Act Now! Use Real-Time Data to Engage More Customers
From YouTube videos to interactive infographics, e-books and even this post, content marketing is on the rise. When done well, content is incredibly powerful and nothing is more influential than word of mouth.
I bet the last time you clicked on a text or display ad was weeks, maybe even months ago. But if your friend or colleague told you about a cool infographic, you probably would check it out immediately.
In fact, 90% of businesses believe content marketing is becoming increasingly popular (and yes, I found that out thanks to an infographic).
However, content marketing isn’t as easy as it looks. One of the biggest problems is that the impact of this traffic spike can be over all too quickly. An influential blogger could mention you, causing a surge in new visitors to your site, only for everything to return back to normal after a few hours.
Next time your traffic is spiking, be there to make the most of it. Here’s how:
1. Get real-time and engage with individual visitors
You’ve just posted your latest article, video, or infographic and all of a sudden fresh visitors are on your site. Now is the time to connect with individual visitors and see if they are interested in your main product. You can use services such as Olark to get live chat set up in minutes.
Who do you talk to? Mainly, try to focus on the visitors that are most likely to be interested in your product. Find potential customers by looking at how much time they’ve spent online, how many pages they’ve visited, and whether they’re engaged in your content.
2. Reach out to people sending huge traffic your way.
A piece of content is driving phenomenal traffic to your website. There is so much chatter on social media it would be impossible to engage with everyone.
Using real-time analytics you can see which sources are driving the most traffic to your site and engage with those influencers. It could be that it’s only a handful of Twitter users that are responsible for the majority of your traffic.
It could be that someone else has linked your infographic to their blog/news site and you’ve received hundreds of visitors from it already. Now is the prime time to leave a comment on their blog and engage with their audience.
3. Is it making an impact? Focus on the right metrics.
Crafting good content takes time and it’s important to make sure that you’re either driving more traffic to your site (and hopefully more conversions) or increasing brand awareness. Purely focusing on the number of “likes” or “followers” you have can be misleading.
Whatever analytics service you’re using, ensure you’ve set it up correctly and know what it’s tracking. Even better, integrate it with SumAll to see if there are any correlations between your web analytics data and other data sources. For example, plot your sales, social media and site traffic and with a quick glance see if that piece of content marketing helped your business.
Summing up
Create great content that resonates with your current and desired customers. When it takes off, make sure you’re there to make the most of the new inbound traffic. Engage with new visitors, build up your connections with top influencers, and ensure you’re measuring your content marketing success on the right metrics.
Want to see how the Pro’s do content marketing? Check out:
Written by Hugh Hopkins, Business Development at GoSquared. GoSquared is a real-time web analytics platform that helps you understand and improve your website faster. For more, visit: https://gosquared.com.
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