If you’re looking to use an internet site to market your brand and products, great! Your website is the destination and there are many ways to get there. Imagine you’re organising a London medical event/conference/exhibition. Some people will take a bike or walk (organic transport). Others take the bus, cab or tram. Some drive and park. Hey – some may arrive in a Limousine! These ‘vehicle’ people are your paid transport. The thing is, you’re paying for all these ‘paid’ people to get there. You want them all to walk, obviously, but it’s just not going to happen.
What will happen, as you create more events (new pages, website sections, product lines/reviews, etc.), is that more people will start to walk as they become familiar with what you do and how you do it. That’s the ratio metric we’re interested in. How we can increase the number of people attending your ‘thing’ without us having to pay to get them there.
This is where creative and honest brand and product knowledge becomes a currency. You lure people to the ‘best gig they’ve ever been to’ and they get there and there’s a guy with balloons and a cold platter on offer. Will they click a second or third time? Our invite to the party needs to be great, but what a crock if the invitation’s better than the actual party! No-one wants that. You want them to enjoy the experience, BUILD MEMORIES and put your parties on that special shelf so anytime there’s a whiff of something happening, they’re there already!
Read next: Forms of Digital Transport
