Business Blogging 101 Part 19
In Business Blogging 101 Part 18, you learned about some more great ideas for promoting your website and business blog. Specifically, that articles recommended listing your business blog with the top 30 – 40 web blog directories to help improve your audience reach. That article also went on to recommend creating a short video that introduces your business and/or your business blog as well as offering links and having it posted on a website such as YouTube or Vimeo.
But what would all that work you put into promotion be if you had no idea how any of it was performing? Essentially, it is very important to realize that all that blogging about you business, products or services is pretty much a waste of time if you are not measuring your results. And a big part of that is knowing HOW to measure your business blogging results!
How To Measure Your Business Blog
Business blogging without measuring results is a big waste of your time. First you need to understand that measuring the results of your business blogging efforts can save you a lot of time and a lot of money. Who doesn’t like saving time and money these days?
However, the harsh reality is that there are so many metrics by which you can measure a blog, you could easily spend almost all of your time checking them out instead of actually blogging. This would hardly be a good use of your time either, much less having any time to work on your in-bound marketing. The trick is knowing what metrics really matter versus those that really don’t.
So lets take a look at the ones you need to focus on; the ones that matter the most.
One of the most basic and one of the most important metrics to look at is your the number of people visiting your website and blog. A little more precisely, you want to know how many people are actually visiting your business blog. Specifically, you want to look at how many people are visiting each of your blog posts, on an individual basis.
Compare these numbers for each blog post and you will start to get a better picture of which articles perform better than the rest. Those sort of articles are the ones that your blog visitors want to see. Then the secret is; write more stuff like those articles!
By looking at the success of your articles individually instead of as an entire website or blog, you get a better understanding of what articles your target audience is looking for. Take a look at your five most popular posts and see what they have in common and duplicate that with future blog posts. This will help to drive a lot more traffic to your business blog!
If your business blog is not generating leads, then something is wrong or you are simply missing out on a huge opportunity. Leads are what drives sales and provides the fuel with which your business needs to succeed and grow. Lead generation is the true measure of a successful business blog!
Sometimes, a blog post may not get a lot of visitors, but it produces a lot of leads. Going solely by the metric above, some marketers would dismiss the low-performing post based on traffic, but missed the fact that it generates a lot of leads. Just because the post is low-traffic does not necessarily mean that it is a failure; look at how many leads it is generating.
In fact, take a look at the leads all of your posts are generating and compare them to see what your top-performers are. You will also want to take a look at how your conversion rates with your blog compare to other marketing avenues.
These are just the first two and probably the most important metrics you should be monitoring your business blog performance for. Without knowing what your top-performing articles are, you don’t have a picture of what your ideal client is looking for. And just because it is not one of your most visited posts does not mean that it isn’t performing; be sure to look at lead generation too.
Be sure to share this with a friend (or even a lot of friends) and come back for Business Blogging 101 Part 20 for more business blog metrics you should be keeping an eye on!