Why 'Traffic' Doesn't Matter in Network Marketing

Why Traffic Doesn't Really Matter
in your Network Marketing Biz


I'm no doubt going to piss off a couple of my Internet Marketing friends just from the title of this, but once you read...and they read, I'm sure everyone will agree.  

In today's marketplace, and certainly now in today's M.LM world, we hear the word TRAFFIC all the time.  You've got to have TRAFFIC, so you can get more conversions.
 
Higher Traffic = Higher Conversions, right?

Well...actually it should read more like:

"Quantity and quality of traffic driven through a specific and well-tested marketing campaign with a powerful and well thought out call-to-action with a strong end-user benefit equals higher conversions."  

It's interesting how the terminology that is being used today in network marketing has somewhat shifted, even though what we actually do each and every day hasn't really changed at all.
 
The terms "traffic" and "conversions" are typically used in advertising and marketing, not specifically in network marketing.  Although, they obviously CAN and are tied directly into network marketing, IF someone is involved in any kind of specific marketing activity.
 
So...what do I mean exactly when I say that 'traffic' doesn't really matter in network marketing?  
Well...if your objective is to build a sustainable check in a network marketing company, then it isn't specifically 'traffic' that you need, it is people to talk to.  Now...let me clarify a few things.  
What you need are people to talk to.  If you were marketing online as ONE of your ways of finding people, then you would certainly require 'traffic', and undoubtedly, you'd want to 'convert' them into customers or distributors in your company.
 
Traffic DOES certainly matter...and it matters a whole bunch if we are talking specifically about a marketing campaign, but if we are simply talking about going about building a business, then the term 'traffic' wouldn't necessarily apply.

I think a lot of new people get confused in today's environment.  New people typically do not know or understand the difference between terms that are used for Network Marketing, Internet Marketing, or Marketing in general.  They seem to all get thrown in together.  

As a network marketing professional, you want to be GOOD at it.  

Good at networking
And, good at marketing.  
These are two TOTALLY different things.  

Traffic itself doesn't matter AT ALL in the context of network marketing, UNLESS you are actually doing some form or marketing.  

There are TONS of ways to generate people to talk to about your business, without ever actually marketing at all, even though that's probably not such a good idea.  

Limiting your options as to how you go about building your business is likely a recipe for failure.  
Some, if not most, of the most successful people I know in network marketing are fantastic at networking and meeting people.  They've built multi-million dollar a year businesses on networking alone.  They talk to people they know and don't know, they meet new people, they seek new people, and they easily identify individuals to engage in conversations with.  

Many also market.  They run ads.  Online and offline.  They test copy.  They split test.  They study copywriting and become incredibly good at it, or hire someone who is.  They have a budget.  They invest in their business.  They tweak and re-test.  They, those that are focused on 'marketing', RELY on traffic...and more importantly, rely on that traffic to 'convert' in order to grow their business.  

No...traffic does not matter in network marketing.  
Yes...traffic does matter in marketing.
 
Understand the difference?

I've been involved in network marketing full-time for over 20 years.  Things have changed...and at the same time, they haven't.
   
In today's market, thanks to the Internet, we now have a myriad of choices that we didn't have when I first started from the standpoint of reaching out, meeting people, and ATTRACTING new people to us.  The Internet has provided us alternatives that we didn't have before.  Before the Internet existed, if we were to market, we had to rely only things like direct mail, offline classified ads and display advertising.  

The premise however of network marketing has NOT changed.  Network Marketing is a grassroots business where people share a product or service they like with other people.  People drive our business.  

Traffic can play a role in that only IF we are actually involved in actually MARKETING our business. 

I rely every day on traffic and conversions for my seminar company.  I advertise.  I market.  But...in my network marketing business itself, the success of it does not specifically rely on traffic.  It does however rely on people.  Now...people DOES equal traffic.  That's what traffic is!  These aren't cars on a busy street, they are PEOPLE visiting your website.  

Confused?  

Don't worry.  My purpose in all of this is to explain one thing and make sure you clearly understand the difference.
   
Success in network marketing itself doesn't require traffic and conversions.  
Success in network marketing IF you are actually marketing does require traffic.

Why in the world am I even writing about this?

Over the past year or so, I have had numerous conversations with fairly new people in network marketing over the subject of TRAFFIC.  On Friday of this week, this is essentially the conversation that took place.
 
New Network Marketer:  "Todd...can you help me out?  How do I build my business?  I'm not sure where to get traffic?"

Me:  "Well...are you advertising or marketing at all?"

New Network Marketer:  "No...is that where traffic comes from?"

Me:  "If you are building your network marketing business, you build it without even the term 'traffic' coming into play.  Traffic isn't a network marketing term.  It is a marketing term.  And likely, if you are asking me that question, you are probably referring to Internet Traffic or Website Traffic.  This means people who are visiting a website that you have.  Do you have a website you are driving traffic to right now?"

New Network Marketer: "No....I only have the site the company gave me.  Do I drive traffic there?"

Me:  "Well...you could and should certainly be sending people to your site to look at your business if that's how your company shows the opportunity or product.  But...that in itself wouldn't be described as 'traffic' in the sense that you're talking about.  However, I would NOT be driving 'traffic' through any form of paid or unpaid advertising to a self-replicated page your company gives you.  If you have a lead capture page or squeeze page and you are prepared to actually begin to 'market' your business assertively, then you'd want to drive people to that site."

New Network Marketer:  "So...what should I do?  I've never advertised before."

Me:  "Start talking to people about your business and build a base.  Get familiar and comfortable with doing network marketing.  Then...start learning how to market.  Study marketing.  Study copywriting.  There are plenty of resources and tools for you out there that can help you get a grip on the 'marketing' and 'online marketing' side of the network marketing equation.   If you want to understand the 'online' side of the business, you can certainly learn quite a bit from sites like BetterNetworker.com, MagneticSponsoring.com or MLSP.com.  All of those sites will give you something to learn from the 'online' of things.  But...let me tell you this before I go because I'm about to host a webinar.  If you don't know anything about marketing or online marketing, you can still get a huge start and likely build a pretty big check without every actually spending a dime in advertising.  But...long-term, probably a very wise idea to be knowledgeable on the subjects of copywriting, advertising and online marketing.  Just remember...it is a learning curve you are going to go through.  Make sure you are focused on building your check and spend your 'off' hours, late at night and early in the morning doing your studying and testing.  During the daylight hours when people are awake is when you should be talking to people about your business."

--- end of conversation

So...that's what made me write this.  

Traffic matters in marketing.