Reader Engagement Strategy


Team of business people working together on a laptop
Writing for Optimum Reader Engagement

Are you having difficulty achieving reader responsiveness? Your audience connection seems at risk or doubtful because of a lack of commenting and sharing of your content with others?

You’re not alone in the frustration of attracting and building on a readership or subscribing audience. The huge volume of internet users today has increased exponentially in recent years whether for personal, social or business purposes. The technologies and applications of our online presence has changed dramatically as well over time demanding our awareness and application of such new innovations and how we can utilize them to our best advantage.

Our website and blog content needs to be highly informative and useful to our targeted audience. When our readers find our content engaging they are most likely to return for more. In terms of business and marketing conversion to sales or new clients that reader engagement is critical. Another powerful tool in the engagement arsenal is the sharing of relevant content from external sources as I often do here with my own posts. What better way to support our own content than to share the resources, experience and successes of others!

Email Newsletters

One of the most successful ways to build a following today, whether to promote business products or services, published works of authors, poets, writers and journalists is through distribution of subscriber email newsletters like ConstantContactMailChimpVerticalResponse to name just a few mailing hosts. Having subscribing (opt-in) readers for a newsletter is a powerful way to establish a more personal connection given the very nature of direct mailing to individuals or businesses who have made the choice to connect to our content. Statistically there is a greater response in terms of new business and sales.

Social & Professional Networking

These networks, such as Facebook, Twitter, LinkedIn, Pinterest, to name but a few, continue to grow steadily in user base numbers, a substantial addition to our marketing and audience connection arsenal. If used in a well-designed social and marketing strategy such sites can attract a substantial following through which traffic generation back to your main website or blog hub is critically important.

Essential to that audience connection is in being interactive on a one-on-one basis. Don’t just concentrate all your efforts on the socials with getting ‘follows’ and ‘likes’…that is only the starting point to establishing relationships, making essential connections. We need to be responsive in today’s social and professional networks whether our purpose for being there is personal, business and/or product/service centric. When someone takes the time to comment or compliment on your social pages you must respond! Failing to respond tells people you don’t care, that you have ulterior motives for your ‘connections’ and that turns people off fast. After all, it IS a social or professional networking site! 

Keyword Usage

Keywords have become a critical factor in capturing an audience through search engine visibility. The dynamics of how the various search engines evaluate the relevance, ranking and search results positioning is varied between today’s search engines as is their algorithmic configuration but the bottom line is that careful and strategic application of keywords within our online content is essential to the mapping framework for our online presence…or lack thereof.

When using the various social and professional networks make sure that you are adding keywords within the context of your profile content and bios as well as in your content body AND in your site headings and titles. Best keywords are also essential in the context of site meta tags and title descriptions. Google continues to be THE granddaddy of internet search engines today and I utilize their various applications found at GoogleWebmastersTools to help ensure that my online visibility is optimized. 

The Google Adwords Keyword Planner is an excellent resource tool to determine the best possible keywords that apply for your particular service or product niche. Google provides plenty of reference and resource material to help users familiarize themselves with this indispensable resource base. I can attest first hand that applying these tools does indeed make a difference. Most search engines today provide the how-to’s for implementing their various resources.

It takes time and following the learning curve to get positive end results but this is a key step in developing audience engagement and site traffic…without which you have no customer base to speak of. Understanding and accepting such applications as essential to the process will lead you through the discovery phase. 

Keyword implementation is not an exact science yet by using such tools as the keyword planner and testing different keywords to find which ones are most effective for site traffic generation and your business or sales needs and objectives you should see positive results. My web traffic has increased considerably through keyword application and adjustment to the extent that my site traffic is now doubling every month consistently…that’s powerful!

Mobile Responsive Websites & Blogs 

Internet users in today’s busy lifestyle are carrying their mobile devices in ever-increasing numbers today and a large segment of the population now use their mobiles for internet browsing on the run. That means that a critical segment of our potential business or reading audience is locked in through their various mobile devices during key portions of the business day. That means in a nutshell that we MUST use websites and blogs that are formatted as mobile responsive. Refer to your own services provider to verify whether you do have your online websites or blogs configured for mobile devices.

Engage!  The bottom line is that once you engage, once you make those essential connections with your following or subscribing audience, then you will start to see results. Engaging in organic, genuine conversation and support builds confidence and trust in what you have to offer. The results will follow.

I’ll share with you an article posted by Debbie Hemley on reader engagement strategy in which the writer shares great tips for targeted audience connection at Social Media Examiner. I have been following this site for several years now, an excellent resource and information site on current trends in online presence, marketing strategy through social media and much more. Host Michael Stelzner also broadcasts regular podcasts through the site which are outstanding with powerhouse guest speakers. The site’s following is huge.

Remember friends….CONNECTION = ENGAGEMENT = CUSTOMER CONVERSION

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