When I wrote my last entry, The Dogly Mail had just reached the 100 member milestone but since then things have grown impressively.
The photo competition has proven very successful at encouraging new signups and we are now at around 1400 members picking up 15-20 new members a day. This is far better than I could have hoped for but there a few caveats…
Not all traffic and content is equal
In building website traffic I’ve realised that high member numbers are great and help to validate your ideas but member quality is far more important. I have been able to boost the member growth non-organically with a minimal Facebook ad spend in conjunction with the competition but we’re still trying to find those super contributors.
The members we have are not yet invested in the site themselves and the sense of community that is required to be sustainable long term is still in its infancy. We have also found that with the opt-in mailing list, around 50% of the registered members are signing up for the newsletter during registration.
This is encouraging to me based on the non-organic growth so hopefully, with more organic growth this will rise further.
What are we doing to get higher quality contributions?
We are collaborating with a vet on professional articles to give the site more credibility in the areas I am not an expert in and Andy is covering dog news where he has time. Hopefully, over the long term, this will help to improve the organic traffic to the website.
With the articles, we now have high-end long-form content covered although I would like to get a more varied team of writers on board to broaden the appeal of the subject matter. We also have more fun commenting, likes and meme social interaction covered in the photo competition section.
This leaves a gap in the middle for more serious user-contributed discussion and opinion and what ultimately will make or break the website. For this, we’re working on getting the blogs application ready for when we feel the traffic is sufficient to launch another area. When it’s ready we will slowly transition the ad spend towards the new blog section and forums to provide more balanced traffic coming to the site.
We will also be able to promote the new sections via the newsletter.
I am almost at the end of the school year so my time on the site should increase and I can get more involved with discussion topics to try and foster that sense of community.
What else have I learned?
Keeping people’s attention is not easy and once a member has left the site you need to work really hard to get them to revisit. It’s something I read a lot of on these forums so hopefully, Invision is working on this to help us keep people engaged.
As you can see we’re still in the try lots of things to see what works stage but the learning experience is part of the fun. We were running AdSense ads and getting a little back from the spend we were doing ourselves but I feel at this stage it is counter-productive.
We have decided to stop AdSense for the time being in order to concentrate on building traffic and the membership and will revisit the monetisation options once the site has grown. Not running the adverts has also given the site a substantial speed boost which will hopefully help us with organic rankings.
If you’re running your community as a hobby you may not wish to spend anything on advertising to start and may prefer to slowly add to your website content. With so much competition for traffic online though this would be a very slow strategy for us for what I still hope to be a commercially viable micro business.
On the current growth path, I hope to be profitable in 12-18 months and will keep you updated with the highs or lows along the way.
