— April 16, 2019
Over the last two weeks, I’ve had two calls with two different people — who have totally different business models — both of whom seemed to be looking for permission NOT to have an email list or do a lot of promotion/drive a lot of traffic to their websites.
One needs to drive a lot of traffic, but doesn’t need an email list. The other doesn’t need a lot of traffic right now, but I recommended she start building an email list to use in the future.
It’s a question of business model. How many sales do you need per month? That determines how much traffic your content strategy needs to generate.
If you only need a few sales, because you have a high-priced offer, you don’t need a ton of traffic — and you don’t need a ton of people to join an email list.
On the other hand, if you sell a lower priced offer, and therefore need to sell a higher volume, you do need more traffic. That means you also can’t possibly sell one on one to all those people, and so you probably do need an email list in order to use email to sell.
And if you have a mismatch between how much traffic you’re generating and your business model… You’re going to have problems.
Check out this video where Meg Casebolt and I break it down for you:
Whether you need SEO — or an email list, or a Facebook account, or ads, etc. etc. — all comes down to your business model and how you plan to sell what you want to sell.
That’s why we only create bespoke content strategies here. There is no cookie-cutter formula, no one-size-fits-all answer. What you do and what you sell are as unique as you are, and so you need a content and promotional strategy that supports your goals, your business model, and yes, your personality.