In Digital Marketing, any content strategy includes great efforts to attract an audience to a blog. As important as that is, valuing returning visitors can be even better.
This metric helps to understand how many users have returned to the blog after a first visit. This behavior indicates a possible interest in what they saw.
Generating this recurring interest depends only on the direction of the strategy.
There are some key actions to increase the number of returning visitors. To do this, it is necessary to offer content that can engage, create loyalty, and always be in contact with your audience.
In this post, you will better understand how to increase returning visitors to your blog through valuable strategies.
Keep reading and find out!
1. Create a newsletter and encourage subscriptions
A user who visits your blog and finds a good post realizes that they can find more valuable content. Newsletters are the best resources to take advantage of this predisposition to get more information.
By subscribing to the newsletter, your audience receives all-new content by email, keeping themselves always updated.
Thus, it is also important to generate in the user the feeling that, if they do not follow the newsletter, they will miss valuable content.
It is also necessary to encourage subscription, instead of just creating the list to be triggered by email. To do this, use eye-catching CTAs, like these examples:
- “Subscribe, so you don’t miss any content like this one you just read!”;
- “Do you want to follow more content like this as soon as they are posted? Subscribe to our newsletter!”;
- “Subscribe to never miss a post again!”;
- “Subscribe to get more blog posts, discounts, and exclusive content in your email!”.
2. Keep in touch over your social media channels
Social media channels are great traffic sources for blogs, since a large part of the audience is on these platforms. Therefore, that’s where you should spread your content.
First of all, remember always to promote your social media pages on your blog. In each post, add links to your channels in the bottom or another highlight place of the page.
This strategy will increase your number of followers and their engagement rate. With this done, always remember also to publish these new content on social media pages.
This way, it is possible to generate recurrent traffic to the blog, since every new publication will make your audience return.
3. Keep your blog updated
Returning visitors will always be looking for more of what made them interested for the first time: quality content. If they return and their expectations are not met, this can generate frustration.
Therefore, it is essential to keep your blog always updated, with new content posted at least weekly. An editorial calendar can help a lot in this task.
When accessing an updated blog, visitors realize that there is a commitment to keep them informed. If the audience doesn’t find it, they are probably going to stop coming back.
4. Invest in great and unique content
Quality content is one of the main ranking parameters that Google sets.
That alone would be enough for you to follow this tip, but we’re talking about attracting recurring traffic. In this case, quality content can build loyalty, simply because it generates interest.
If the user consumes content and notices its quality, they will naturally return to the blog to look for other posts.
When a strategy meets this expectation, recurring traffic is established. Thus, in addition to updating your content, it is necessary to focus mainly on quality.
5. Measure micro-conversions
While your primary goal is to sell a product or service, other minor conversions may be of interest.
Micro-conversions help measure how engaged the audience is with your blog and how much they are willing to return.
Ideally, in the content strategy, some options for interaction should be offered. These options help to create engagement and are also solid measurement parameters.
Some of the main micro-conversions can be:
- comments on a post;
- clicks on a banner;
- social media sharing;
- subscriptions to newsletters.
The greater the number of micro-conversions, the higher the engagement. The chances of having returning visitors also increase automatically.
6. Learn about your visitor’s preferences and deliver a personalized experience
You can track all user activity on your blog. You can also know where they clicked, in which area of the page they spent the most time, what content they accessed, among other things.
This user activity is a trustworthy basis for mapping your audience’s preference profiles. From this, you can optimize the strategy: investing more effort in what generates higher interest in those who visit your blog.
If these users prefer small posts, start producing more of this type of content. If they react better to a specific CTA, use it more often in the strategy.
Delivering a personalized experience is key to attracting more returning visitors.
7. Invest in awesome User Experience (UX)
UX is what ensures that your blog will be enjoyable for a user who accesses it. This idea includes some points like:
- page loading time;
- mobile responsive design;
- easy navigation;
- attractive interfacing.
If one of these items is missing, the user experience will certainly be poor, which may impair the user’s intention to return.
It is essential to make an inspection of the blog’s functioning and regularly run performance tests. Optimizations will always be welcome and will generate a higher rate of return.
8. Invest in interactive content
Some strategies have a greater capacity to generate engagement. A good example is the use of interactive content, which requires the participation of the reader.
Interactivity offers a good experience on your page, which certainly will increase the loyalty of your public.
Some of the main types of interactive content are:
9. Promote live experiences
Another great type of content to generate engagement and, consequently, returning visitors are live experiences.
Because they are in real-time, these contents tend to attract more attention. They also allow user interaction, such as commenting, sending images, participating in Q&As, etc.
Among the main live experience formats are:
Increasing traffic from returning visitors is essential to build a loyal and engaged audience. These people are much closer to generating the conversions that your strategy proposes. It also costs less time and money to build recurrence than it does to get new leads.
Are you looking to improve your customer experience? Learn how interactive content can help to achieve great results!