Do you feel like you’re stuck on a hamster wheel, working harder for your traffic than you need to be? Let’s talk about some common mistakes that could be standing in the way of passive traffic for your business.
Episode Highlights:
Mistake #1 - Spending Too Much Time on Short-Term Traffic Sources
Mistake #2 - Not Balancing Evergreen and Seasonal Content
Mistake #3 - Not Maintaining Your Passive Traffic Assets
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Transcripts
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[00:00:37] I'm ready to dive into this month's content. I'm really excited about it because one of the best parts of marketing your business through blogging and pinning is that you can see more results for your business with less day-to-day effort. And so this month we are going to be focusing on building a passive traffic machine, and this is something that's going to allow you to spend more of your summer relaxing by the pool while this machine hums along in the background, bringing you traffic and sales.
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[00:01:34] Since we're now in peak park going season, I thought I would add a little playground analogy to our discussion of these hurdles. We're going to liken getting traffic and sales to keeping a little one entertained at a playground. I don't know about you, but when my kids were little, my heart always sunk when we got to the park and they set their sights on the merry-go-round. When they were younger, they weren't quite old enough to push it themselves and honestly, it was safer if they could just stay on the merry-go-round and let me push.
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[00:02:32] And I liken this to short term traffic sources, like social media and email. If you are not actively creating the social media posts or writing the emails, you won't get traffic from those sources. And this is the opposite of what we're looking for when we're building a passive traffic machine. So going back to the playground for a second.
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[00:03:18] But just like I wouldn't force my kids to only use the swings and ignore the merry-go-round, I'm not saying that you should never incorporate short-term traffic into your marketing strategy. In fact, the opposite is true. Social media and email marketing can be powerful sources of traffic and income for your business.
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[00:03:59] But first we need to go back to the playground analogy. If you've ever tried to entertain a wide age range of kids at a park with just like one small little play structure you know what a challenge it can be. It's much easier to keep everyone happy at a park when there are lots of options, particularly if those options include a balance of the classic winners like swings.
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[00:04:47] A common mistake and hurdle is when those two are not in a good balance. So let's look at evergreen content. This is an essential part of a passive traffic machine because evergreen topics are the things that people are always looking for. They're the classics. From a teacher blogging perspective, these might be solutions that teachers could look for at any point of the school year,
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[00:05:43] And the reason for this is that even though a topic is evergreen, teachers are often looking for those things at the beginning of the year. They wanna get all of their things planned out and in place. So they cruise Pinterest over the summer, they make plans at the beginning of the school year, they make their purchases and all the things, and then they're busy.
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[00:06:41] So these are the types of blog posts that teachers are accessing on Pinterest. And so it's great to have that kind of content on your website in addition to that evergreen content that does provide, you know, trickles of traffic throughout the year and a huge influx of traffic during back to school season.
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[00:07:21] Because blogging and pinning is not a one and done kind of venture. Let's go back to the park one more time. As much as we'd like to take our kids to a playground, plop down on a bench, and then check out for an hour, that's not really the reality, at least it wasn't when my kids were younger. In order to make sure that the park fun can last as long as possible.
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[00:08:10] Blog posts need to be updated. Links need to be checked. Fresh pins need to be made. By giving your passive traffic machine a little bit of regular attention, a little tuneup, it will continue to work well for your business on autopilot. So to recap, there are three things that could be making you work harder for your traffic than you need to be.
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[00:09:01] Be sure you're following the Pay Less for Traffic podcast, so you'll get a reminder when the next episode in this series is live.
