Once the correctly branded website, landing pages are set up and a compelling offer is in place, and there is significant brand awareness, it’s time to drive traffic. Not just any traffic. Well-targeted traffic will enhance the ROI as much or more than any other marketing effort.
As an example of driving targeted traffic, think of J Zax. We only provide SEO services to the construction industry. If the local pizza delivery shop clicks on our ad and contacts us for SEO services, it not only costs us the pay-per-click charges, but it also costs the time to deal with the lead and turn them down. If the ad clearly appeals to building products manufacturers the local pizza shop wouldn’t be likely to click on the ad. Traffic from search is usually best, as long as the message found in the search results clearly appeals to the target market.