Before I get started with this week’s blog, I have to start with a warning. Look at my personal Tik Tok at your own risk. The dancing is so bad, it’ll make anyone run for the hills.
Now this blog isn’t about Tik Tok and it’s definitely not about how horrible my dancing ability is but more so about what I see daily on the app.
Before I get into that, I want to talk about my beer store days. I know, I was fired and it changed my life for the better…not that. This is about something we had to do that I didn’t understand until now.
The Beer Store like almost every other major retailer out there would have us ask customers for their email address. At the time, we hated doing and although I did understand it was about offering deals to the customers, I didn’t realize how important those emails were.
Now when it comes to Tik Tok, there are a lot of new creators and they all want to drive traffic somewhere. A lot are affiliates to a certain product they like and a lot of them are on Twitch and use that as a way to make money.
Very few have a way to collect your email and just going to a 3rd party site isn’t traffic you own.
When it comes to marketing your business online, there are 3 types of traffic. Traffic you own, traffic you control and traffic you don’t control. The goal is to turn all traffic into traffic you own.
What do I mean by traffic you own? Before I answer that question, I will ask you this. Do you have an email list and do you use that list often?
Something I have said many times before is that social media is a rented space. What I mean by that is, Facebook, Instagram, Twitter, LinkedIn, Tik Tok and all the rest, they are all rented and at any time those platforms can just close up shop.
Before we all start to worry, I don’t see that happening anytime soon but if you remember in the last couple of years, all of the Facebook apps have had times where they have been down for a day and roughly 2 years ago, they went down for 2 full days.
That means, while they were down, we weren’t able to post anything. The only exception is there have been many cases on Tik Tok where accounts have been “Thanosed†after going live. This happens on Tik Tok often as creators can mass report you and have your accounts banned if they don’t like you or don’t agree with what you’re saying. That’s a topic for another day though.
Think about this for a second, if the current social media platforms your marketing on all went away, would your business be ok?
That’s why it’s so important to have traffic you own and that traffic is, yes to an extent, the followers you currently have but more importantly your email list.
The next form of traffic is traffic you can control. This is traffic that comes from ads you purchase online like a Facebook ad or a Google ad. This is traffic that you have bought from Facebook or Google and even though you don’t own it, you can control it and have this new audience go where you would like them too.
This is typically to a funnel or “squeeze page†you have set up so that you can collect their email and have that traffic become traffic that you own. As an example of this, right now we have an eBook that gives you all the resources you need as an entrepreneur to grow your business online. In order to get this eBook you have to provide us with an email address so that we can send you that eBook.
Running an ad on Facebook, I am able to take the traffic I control and turn it into traffic I now own. Once I have this traffic I can now nurture it through an email sequence. This is a way to build relationships with that traffic that is now your audience.
Lastly, the traffic you don’t control. This is traffic that finds you from a post you were tagged in, searching you on Google and finding a blog, your website or a post through Facebook. With this type of traffic you have no control over where it came from or how they will act on your pages or social media.Â
When it comes to traffic you don’t control, you’ll want to have your site and pages optimized so that when this traffic you don’t control finds you, you have a CTA visible for them to see. For example, if someone finds my website from a Google search, the first thing they see is a CTA for my eBook funnel front and center. Although I can’t control that traffic the way I can in a funnel, that option is there for them.
I’ve just touched the surface here when it comes to traffic and Russell Brunson can really show you have to create traffic and turn that into traffic you own. All you have to do is get his free book, Traffic Secrets. Just click the button below!
