Today’s Monday Marketing Meeting is about engaging and keeping your visitors. One of the best ways to do that is by finding common ground and knowing the interests of your visitors. An extremely successful model for this is fantasy sports.
Though not golfers ourselves, my husband and I have fantasy golf through the season. It taps into that competitive nature in me. We’ll follow the play each week, trying to guess the tournament’s outcome. Of course, the most successful of the sports games must be fantasy football. It’s not my thing, but friends will really get into the game. They’ll get their fantasy football draft software going. They’ll make their picks. They’ll follow the game religiously. Why not? It’s engaging. The visitor feels a part of the game. It becomes more personal. What a great business model!
It works because it has found that common ground. People like the game. That competitive spirit runs deep. What’s more, visitors are coming to the site on a regular basis. They come back to read up on the stats and rankings. They read the news and headlines. Pretty soon, they’re looking around more on the site. They’re going deeper into the site for more information. After awhile, the site becomes the authority. The site’s recommendations and reviews are taken more seriously. The conversion rate on visitors at this level is high.
The lesson to take away from the discussion is this. Engage your visitors. Give them what interests them. Keep your content fresh and up-to-date. Over time, the visitor loyalty on your site will increase dramatically.
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