Recently I’ve read about otherwise sane Internet Marketers (also called SEO’s) targeting Digg comments at an attempt to direct traffic to a particular website. The first thing that came to mind was that running a campaign specifically to garner traffic from the comments of a techie social media site is probably not going to have a great ROI. I may be wrong, depending on your target market, but nonetheless blog posts abound SEO’s spending lots of time on ineffective strategies abound.
There are virtually unlimited markets and communities that can be used (and exploited) in order to increase the traffic to a website. The cost to use them is either your own time and effort in comparison to the results that same time and effort would earn using alternative methods / strategies or the cost to pay a professional to do this for you.
What does a particular traffic source do when they get to your website? Do you they buy a product or service, do they subscribe to your blog, or do they leave without doing anything? Going back to my Digg traffic example. In general (also true of other traffic sources from techies) Digg traffic has a high bounce rate, so digg comment traffic (being less direct) will probably have an even higher bounce rate. Conversions and ROI can easily be tracked with Analytics and I recommend every website at least have Google Analytics installed so they can begin looking at the ROI of each of their main traffic sources. Use this information when engaging in a long term campaign to figure out the particular value of investing time and money in different traffic sources.
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