Whether you like it or not, not every publisher gets the coveted deal. Why do some publishers close deals regularly and monetize their platforms using the PRNEWS.IO service while others are still waiting for their first orders? Often, the answer hides in numbers.
Anyone in the publishing industry knows that it’s hard work to create great, compelling content. What’s even trickier to do is get this content distributed and monetized. It also adds that publishers don’t always have the time required. That’s when content distribution services like PRNEWS.IO are the best option. It helps that they allow you to generate more income from your traffic. So, if you need your platform to have a wider reach as a publisher, data is key to that.
Monetization rules and models that worked once are not relevant in today’s evolving world. There are numerous ways for publishers to make the most of their digital content in this golden age. Surprisingly, some don’t know where to start. So, let’s learn what metrics are crucial for your customers and how you can impact those.
Key Metrics of Your Website
Whatever the topic of a website built, it should have a key goal in mind. As a rule, that is about maximizing the site’s performance. To do that, you need some data or metrics to track that reflect how your site is doing. Let’s be obvious; there are many things to consider. So, to save you time, we’ve summed up six metrics your customers pay attention to before making an order.
It’s obvious that traffic is the key metric for your website since there’s nothing to measure without it. Before talking about getting more traffic to your site, it’s much more important to know if your website gets enough. Even with the most expensive web design, it’s a big mistake to expect those numbers to rise.
If you expect to get real figures, you’ll be disappointed to know that there’s no such a thing as a recommended number of website visitors each month. The idea is much deeper. The amount of traffic you should get depends on who you are. So, you can’t expect 90K people to visit your site if you’re a small-sized publisher. Also, it depends on your audience, bounce rate, average session duration, percentage of returning visitors, to name a few.
Still, it’s considered that a website that has under 400 visitors per month is not good. Yet, keep in mind that overall website visitors are not as important as you think. Why? Because not all traffic is useful.
By way of example, your website has 1K visitors monthly. But the lion part of those can be visitors from outside your geographical areas, competitors & suppliers, internal visitors, bots, noise, you name it. When removed, your potentially useful visitors number decreases and much.
The number of visitors will ebb and flow, and that’s nothing wrong with that. That shows progress and shows ROI. So having analytics measured across months and years is more important to the mission.
So, now let’s learn how to increase your website traffic. There are several good strategies to follow and use to help you get a true picture of your useful monthly website visitors.
#1 Data Driven Traffic
It’s not common for a site to get 8K visitors per month if 100 visitors a day is a rule of thumb. But whatever the reason for that, it can happen. Whether your article about 7 Things Gaga Taught Me About Clean Room Design created hype or the Dynamics of Prices in the Real Estate Market, find that piece that boosted traffic at that time.
Do research to find interesting, in-demand news that will work as a lead-generating machine for your website. Information is always in control, so be the one who gives rise to it.
This marketing tactic has been used since 2000, and if used right, it can be your fast track to success. All of this comes with a caveat, though. Think of it as a practice of leveraging news coverage for your own goals. Somewhere along the path of marketing history, a brilliant mind figured if you couldn’t make the news… you could hijack it.
Big fans of the European Championship football tournament 2020 will remember how Cristiano Ronaldo proclaimed that consumers should ‘drink water’ instead of Coca-Cola.
So, what did he do? He removed the game-sponsored pro bottle of Coca-Cola and made huge waves then. The act was as simple as that but knocked off Coca-Cola’s market value to $4bn.
What did Ikea do? They quickly capitalized on that news by naming their reusable bottle product to ‘Cristiano’. Even better, they added the hashtag #Euro2020 to gain even more coverage.
Why did it work? It was relevant, brand consistent, and pitched at the right point in the news cycle.
#3 Events PR
Industry conferences, ideas, festivals, and award ceremonies can be high on your list of deals with events. Whatever it is that you think your readers will be interested in – be it a webinar or a physical event, give them a reason to take part.
Place exclusivity front and center. Make your readers feel like they are part of a club, offering them some early bird discount or guaranteed places at some of your PR events.
The biggest sporting event of this year is Beijing 2022 Winter Olympics. As official data states, the event gathered over 100 million unique users for two weeks. Now think about 75 million followers on the Olympic social media accounts. It’s not that late to play your cards right to get the much-needed traffic you’re in for.
#4 Customers as the source of news
Instead of competing on price, win on customer experience. There’s no better time like now to show customers love and gratitude. Give a shout-out to your customers.
You can post news on social media or e-mail, invite them to try a sample, send a gift or e-gift card. The better you know the people you sell to, the better you will become at selling to them. Use customer surveys or focus groups to ask them questions, and then create tailored customer experiences based on the feedback.
#5 Team up and collaborate
Regardless of the niche, you’re in, collaboration with other businesses can double your reach. Even if you think that you have nothing in common, think again. Businesses are better together and you can prove that. You can cross-promote each other products or services on social media and get a wider audience base to reach out. Also, you can run a competition or an event together. That will give you the chance to bounce ideas off other people and be inspired.
You can find many successful collaborations between brands. Some of those are not the most obvious pairings but are still successful ones.
Communication is a two-way street, and there’s no other way about it. Content is king, but the one that is engaging and encourages leads is much better. Struggle to reach a higher engagement rate? Let’s check what you can do to win over customers, convert leads, and generate sales.
- Chances are you have ads blocks or email pop-ups on your website. If used right, they help your users take action that benefits your business goals. No way it should make them confused or leave your website.
- The content you create is not always about you. Better if it provides value to your readers and carters to their interests. The best way to know their interests is to ask them about those. Another way you can do research or use survey tools to help you with that.
- You don’t need to reinvent the wheel. The chances are that’s all has been said or written many times before you. Yet, there is always something new and unique that no one mentioned before. A new angle, fresh statistic, brand news, whatever it is, needs to shed new light on a familiar topic.
- Remember, boring walls of text don’t work anymore. Today your content needs to be visualized to the maximum. No, your web pages shouldn’t be as bright & flashy as Akihabara at night. Instead, it needs to be easy to grasp from the first second a user lands on your site.
- Whatever your topic is, back it with data. With so many figures accessible on the web, it’s simply no excuse not to provide it to your users. Plus, it’s a way to prove your expertise on the topic.
- Encourage comments. Ask your readers to engage. And never miss a chance to answer them.
The last thing you should complain about is that your website traffic numbers rise. People are visiting your site; that’s a good sign. Well, who doesn’t want to see that grow in traffic? The more important is to understand where this traffic change comes from.
There are different website traffic sources to understand. So, let’s talk numbers.
- Direct search – 51%
Visits that come from no referring website are defined as direct traffic. That means that anyone who physically types your URL into their browser lands directly on it. Also, if the source is unknown, it is still more likely to be categorized as direct traffic.
- Paid search – 10%
Traffic that comes from paid search campaigns you’ve launched is defined as paid search traffic. Getting paid visitors is not as easy as you think and involves some learning curve. Yet, the result you’ll get over time is more likely to be paid off.
- Social media – 5%
As suggested, social traffic comes from all possible social media platforms like Facebook, Instagram, TikTok, you name it. This traffic is highly scalable. So, if your following grows, that traffic grows too.
- Other sources – 34 %
Referral traffic doesn’t come from social media platforms or search engines. That is someone who lands on your website by clicking a hyperlink on another web page.
Email traffic means anyone who comes to your website from an email. Tag your email parameters properly with your email campaign, and any traffic that arrives at your site will be shown as email traffic.
- Organic traffic – 40% and more.
The best marketing strategy strives to increase these figures. Organic traffic is nothing more than visitors who land on your website from free sources. Those are search engines of all kinds, not paid ones. Getting results from organic traffic takes time and effort, and there’s no fast track to that success.
SEO is so effective because you can track and measure just about everything related to it. It’s all about rankings, traffic, engagement, orders, or orders; you get all the key insights you need to know whether your website is doing good.
Let’s go through the key SEO metrics of a site and see how to choose a publication and not make a mistake. By way of example, lets’ check some prominent ones.
Alexa Traffic Rank is a key SEO metric that indicates the traffic and user behavior on the site. That is the rating of all sites on the web. As a result, it shows the site’s position among all sites in the world. You can always learn how to get on top of Alexa rank.
Ahrefs Domain Rating is an SEO metric that indicates your website’s authority in terms of SEO. That rating is based on the domain’s backlinks with values from 0 to 100. The more, the better.
MOZ Domain Authority is a ranking that predicts how well your website will be ranked on SERP. Again, the score ranges from 0 to 100, with the highest number meaning the best result. There are different factors included in this rating and still you can learn how to increase your domain authority.
SemRush Rank is also a valuable rating to consider. The service analyzes your website from organic traffic that comes from the top of 100 Google search results. So, the number you see is the number of visitors who arrived from the first top 20 search results. The lower the SemRush rank, the better.
Although there are numerous metrics to consider, trends are not the same around the world. Thus, what is true for the U.S. is not true for Europe. The same story with countries like China, Russia, or India. They are all characterised by different ball games and approaches. With such complexity, you need to know your target audience and adapt to it.
The internet audience is vast and diverse. Creating content to please everyone is next to impossible, and it doesn’t make sense. The product or service you provide is sure not for everyone. Chances are there’s a buyer persona at its heart, and your task is to define it. For some reason, this seems to be one of the hardest things to do for many new business owners.
Your ideal customer loves, uses, and recommends your products or services to the audience worldwide. So, who is he? What language does he speak? What channel does he use to get information? Once you know the answers, then everything else can fall into place.
So, you want to close as many deals as possible. Instead of pursuing the entire market, it’s better to focus on your ideal customer.
Understand the regions where your most profitable customers are coming. It will give you essential insights on how to schedule your routine.
Don’t forget about the time difference. That is true if you provide publishing services for European and US companies. Sounds obvious, but you’ll be surprised how many companies neglect it.
Do a thorough research if you want to focus heavily on a specific geo market. Learn more about market unique characteristics, what local news your target audience looks for, and use that to your advantage.
See it this way. LinkedIn is the world-known platform millions of professionals use to connect, share, and learn. But the German market has its own Xing. So, if your target audience is located in Germany, they’ll appreciate it if you provide service for it.
A little help is never a bad idea, especially when using the PRNEWS.io service. Learn how to monetize your blog or website from day one, and you can save time & effort later. Digital media is a lucrative industry, and you can get a piece of that pie.
The secret is having the best practices of how media companies make money in mind and using them only for the right purpose for your current goals. And when learning the rules, fear not to break them.
Need help? See all your options and get started selling with PRNews.io here.