If you are interested in monetizing your website you need to know and follow the rules of increasing user engagement on your blog.
Why Engagement Matters
Engagement matters for several reasons:
Engagement helps you build trust and authority. Think of content marketing as “talking” to your customers. The more that they listen, the more engaged they are, and the more likely they are to trust you. This will increase the likelihood that they’ll become your customers.
More engagement means more possibilities for monetization. The longer someone stays on your site and engages with your content, the more they will be exposed to advertising, affiliate links, and other forms of monetization. As we’ll see below, this is one big reason you should develop content-rich, engagement-driven websites that incorporate monetization tools.
Without engagement, visitors never become customers. It’s for this reason that many businesses put engagement before traffic. Building trust takes time. You can’t expect a one-time visitor to suddenly become a trusting, loyal customer. Instead of focusing solely on traffic, divide your efforts between traffic generation and engagement, so your visitors will eventually convert and become long-time customers.
Knowing why engagement is important will help you build a strong foundation to your website strategy, which should be centered around creating a marketing funnel.
“Funnelize” Your Website
The primary purpose of every website should be driving your customers down a conversion pathway. Ultimately, they should be coaxed towards making a purchase, opting in to an email list, downloading content, or some other action that plays a part in your overall revenue model.
These days, most marketers understand the importance of engagement in the marketing funnel. Visitors who are engaged turn from prospects into leads and customers. And customers who stay engaged with your business remain a part of your upsell and cross-sell chains.
You should focus not only on increasing engagement on your website, but all across your digital presence. From social media to email to websites, your marketing should prioritize your relationship with the customer, because all profitable businesses are built upon relationships.
All the engagement rules listed below are designed to improve the efficiency of your funnel.
Create Value-Added Content
People surf with intent and purpose. They are visiting your site for a reason, so your first objective is to fulfill their expectations. If they aren’t finding what they’re looking for, they’ll leave.
Use keyword research, customer research, and market research to find out what they want so that your site’s content meets their expectations. When you give them what they want, they’ll stay engaged and come back for more.
It’s also vital to create content-rich websites. Small websites without much content have little to offer users. Larger websites, with thousands of words of content, have more potential for engagement. And, the more engaged people are, the more likely they are to listen to your message, trust you, and enter your marketing funnel.
Prioritize the User Experience
A usable website should make it easy for people to find what they’re looking for. Make your navigation clear and easy to use, and give your customers a straightforward way to search your site.
Findability is especially important on content-heavy sites that have lots to offer potential customers. Offer people a simple way to search through your content.
For instance, SiteFuel, an in-site search solution, offers a graphical search function that enhances the search experience with a visually rich user interface and relevant search results. This search function offers the added benefit of monetizing search queries, which is a primary goal for many website owners.
Visually rich, well-designed user interfaces should be another focus of every website. The best sites include relevant graphics, modern designs, and content that doesn’t confuse.
Poor user experiences, however, will decrease engagement and monetization potential.
Interaction with users, through comments and even off-site through social media, contributes to overall user engagement. The more you interact with people, the more important they feel and the more likely they are to become your customers for the long haul.
While on-site user engagement is important, it’s also useful to think about multichannel engagement. In other words, engage people through other channels, such as social media and email.
Since the purpose of your online marketing program is to develop a funnel, you need to prioritize engagement across all your marketing channels.
Another way to make your content more interactive is by socializing your website. People are social and when you make it easy to share your site, you add a level of interactivity. Not only does sharing increase your word-of-mouth marketing potential, sharing makes people feel good. When your content is the source of that positive emotion, people will connect with your content.
Keeping people engaged is the best way to build a base of customers that will buy what you’re selling and stay loyal. When you understand the reasons behind engagement, it will become easier to implement the rules of user engagement.