If you don’t already use Google (or some form of) analytics, I highly recommend it. You can learn a great deal about your audience: when, how, what and how long they read your content, for instance. For one of our clients, we provide a number of services, but meetings are certainly the backbone of the client’s outreach to its members. We knew these meetings are crucial to the success of the client, but check out this chart.
This is a snapshot of the client’s web site traffic for the first three quarters of 2010. You can distinctly tell there were three main meetings this year: The line starts high (first meeting was in early February), peaks in late February (second meeting in early March), levels out and then peaks again strongly in September (the third, and largest meeting). Now note how the site has seen a gradual decline since September…you know why? Because no more meetings have been published as upcoming.
If that’s not proof that meetings can fuel a company’s growth and brand awareness, I don’t know what is. To read more on the importance of meetings, go back and read our previous post, Do Face to Face Meetings Trump Virtual?.