Do you rely on social media to advertise your company’s products and services to specialist managers of risk inside comms providers? Then you could be making a big mistake. Data collated by Commsrisk over many years shows that only a fraction of our readers come to us through links in social media posts. The proportion of Commsrisk traffic generated by social media has fallen to less than 10 percent in recent years. The interest generated by regular posts to networks like LinkedIn and Twitter is dwarfed by traffic generated from the following two sources.
Google and Other Search Engines
When people want to learn something they do not go to LinkedIn or Twitter. Social media platforms prioritize what people see based on how recent a post is and how many other people found it interesting; this makes it difficult for a serious professional to search through reams and reams of dross in order to find reliable information. This is why all social media platforms suffer an endless flow of fake news, clickbait and gossip that stimulates serotonin but has no actionable value. When people want good information they use a search engine like Google because search engines are better at ranking results according to their usefulness to the people performing the searches. They care about the quality of the content and whether the source is respected within its field of expertise, and they use sophisticated techniques to measure these properties.
If Google ranks websites correctly then you are more likely to be satisfied with Google, and Google has gathered plenty of data about keeping you satisfied! With so much specialist analysis accumulated over so many years, it is no surprise that Commsrisk often ranks at or near the top of the kinds of searches performed by people who want to learn more about managing risk for comms providers.
Habitual Visitors
Google may generate the most new visitors to Commsrisk, but we do not need outside help to keep bringing the same people back again. This, ironically, helps our ranking on search engines, because inbound links shared by our loyal audience generate a cycle of positive reinforcement amongst specialists with a deep interest in risk management and the communications sector. The right people visit Commsrisk, so they engage the interest of more people who share their interests, which boosts awareness of Commsrisk amongst the right people, leading more of them to visit.
There are thousands of different ways to engineer a short-term boost to the number of visitors to a website, but the only long-term strategy is to present great content that really matters to readers so they remember to keep coming back for more. Commsrisk has followed this strategy for a long time, making our content uniquely relevant to the intended audience.
Advertise on Commsrisk
Which represents the best way to reach new customers: write another post to share with your company’s followers on LinkedIn, or purchase an advert that will be seen by the 9 in 10 people who came direct to Commsrisk for advice and news?
Commsrisk runs a twice-yearly auction for advertising spaces and our new auction is accepting bids now. Submit your bid by September 28 if you want a chance to see your advert on the website for a six-month period beginning October 9.
If you are a winner in the auction then you can change your advert as often as you like at no extra charge. That makes Commsrisk a uniquely cost-effective way of promoting your company’s brand to an audience that is both global and highly targeted. Learn more about the advertising spaces available and how to bid by looking here.
