Experienced business owners and successful marketers understand that their communications and content must be relevant to the consumer for there to be any type of recognition or engagement. Until recently, content consisted of whitepapes, articles, or press releases in print form. Today, content begins at the website, then email, social media, online articles and releases, and online videos and webinars. The challenge we all face is understanding what are readers are searching for, where they are coming from and where they are going after their visit.

Step Two: Getting Your Customers to Engage | Gauge What Your Audience Wants by their Actions

The biggest mistake is to not use analytics to ‘listen’ to your audience’s interests. Without doing so, you may be wasting time posting useless information. Once you begin to use analytics, and review where your traffic is coming from, and where they are spending their time, you can begin to engage behavior.

Traffic Sources: Organic Search (Google, Yahoo!, Bing), Facebook, Twitter, Partner Sites, Press Releases, Articles

If you notice you’re receiving traffic from a certain area or country, your can then develop content to provide value to subscribers in those areas. Same with specific topics. High traffic to a certain topic is like a lighted flare. Let it grab your attention and then press forward to engage that audience even more.