About two months ago, I wrote a Kim Kardashian blog article about three important marketing lessons to be learned from her quick and questionable rise to fame. In this blog, I embedded a photo of Kim that effectively captured how she is portrayed in the media. Based on the immense amount of Internet traffic we received and spurred from this very article, I decided to search for “Kim Kardashian Sex” on Google Images. To my surprise, the photo I used in my blog was the first photo that showed on top. I then held my curser over that photo and noticed that the link underneath this risqué picture of Kim Kardashian was directed to Email Answers’, Kim Kardashian blog article.
This brought up a question to which there is no right or wrong, black or white, answer.
Is untargeted traffic really worth it? Should I send Kim Kardashian a thank you note, or should I start sticking pins in her Voodoo Doll?
When you segment and analyze the incoming traffic from this blog article, how many of these hits are 16-year old guys looking for something to do with their free time and how many of these are business professionals from companies looking for quality email marketing or email list validation solutions? Not that difficult to figure this one out, is it? Since the original blog article appeared on June 11, about 2 months ago, we have received 24,567 unique visitors to this blog article alone. This is more than 10 times the traffic than we have received to any other blog article on our website, ever.
Is it really about getting as many eyeballs on your content any way that you can? Is that why Carl’s Jr. advertises its burgers with Kate Upton as the star of their television commercials? Or why PETA gets so much publicity and contributions from its racy, “I’d rather go naked than wear fur” advertising campaigns?
Originally, upon writing my blog article about Kim Kardashian’s shallow methods used to build her brand reputation, I was operating under the impression that “there is no such thing as bad publicity.” I just wanted to see how many hits I could get in as short amount of time as possible. Now, as I take a step back and do a bit research on the topic, my opinion has taken a slight turn.
There is no doubt that untargeted traffic is not always bad – especially because it costs close to nothing. There is that small chance that, out of the thousands of perverts out there searching for Kim Kardashian’s sex tape, a certain percentage of them are small business owners who are now made aware of and are interested in unique marketing platforms to promote their products and services.
However, there are those who think that even uttering the words “untargeted traffic” is a waste of breath. When these critics enter the debate about “targeted traffic” versus “untargeted traffic,” their question is, “Would you rather have 250 unique visitors to your site with 10 sales, or 5,000 unique visitors to your site with 1 sale?” What’s the good in attracting loads of bogus traffic from uninterested viewers if you’re not getting conversions? It’s not about searching Google trends to see what is most talked about this week in Hollywood, and trying to make some link that is, to say it nicely, “indirectly” related to your company’ s products and services. That’s when you’re going to get a number of hits from people who are lured in by the topic, read the first line of your article, realize it’s not what they thought it was, and quickly exit in search of something that actually suits their fancy. Conversions occur when you focus your marketing efforts and tailor your blogs to the interests of your target audience.
There is something you can take from both sides of the argument on the value of untargeted traffic. The bottom line is that every product on the Internet appeals to a niche market. No matter how “boring” or “uninteresting” email marketing can be to a porn addict, it can certainly appeal to a start-up company with limited resources trying to get their feet off the ground and some instant, inexpensive traffic to their website. It’s all about trying to reach those who can benefit from and indicate a high interest in inexpensive, yet effective marketing solutions. Catering to the needs of this audience with catchy, yet relevant blog titles can make all the difference.