There are two types of traffic campaigns. One brings you a huge burst of short term traffic. The down side to it is that it’s hard to maintain that pace of traffic, marketing and publicity, even if you have a whole department dedicated to just that. You run out of resources of some type eventually.
The other may or may not bring you short term gains, but it builds on its own momentum, and thus, will last forever once it’s started. You would have to abandon it entirely for a year or more to shut it down. The downside to it is that it takes 60 to 90 days for it to fully kick in, and if you don’t know how to attack it a little at a time each day, you won’t have the patience to see it through.
Tactic One: A Single Avalanche
Avalanches are isolated incidents, relatively rare when compared with blizzards. They happen only once in a while, and can be fairly unpredictable. But what you know for sure – there’s gonna be a LOT of snow, and it’s gonna fall right on top of you, in a short amount of time.
Now, let’s pretend snow represents traffic. Now you can understand the name “Avalanche”. You can build one huge ramp-up campaign that’s a huge blast of traffic that dumps hoards of people in one direction in a short amount of time with a traffic avalanche.
The trouble is, while that’s great for a quick injection of traffic, it is NOT sustainable.
Eventually you run out of resources. That could mean sources of JV partners that are willing to mail for you.
Or in the case of advertising, you run out of inventory.
Or in the case of time, you’re so busy filling orders that you don’t have time to keep up with your traffic method, yet haven’t made enough to constantly pay someone else to do it.
Avalanches are finite. You get a big dump of snow on top of you, and you are under it until the snow melts or you decide to dig your way out. It accumulates on top of existing snow, but it’s not going to constantly build on top of new snow because by nature, it’s a once in a while event.
If someone is talking about how they got 20K new membership subscribers in a month, chances are, they had an avalanche. It’s a good place to start for traffic, but what happens next month? What if you want membership to increase to 200K, then what?
You can’t just do avalanches over and over again. You can’t just start a new blog every time you want traffic to your main product. Once it is built, what sustains that momentum.
A Blizzard. That’s what. Which we’ll talk about next.
[...] Hey, You’re New Here! We love new people. Please do us the honor of returning. You can subscribe by RSS feed, or get updates by email. We also welcome your feedback on the posted information. When filling out the form, don’t forget to leave your link and your first name.Continued from the last post which you can read here. [...]
[...] went over the Avalanche and the Blizzard the other day. [...]
The Isolated Avalanche Is Massive But Short-Term Traffic #smb http://bit.ly/gz7355