A company’s database of clients and prospects that they have a relationship with is one of their most valuable assets. The people that walk past their front door and glance at the sign are not especially important to a company, although a couple of them might stop in.

If you focus on driving traffic to your site instead of building a long term relationship strategy, you are focusing your efforts on the people walking by your door instead of the people that are buying or might buy from you.

Which one are you doing?

Traffic is important. However, if they do not have a reason to stay and get involved with the site, a visitor will click away in seconds.

One of our clients that gets the best hits from search engines does not care. They produce an average of 12 new articles for their audience every week and they get tons of links and hits with nothing optimized.

A comprehensive strategy for building and maintaining an online audience is more work. However, it pays bigger dividends as well.