on a test, that is not meaningful information. If you know the test had 100 questions or more, that score becomes significant.
Unique clicks tell you how effective your ad or other content is: a statistic of 50 raw clicks from one person tells you that your ad was not very effective, while 35 unique clicks from 35 people tells you that your ad was more effective. Internet marketers are primarily interested in unique clicks.
How do you know how many people click on your content? There are various kinds of software tools you can use to monitor your ad or webpage. These tools can report the number of clicks, show where they originated from, and how long people remained on the page, among other things.
Have you ever clicked on an ad on Facebook or on the web or in an email that took you to a page that offered a free e-book or e-course or access to video content in exchange for your email address?
That page you arrived at has several names, including “squeeze page,” “landing page,” and “opt-in page.” But the most descriptive name for it is, “lead capture page.” I will explain why shortly.
By willingly typing one’s contact info into a lead capture page, that person has made the choice (opted) to receive communication from the marketer. Usually, that communication begins with the e-book, e-course, video access, etc. they wanted. Most marketers follow it up with a series of emails that pitch their main offer. That person has become a sales lead for the marketer.
Like clicks, “opt-ins” are statistics that marketers pay attention to. Just as unique clicks are a percentage of raw clicks, opt-ins are a part of unique clicks and only a certain number of people who click will actually fill in their contact information.
A subscriber is simply a person who has opted in to your offer. Usually, they know that they will receive future communications from you when they opt in—similar to a magazine subscriber who knows they will receive future issues.
As an online marketer, you should seek to create irresistible ads and lead capture pages that get a lot of opt-ins so that you can build a large list of subscribers to market your offers to in the future.
A very important point I want to throw in here is that, when you’ve acquired a new subscriber, don’t wait too long to follow-up with them and don’t put too much time in between each message in your follow-up series.
People get a lot of email. They are exposed to a lot of offers. As a marketer, if you don’t get in there quickly and regularly, you’ll get buried under the unimportant stream of promotional messages they receive from other marketers. Your subscribers will forget about you.
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