Video: Publishers Uniquely Suited to Implement Conversion Funnels & Drive Audience Growth
The below video is excerpted from the webinar Innovative Strategies for Growing & Monetizing Your Audience. Register to watch the full webinar here.
During the webinar “Innovative Strategies for Growing & Monetizing Your Audience,” publishing consultant Brian O’Leary explained how publishers can implement conversion funnels to drive audience growth. He described a three-part conversion funnel that gradually narrows down an audience through a variety of calls to actions, first driving visitors to the site, then retaining a portion of that audience, and finally monetizing the most engaged readers. O’Leary said that this combination of tactics is a powerful way to build long-term relationships with visitors and increase site revenue.
In the first phase of the funnel, “Attract,” publishers should use marketing platforms like social media and search to drive new users to their site. “That’s an opportunity to recruit audiences that are interested in a topic, not just a format,” said O’Leary. “You’re not promoting magazines, but really articles or information.”
In the second phase, “Retain,” the publisher must offer exclusive content or deals to capture the visitor’s email address. This is the beginning of an ongoing relationship where the publisher can learn more about visitors and what topics interest them. “Develop a relationship with that audience through email and offer multiple pathways to discover content and purchase,” said O’Leary. The goal is to keep these readers coming to the site regularly and further refine their user profile.
Finally, the third phase of the conversion funnel is “Monetize.” In this phase the publisher offers multiple purchase opportunities or free, sponsored solutions to the client. Once a publisher has established a relationship with the reader and determined her interests in the second phase, it can offer more targeted solutions and more easily monetize that reader’s interests.
“Although this may seem foreign to publishers, they are well positioned to use conversion architectures,” said O’Leary. “They recognize what a great story is and how to tell it. And that’s a core component to attracting potential audiences.”
In the following video O’Leary shares specific calls to actions publishers should use to move site visitors down a conversion funnel. He also explains why publishers are uniquely suited to implement conversion funnels in their audience development strategies.