How effective are certain channels when it comes to driving traffic to publisher sites?
To join the platform,
publishers were asked to fill out short surveys asking them about their
traffic, where it was coming from, and how well it was performing. More than 250 publishers
completed the questionnaire, offering results from more than 30 million unique
monthly visitors spanning verticals ranging from “home and family” to
“firearms and hunting” and everything in between.
While the report’s findings
illustrated a few important takeaways, such as the vast importance of a quality
search-engine-optimisation strategy, it also highlighted some obvious trends
occurring in social media that publishers should analyse and optimise for —
specifically, Facebook. Here are the top three:
Facebook drives traffic
of the results of the Publisher Roundtable report was that Facebook is
“the most popular and effective social media site,” with 99 per cent
of publishers claiming that they receive traffic from the social network.
Social media is key to retaining an audience
media isn’t just great for connecting with followers and expanding audience —
it’s key for maintaining your fan base. According to the survey results, 81
per cent of publishers with a high percentage of repeat visitors receive traffic
from social channels. We’re not only talking about the big guys (like Facebook
or Twitter) — sites like Reddit and Digg are also very valuable.
Social media traffic isn’t always quality traffic
Even though lots of publishers claimed that
social media was vital to generating traffic for their sites, they also
suggested that social media traffic was less likely to take action or engage
with their sites. Of the more than 250 publishers that took the survey, only 41
percent expressed satisfaction with the traffic they received from Facebook,
which was twice as high as Twitter. So social media is likely best used for
growing and curating a following, rather than advertising.
Social media can be effective
in keeping followers interested in your brand, but these sites aren’t the best
tools for driving quality traffic and for conversions.
Publisher Roundtable is a platform designed to let online publishers collaborate and learn how to grow their websites more effectively. Together, publishers can generate benchmarks around audience growth, content and monetization. It is designed to benefit content publishers of all types and sizes, their goal is to arm publishers with the objective data and insights to make more informed business and marketing decisions.