How to Build Business Relationships


23 Jul How to Build Business Relationships

Meaningless Traffic

A few days ago I was in a conference call with a client, one of several we have in the course of a year to further strategy and business in general. In particular, we were talking about using their web site to build real business relationships. This call included the CEO and his Chief Marketing Officer (CMO).

During this call, the CMO proudly announced that, year on year, the traffic associated with their web site was up 25%. Wow! Isn’t that amazing. Or … is it? Was that comment, in fact, meaningless? Was it a ploy to gain the approval of the CEO, with their own job security in mind?

It was the second one, of course. And so, I jump onto my little soap box to talk about one of my pet hates; meaningless traffic that fails to really build business relationships.

Meaningful Traffic

Meaningless traffic is, by my definition, the number of people who visit your site in the course of a given period with no outcome to your business at all. You’re not building any real relationships; you’re just running in circles wondering why no real clients are emerging!

We’re talking about the tire-kickers of web browsing. These people are never going to join your newsletter, never going to comment on your blog, never going to purchase anything or engage in your company in any meaningful way.

Meaningful traffic is, by my definition, the number of people who visit your site in the course of a given period who actually engage. That engagement can be something like –

–          Liking a blog / post / video

–          Commenting on a blog / post / video

–          Joining a mailing list / ongoing contact system / your tribe

–          Purchasing something (even something small) with real dollars

In short, businesses, and the web sites that represent them, are all about building relationships. Those relationships will naturally, over time and with demonstrated value, become financial relationships. Meaningful traffic is a genuinely helpful step in building real business relationships.

So how do you know which is which?

Business Relationship Building

Every relationship these days, it seems, begins with a click. It turns out that you can measure these clicks by setting up appropriate goals in Google Analytics, which is available for free. May I say that again? One of the best tools in the game for measuring engagement is given to you, free of charge.

Here’s the sequence I recommend.

  1. The first thing you do is connect Google Analytics (GA) to your site, which can be done with a quick Fiverr gig*
  2. The second thing you do is inform GA of your key goals. These are the clicks you’re going for from ‘Join my Newsletter’ to ‘Buy my Thing’ and everything in between. This is as simple as another Fiverr gig
  3. The third thing you do is actively review this material so that you can see what is working (meaningful traffic) and what is not (meaningless traffic).
  4. Do less of the meaningless, more of the meaningful and a variety of experiments designed to find more of the same.

And every meaningful click will build your relationships one little step further.

That way, when someone asks you ‘How is your site going?’ you can give a meaningful answer. Something like ‘We have 25% more people joining the newsletter, 12% more people buying our products and 27% more people connecting with us via email and phone to pursue real business.’

Now that’s meaningful.

*If you’re not sure what a Fiverr gig is, take a moment to watch this video.

Tim Levy

Tim Levy is an author, speaker, consultant and coach working with CEOs and entrepreneurs on clarity, strategy and mindset. He runs a strategic marketing agency out of Austin, Texas. He routinely speaks for leading organizations like Vistage International, Conscious Capitalism and Secret Knock. Tim’s intention is to radically accelerate and enable highly purposeful CEOs and entrepreneurs in their business and personal lives.

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