How Businesses Get an Extra 113 Seconds to Make an Online Impression

July 5, 2011 - PRLog -- You’ve probably heard it before: You only get about 8 seconds to capture the attention of your target audience. For businesses marketing online, which is about everyone, that amount shrinks even more with the fickle click of a mouse. So how can a business stand out? And even more important, how much of an advantage could a business have if they were able to get 113 extra seconds with a potential customer by using content marketing strategies?

Think about it…that’s almost 2 minutes! And, what if that business could throw in an extra page for them to look at as well – one more page that their competitor didn’t have? Does this sound like an offer from the announcer at a tent sale?

Well this isn’t a hyped up pitch, it’s the results seen from the latest Google stats on visitor behavior.

A recent newsletter from Google revealed several pieces of information based on the stats they collect through their online tool, Google Analytics, which many websites use to track activity on their site.

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One set of numbers from those stats shows Traffic Sources as they relate to Pages/Visit, Bounce Rate, and Average Time on site:

•   Direct traffic refers to visitors that come to your site by clicking your sites URL directly into their browser or clicking on a bookmark to come to your site;
•   Referral traffic refers to people that come to your site from another site;
•   Organic Search refers to clicks to your site from a search engine results page;
•   CPC is from your ad campaigns

What does this mean for Content Marketing?

Now, stats can always be read in various ways; however, notice that even though people are spending just a little bit less time on a site (very small downturn), their bounce rate is also down…which means that they are looking at more than 1 page while they are on the site.

Also, and more importantly, take a look at the behavior of the average site visitor based on where they are coming from seen in the chart for Results #2.

When visitors come to a site from a referral source, compared with all 4 traffic sources, overall they look at one additional page and spend on average an additional 60 seconds on the site. This is pretty good considering how much opportunity a business has with an additional minute of “face time” with their site visitor.

So, how can a business strategically get almost double that amount of time? Many are doing this through an effective content marketing strategy that includes fully leveraging the benefits of tactics such as Article Marketing.

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Consider this example: Most online marketing businesses use an Article Marketing campaign to simply create a backlink for their site. This backlink has the ability to increase the sites rankings in the search engines which in turn increases visibility and the potential to have a visitor click through and visit the site. According to the Google stats, when they come to the website through an Organic search they are staying for about 4 minutes, 43 seconds. Not bad.

Now, consider using the same tactic of an Article Marketing campaign and focus it just a little bit better. If the business creates compelling content that encourages the reader to click through to the site, on average they would stay on the site for 6 minutes and 36 seconds. That’s quite a bit of time to establish rapport and grab the interest of your visitor. And it’s almost double the time as when they come from the search engines.

Content Marketing Strategies take a comprehensive look at the goals of your company and map out the best tactics to use in order to reach those goals. As the name suggests, this is all done through the use of various forms of top shelf content such as articles, eBooks, and videos. But the key to the strategy is that the content is interesting enough and relevant enough to encourage potential customers to view the business as a trusted source.  It is also planned is such a way to lead the site visitor from where they are to where the business wants them to go and eventually take action at your site.