We all talk about the benefits of business blogging, yet surprisingly, many business owners aren’t really sure how to tell whether or not it’s providing any impact. If you look at simple statistics from sources like Hubspot, we know that web sites that have blogs get 55% more traffic than those that don’t have a blog. So traffic is important, but what’s more important is getting the right kind of traffic and understanding what to look for.
Here are 5 metrics that can help business bloggers understand what to look for and what to do to improve your blog and the results it delivers over time.
1. Individual Post View–Pulling the data that show how many views each individual post receives is important simply for understanding what topics are resonating with your audience. That simple statistic gives you some indication as to what you’re audience is interested in so that you can work on creating more content surrounding that topic.
2. Blog Traffic and Referral Sources–Determining how much traffic you’re generating to your blog is important to know and then you’ll want to understand where that traffic is coming from. If you know how people are finding your blog, you can better target your future efforts. And it’s possible that you will uncover sites that you hadn’t thought of that refer traffic to your blog. Understanding which social media sites drive traffic and or what partner listings or guest blogging sites drive traffic will help you direct where you should be spending your efforts.
3. Call to Action Response–You’ll want to track the responses to calls-to-action (CTAs) that you include in you blog posts. And be sure to note that I’m not advocating that every blog post have a pitch in it. You’ll need to decide on frequency and what the CTAs are for, but it’s important to note that your blog can be effective in announcing new downloadable documents that you’ve placed on your site to continue the engagement and building that know, like and trust. And you’ll want to know how effective those CTAs are at converting your blog visitors into real leads. Knowing this information helps you to understand what’s working and to figure out how to incorporate more of it in your blogging.
4. Blog Leads–So you’re tracking how effective your CTAs are generating a response and then you want to know if those responses are generating a further response that can be attributed to classifying a certain response as a new lead. Then evaluate your blog leads against the other lead generation channels each month.
5. Visitor-to-Lead Conversion–This is really important because what you really want to know is what made your blog leads decide to buy. If you know that, then you can add more into the mix and that should help you grow the business.
While you can tell some of this from your web-site analytics, you can’t necessarily discern all of these stats from there. Some of these items will require some administration and time spent in updating your CRM so you have a good understanding of what marketing activities are actually converting leads into customers. Are you keeping an eye on your stats?