In its most simplest form, there are 2 steps to convert audiences into revenue:
- Engagement – unlocking the revenue potential of your audience
- Conversion – activating this potential to gradually increase revenue
The question then turns to exactly how this can be achieved.
For Mark Zohar, President and CEO at Viafoura, one of the most effective strategies involves building a community of increasingly more engaged and loyal users, whilst continuously moving them through a funnel of value exchanges and direct interactions to increase revenue.
Why should publishers build a community?