A comprehensive look at measuring the sales funnel that exists in blogging when utilizing blogging as an SEO strategy to acquire inbound marketing leads or ecommerce conversions. It's essential that marketers don't simply look at the big picture or overall conversion rate - they need to break up the funnel into steps and measure each step independently so that they can act independently on the results.

1. WELCOME
Blogging ROI
Douglas Karr
VP, Blogging Evangelism
Chantelle Flannery
Client Success Marketing

2. BLOG SALES FUNNEL
Search, Direct, Referrals
Understanding how readers find
Visitors and convert through your blog is
essential to your blogging
Calls To Action program. Every step is an
opportunity to measure and
Leads /
Cart
improve conversions. The result
will be an improved blogging
Closes
return on investment.

3. CONVERSIONS
• Conversions every
Search, Direct, Referrals
step of the way
• Primary focus so far
Visitors
on CTA conversions or
click through rate
Calls To Action
• Total value of
Leads /
program in terms of $
Cart is the most important
number to find
Closes

4. YOUR AUDIENCE
• Content being found by
Search Engines
• Filling the funnel with
publicized content
• Search has the greatest
opportunity for influence
Search, Direct,
Referrals Search Conversion Rate:
Content reader clicks
Visitors though to view the full
blog

5. VISITORS
• Returning and new
Visitors
visitors to the blog read
Calls To
content to find answers
Action to their questions
Click Conversion Rate:
Reader takes the next
step by clicking on a
CTA

6. CALLS TO ACTION
• Visitors who click on the
CTA are taken to a unique
landing page or shopping
cart
• Benefits are specific to
the CTA and easy to
follow
Calls To
Action Lead Conversion Rate:
Landing page is filled out
Leads / and submitted thus
Cart becoming a lead

7. LEADS / SHOPPING CART
Leads / • Leads gathered from
Cart the blog are put
through the normal
Closes sales process
• Tracking is kept in place
to show where the lead
originally came from
Close Rate: The lead buys
from you closing the
buying cycle

8. KEY METRICS
• Conversion Rates (Search, Click, Lead, Close)
• Revenue Per Lead
• Average Customer Value or Average Deal Size
• Cost Per Lead
• Revenue Per Post
• Return on Marketing Investment

9. CONVERSION RATES
• A conversion rate (CTR) is
a comparison of the Click Through
number of visitors that
completed the path
divided by the number of
= Rate
Visitor Count
visitors who entered the
path.
• Some industries measure
the total number of closes
divided by the total
number of visitors.
/outgoing/CTA_Name

10. REVENUE PER LEAD
• Divide your total new
business revenue by
your quantity of leads
and you find your
revenue per lead.
• Recognizing a value of
a lead is key to
recognizing the value
Total New Revenue of your blog for
= Total New Leads
bringing in qualified
leads.

11. AVERAGE CUSTOMER
VALUE
• Divide your total new
business revenue by your
quantity of closes to find
your average customer
value.
• Average customer value is
important to monitor
whether the value of each
Total New Revenue close is increasing or
= Total New Closes
decreasing over time.
• AKA Average Deal Size

12. COST PER LEAD
• Divide your total
marketing investment by
the total number of leads.
• Compare your blogging
program to your overall
marketing program.
• Your corporate blogging
strategy will typically
= Marketing Investment
Total New Leads
acquire qualified leads at
a fraction of the cost.

13. REVENUE PER POST
• Don’t have time to post?
Now you can calculate
how much NOT posting is
costing your business in
new revenue.
• If you don’t have revenue,
calculate the (close rate x
expected leads x average
Total Blog Revenue
customer value) /
= Total Posts
expected posts.

14. RETURN ON INVESTMENT
= TotalInvestment
Total
Revenue
• ROMI = Return on
Marketing Investment
• Return on Marketing
Investment is simply a
ratio of the revenue
produced divided by the
marketing investment
made over a specific
period
• ROMI increases as you
increase keywords
targeted, blog posts
written, and time

15. CONVERSIONS
Search Results
Search Conversion Rate
Visitors
Click Conversion Rate
Typical Calls To
Conversion Rate Action
Lead Conversion Rate
Leads /
Cart
Close Conversion Rate
Closes

16. HOW TO IMPROVE
• Increase blog posting • Publicize
Search,
Direct, • Increase Keywords • Post titles
Referrals
• Relevance
• Increase blog posting
Visitors • Increase keywords
• Make more compelling CTAs
Calls To • Create variety of CTAs
Action
• Improve landing pages • Reward/Offer
Leads / • Specify benefits
Cart
• How did customers find you?
Closes • Track every lead to close

17. KEYWORD BLOGS
• Targeting additional keywords with
Compendium’s unique platform + consistent
posting WILL result in additional traffic.

18. QUESTIONS
Prove and improve blogging return on
investment!
http://www.compendiumblogware.com