IT MUST BE AFFORDABLE
The ideal traffic source should generate leads and sales, not just cheap clicks. Sites like Adfly offered low-cost traffic but failed to convert, making them ineffective. Similarly, push traffic and SMS traffic are inexpensive but often useless for marketers aiming to sell products.
THE BUYER STATE
The perfect traffic source delivers prospects ready to buy. Social media visitors, often in a “social mindset,” are more focused on consuming content than making purchases. This has led to experts teaching how to shift users from a social mindset to a buyer mindset when directing traffic from social media.
IT MUST BE TARGETED
The ideal traffic source should be affordable for both starting and scaling, allowing gradual growth. Facebook Ads initially won over millions in the early 2010s by offering low-cost clicks, making lead acquisition affordable. However, costs skyrocketed as competition increased, similar to what happened with Google Adwords, forcing small advertisers to seek cheaper alternatives.
RESPONSIVE TO FOLLOW UP MARKETING
The ideal traffic source should bring in prospects ready to buy. Social media often puts users in a “social mindset,” focused on consuming content rather than purchasing. Consequently, experts now teach how to shift users from a social mindset to a buyer mindset when directing traffic from social media.