By Jeff Herring
Q: Why can’t I just pick one great source of traffic, stick with that, and put all my efforts there?
A: That’s a great question because what you’re getting at is trying to get to ease of use and working smarter instead of harder, working less and getting more results.
The problem is in this age old saying:
“Don’t put all your eggs in one basket.”
The reason why these age-old sayings stay around is there is some wisdom to them.
Here is how it works online. Let’s say you got all your traffic from Facebook. Not a bad source of traffic and certainly one you want to have in your arsenal of traffic. However, if all your traffic came from Facebook, and that was your only source of traffic, you’ve got a problem.
You don’t own Facebook. You don’t own your presence on Facebook. Your presence on Facebook is owned and therefore, controlled by Facebook.
So what happens if they charge part of their rules about traffic, and it doesn’t fit for you or doesn’t work for you. Or even worse, as happened to many, many people, what happens if for some reason, your Facebook account gets shut down, and there goes your one and only source of traffic?
An important business lesson
This is a business lesson I learned years ago when I was a marriage and family therapist in private practice and was building traffic sources. What we call in that business referral sources, where my referrals came from.
I had it made in terms of referrals once I started writing a weekly column for the local newspaper. From ’86 to ’94, I didn’t have the column, had multiple sources of referrals and traffic. Started writing that column, and it became a huge, enormous source of traffic and referrals and I loved it.
One of the best business decisions I ever made though was not to rely on that single source of referral or that single source of traffic because I did not control it. It was controlled by the newspapers. And in a sense, I served at their pleasure.
Although it was only supposed to be for six months to a year, it ended up — it still goes on now nationally and internationally, the local newspaper decided not to run it anymore after 10 years. So what would have happened if I had relied on that as my sole and only source of traffic, and then it dried up?
I would have been in big trouble professionally, but because I had and still maintained, even though I had this one great source of traffic, I still kept all my other sources of traffic working so that when that time came in ’04, and there was no longer that source of traffic, that it was okay. I still had all my other sources of traffic.
So yeah, use one, and maybe it might be your primary one, but always, always, have multiple sources of traffic because then you’re safe.
Another way to think of it is let’s say that you’re going to sit down and have a meal. Your table has one leg. How stable would that table be? Didn’t mean for that to rhyme, but it did. How stable would that table be?
I want to eat at a table with multiple legs and multiple supports. That way, if one gets taken away, that table still has an opportunity to stand. You want it to be the same way with your traffic.
Now here is a great resource of traffic for you: Watch this Webinar about How to Maximize Your YouTube Traffic when you visit http://YouTubeTrafficWebinar.com.