Publimetro – engaging and growing new levels of community with Viafoura

Publimetro, Mexico, is a daily newspaper currently focused on Chile, Colombia and Mexico. It is one of several Metro World News Media Group companies that cover 14 countries, and 7 languages. Their unique and powerful content is a direct result of their specialized editors, who give their readers the best, up-to-the-minute coverage of national and international news, sports, and entertainment across multiple platforms.

Publimetro Mexico is looking to not only grow its audience, but to provide them with a personalized and engaging digital experience that will expand their time on site. Publimetro’s goal is to create an environment that will both engage and grow its communities, while enhancing its first-party data strategy. With the use of Viafoura’s full suite of services, including Conversations, Moderation, Trending Articles, Comment Counter, as well as Topic and Author Follows, Publimetro Mexico will be able to identify how users are interacting with the content as well as create new communities for those segments within its data ”.

With the active, high intent, first-party data now being collected through their engaged users, Publimetro Mexico will be able to diversify their revenue streams by building deep and valuable user segments that will drive in-line ad revenue.

“We are very excited to be expanding into Mexico and bringing secure, eclectic and profitable communities to Publimetro! We’re looking forward to converting users down the funnel and adding a new, growing layer of engagement”  says Dalia Vainer, Director Customer Experience at Viafoura.

Are you unlocking the hidden value of your anonymous users?

If your media company’s monetizing its audience in any way or form, odds are, your registered users and subscribers are your biggest money-makers. Even so, the largest portion of your audience is probably made up of unknown readers who aren’t contributing much to your overall reader revenue growth.

According to recent data from Viafoura, a shocking 99.6% of publisher unsubscribed audiences, on average, are anonymous visitors. While most of these visitors are passive readers who are less committed to a company’s content than known audience members, you can still get tremendous value from them.

In reality, your anonymous audience is far from useless — it’s an untapped goldmine of information and revenue just waiting to be activated. But before you can extract the full value of your unknown visitors, you need to know exactly why and how they can become loyal and lucrative audience members.

Why publishers are prioritizing anonymous to known audience conversions

Naturally, known audience members give your organization far more data and monetization opportunities than your anonymous visitors.

Rather than waiting for registered users to appear magically, successful publishers have recognized that the key to financial success is to actively nurture their anonymous audiences and encourage them to log in. After all, each of your registered and subscribed audience members first started off as unknown visitors.

Greg Piechota, Researcher-in-Residence at the International News Media Association (INMA), explains that “[we] see reader and ad revenue strategies converging as publishers refocus on registering and logging users.”

Keep in mind that almost every anonymous user can become effectively monetized once they become registered.

Viafoura data also reveals that engaged registered users offer publishers five times more return visits than non-registered users.

Ultimately, converting your anonymous visitors to known users online is an essential step on the road to building audience loyalty and growing your company’s revenue streams.

Registration as a means to improving content performance

You can begin piecing together your users’ profiles as soon as they create profiles on your website or app. The more they interact with your content and fellow users, the more you’ll understand who they are, their needs and the types of content topics and writers they favour.

This valuable data can be harnessed to segment your users into different groups with similar interests, which can then be targeted with relevant content — including advertisements.

Of course, content that aligns more with your users’ interests is more likely to draw their attention, keeping them engaged on your website or app for longer.

“Once you understand your target audience’s needs, you can develop personalized content that addresses their biggest concerns and pain points,” outlines Gartner. “But timing is everything.”

To make the biggest impact on your audience and win over their loyalty, your media company must serve its users the content they want when they crave it, even as their needs and interests change. While you can’t get this information from unknown visitors, you can extract it through the data and comments of your known users.

Turning anonymous users into engaged subscribers

Giving anonymous users the chance to log in to your website is not only key to getting their data, but it can also make your anonymous users become dedicated to your company. The reality is that once you get your anonymous visitors to register, you’re halfway there to getting them to subscribe.

In fact, Viafoura data reveals that registered users are significantly more engaged than their unregistered counterparts, spending an average of 15 times more time on-site after registering. And all that extra time your registered users spend on your company’s website means they have more opportunities to connect with your company’s content and other users.

“News brands that see more known users see more subscribers, and brands that see longer session duration see lower rates of churn,” states Piechota. “[Research prooves that you] get one subscriber for every 10 registrations.”

The Telegraph recently shared that its audience growth goal is framed around this research. More specifically, the company is aiming fo 10 million registered users and one million subscribers as of 2023.

This reinforces the fact that you can unlock significant value — including engagement and subscription revenue — from a large portion of your anonymous audience simply by getting them to register.

So if the majority of your company’s audience is anonymous, what’s stopping you from encouraging that massive group of people to become registered, known and returning users? From there, you can use their available data and growing loyalty to your advantage, further enhancing your organization’s engagement, content, subscription and ad revenue strategies.

The Most Effective Retention Strategies for Publishers

As a publisher, you’ve worked hard to create valuable and exciting content. You’ve likely worked even harder to funnel visitors to your site and turn them into paying users. Now you face the biggest challenge of all:

Retaining and engaging your prized subscribers.

There are dozens of retention strategies that publishers can implement to keep their users from clicking the dreaded “unsubscribe” button. Still, not all of them are equally robust. We’ve gathered a few of our favorite and most effective retention strategies below.

Find and Use the Right Engagement Tools

When most publishers think about community building and engagement tools, they think of social media. Social platforms are highly effective because users can’t help checking for the latest updates. The fear of missing out (FOMO) has become one of the most potent audience development and engagement tools.

While social media can help you build an online community or encourage subscribers to develop brand loyalty, it’s not the ideal strategy. Since most of the interactions happen off-site, you have very little access to first-party data and user information.

Why is first-party data so critical? At its core, it’s far more valuable and insightful than third-party data, and it’s yours. It’s the one way you can reliably learn about your audience’s tastes, interests, and habits. It’s also useful for developing personalized experiences through hyper-targeted audience segments.

Additionally, with the fast-approaching end of third-party cookies, gathering data through an external middleman will soon become nearly impossible. So, what can you do instead? Luckily, there are a few other options to keep your users engaged with on-site engagement tools and strategies.

Provide a Personalized Experience Right from the Start

Onboarding a new subscriber and providing them with a personalized experience is one of the most effective yet most underutilized strategies to turn a conversion into a loyal, paying user. According to the American Press Institute (API), fewer than 20% of publishers provide subscribers with personalized content recommendations, newsletters, or discounts.

Similarly, over 90% of publishers realize that onboarding is an invaluable part of the retention process. While 78% typically send a welcome email, less than a quarter tell new subscribers about the benefits they receive or the materials they can now access.

You need to make your audience feel valuable right from the start, and personalization is the best way to do so.

Add Value With Push Notifications and Newsletters

It can take up to 254 days for a person to form a new habit. That’s almost two-thirds of a year! That’s also how long you’ll need to constantly remind users to keep visiting your site before they’ll start doing it out of habit.

Okay, so that’s not true for all subscribers. However, most people just don’t have the time to check a site for the latest news or content every day, especially if the content isn’t always in line with their interests.

With personalized, curated push notifications and newsletters, you can let subscribers know if there’s something they might be interested in seeing. Not only will they feel more valued, but they’re also more likely to start checking your site for new and exciting content habitually.

Most importantly, they won’t want to lose access and will be more likely to renew their subscription when it becomes due.

Focus on Building a Community

We know that most publishers use subscription models to generate an income from their content. However, that shouldn’t be your only goal. If you focus on your audience and foster interaction, you’ll build a much stronger community.

While social media is one of the best places to do so, it doesn’t have to be the only one. There are several ways you can encourage interaction amongst subscribers through exclusive membership areas, virtual events, video tutorials, or webinars. Even something as simple as a comment section can impact your engagement rates, develop your audience, and help you build a community.

Analyze Your Results to Improve Retention Even More

Wouldn’t it be wonderful to have a 100% retention rate? As impressive as that sounds, it’s nearly impossible. Even large, global publishers lose subscribers somewhat continually. Instead of becoming discouraged by a canceled or lost subscription, analyze the data to gain insight into why it happened.

The biggest reason for churn is unengaged subscribers. According to API, over 50% of publishers don’t know how to identify at-risk subscribers accurately. If you pinpoint and engage these users, you can significantly increase your retention rates.

Final Word

We’ve shared some of our top retention strategies for publishers and even a few helpful tips. With the right tools, you can improve audience development, enhance your community-building activities, and decrease churn.

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