All Posts by Dennis Lewis

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About the Author

Dennis H. Lewis, CEO of Green Light Digital, is a serial entrepreneur who has lead successful startups in both the US and Europe. He has been featured on Good Morning America and the New York Times.

Feb 15

Should You Pay to Send Traffic to Your Website?

By Dennis Lewis | Digital Marketing , Guest Posts

OK. It’s true.

There’s just no question about it.

Creating a website without traffic is like putting a neon sign in the deepest depths of Lake Michigan. At best, you’ve wasted the effort, and at worst you get electrocuted.

There’s no quick answer to the problem of getting the right people to visit your site.

Unfortunately, the simplest questions often have the most complicated solutions.

By now, you’ve probably come to terms with the fact that you need to do something to get people to visit your website.

But at what cost? Should you pay to send traffic to your site?

If so, how much?

First of all, the most important advice I can give you is the following:

Until you can accurately measure return on investment, don’t pay a dime for any type of traffic.

Don’t work on SEO.

Don’t share on social media.

Don’t buy a single click.

Nothing. Nada. Absolute zilch.

You have to be able to judge the return on every campaign you run on the internet. Everything else is throwing money down the toilet.

So before starting, stop and decide how you’re going to measure success.

Later in this article we’ll go over some of the most standard metrics, but whatever you do heed this advice. Measuring is key to success.

The next question you’re probably asking yourself is “why pay for traffic when there’s tons of free traffic out there?”

As a response, let me ask you a different question?

Why do companies pay to advertise in the newspaper or on tv, when they could just get journalists to write stories about them for free?

Or better yet.

Why buy tomatoes at the supermarket when you can plant them for free in your back yard?

The answer to all three questions is identical.

Free tomatoes don’t exist. Free advertising on TV doesn’t exist.

And free traffic in internet does not exist.

But wait. When someone does a search on google, sees a link to your website and clicks, you get free traffic, right?

While technically true, if your website is located on the eighteenth page of the organic search results, how many clicks do you think you’re going to receive?

The truth is that positioning your site in the best keywords requires, in the best of cases, hard work, dedication and significant amounts of time.

I don’t know about you, but do these three things sound free?

Most SEO work requires creating great content, doing onsite optimization and then building back links to your site. None of these are free.

So if free traffic isn’t free, the question remains, “How much should I pay for web traffic?”

Is 20¢ a click a good deal?

How about $1?

Perhaps $150?

The only correct answer for all of the above is “it depends”.

For example, if for every 10 clicks you make a sale worth $3,000, then $150 per click is a great deal. 10 clicks will set you back $1,500 and you’ll make another $1,500 in profit.

However, if it takes a thousand clicks at 20¢ a click to make a sale worth $150, then you’re paying too much. A thousand clicks at 20¢ will cost you a total of $200 and you will have lost $50.

The only way to determine what price to pay for traffic is to base the calculation on your specific metrics.

First of all, what are you trying to achieve? Signups to your list? Sales? Referrals?

Second, what are the metrics you’re going to track?

A few of the most typical things to measure are:

CPC: Cost per click. This is simply the cost of every click you’re paying for.

CPA: Cost per action. This is the average cost for whatever action you’re hoping to achieve.

CAC: Customer Acquisition Cost. This is the average cost for acquiring a new customer.

ROI: The economic return on investment.

Obviously not all traffic is created equal.

Traffic that is highly targeted to your ideal customer demographic will usually cost more than general “low cost” traffic. While your CPC may be low, your CPA or CAC may turn out to be prohibitively high.

So once you find a good traffic source at the right price, how much of a good deal is too much?

In the end it depends on your ability to handle the business.

If you can attend an unlimited amount of business, then you should concentrate your efforts on optimizing and scaling your campaign.

If, on the other hand, your production capacity is limited by factors such as raw materials, human resources or elaboration time, then you will need to match your marketing to get as close as possible to your maximum production level without burning out your resources.

In conclusion, the answer to the “how much should I pay for web traffic?” question should, if we do things right, transition into “how much can I pay for web traffic?”

When you have built a finely tuned sales funnel and are carefully controlling the right metrics your focus will change from worrying about the cost of each click to trying to figure out how to get as many clicks as you possible can.

Believe me, that’s when digital marketing starts being fun!

Is your sales funnel working like it should?

Why don’t you click here and we can analyze your digital marketing situation?

Feb 09

Why Fashion Businesses Are Drowning in the Facebook QuickSand

By Dennis Lewis | Business , Guest Posts

You’re posting regularly.
You’re running “like ads” to grow your audience.
You’re advertising your online store.

And it’s just not producing.

Sound familiar?

This is the Facebook quicksand trap that is slowly but surely drowning far too many fashion businesses.

But before I continue, I’d like to share a quick tip with you that could save your life.

You see, drowning in quicksand must be a truly awful way to go. While maybe not the most clear and pressing danger for many “city slickers,” you just never can be sure, can you?

So, file this away in your memory: The best course of action when you find yourself being swallowed by a hungry puddle of quicksand is to slowly raise your legs while leaning backwards. You’ll float right to the top!

With that now out of the way, I’d like to try and save your brand’s marketing budget as well.

You see, all too often I talk with fashion entrepreneurs who seem to be flaying away – desperately trying to do a bit of everything while pretty much going nowhere.

Don’t let this be you.

You see, Facebook is the most powerful advertising platform in the world. It offers unparalleled targeting options and can drive torrents of high quality traffic.

But it’s notoriously tricky.

And even worse – it is a terrible place to try and drive organic, free traffic!

Why? Because for brands, Facebook is decidedly NOT a social media network.

Nope. Those days are long gone.

Facebook is an advertising platform that sponsors a social network for individuals. Just like the good old days when Coca-cola sponsored Gilligan’s Island, today your brand’s messaging is sponsoring Uncle Ben’s ability to check in on his grandkid’s trip to Fort Lauderdale!

So, what should you be doing?

First and foremost, EVERY fashion startup should be dedicating four times more effort to Instagram than Facebook!

Instagram is where the engagement is.
Instagram is where the loyal followers are.
Instagram is where the sales are being made.

Data has proven that Instagram drives 58 more times engagement than Facebook! It is highly visual and people spend enormous amounts of time staring at their Instagram feeds every day.

If you’re interested, please check out my Powerhouse Instagram Marketing Service here.

Next, in order to avoid the Facebook quicksand you need to play a different game over there. A game that will be clear when you answer the following question:

What does Facebook love almost more than racking in your ad dollars?

The answer is: great content that genuinely appeals to highly targeted groups of users.

Facebook loves content that drives engagement. This is the key ingredient in their success. So much so, that they are willing to give away their most precious asset – user eyeballs – in exchange for awesome content.

So, my recommended formula for getting the most on Facebook is:

  1. Consistently invest a small amount ($5 – $10 a day, for example) on like ads to grow your facebook page following. Be super careful about how you target these ads!
  2. Make sure you are growing a Facebook retargeting audience of everyone who visits your website.
  3. Publish both original and curated content to your page everyday.
  4. Promote the content that gets engagement and ignore all the rest.
  5. Only run traditional ad campaigns to people on your retargeting audience.

Want to have a conversation about how this is all done?

Signup here for a couple of hours of 1-on-1 marketing assistance.

I’m looking forward to seeing your success!