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Accelerate Your B.L.O.G., Part 3: Options for Measuring Progress

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Find out if your blogging is effective using today's latest analytics tools.

Find out if your blogging is effective using today's latest analytics tools.

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  • 1. ACCELERATE YOUR B.L.O.G. – OPTIONS FOR MEASURING PROGRESS @PolePositionMkg #how2blog
  • 2. Options, Not Requirements. OPTIONS Choose 3-5 Key Performance Indicators (KPIs) whose improvement would mean progress in this season.
  • 3. PRODUCTION @PolePositionMkg #how2blog
  • 4. Raw Author Contribution PRODUCTION Do I deserve to be successful? • Posts per month • Words per post
  • 5. How do you measure this? PRODUCTIONWith a blog stats plugin of course. Consistency builds traffic and trust. Trust builds OUTCOMES BABY!
  • 6. PRODUCTIONWhat works for your industry/audience? Web Analytics 1 post per month 4,000 words per post Business Consulting 5 posts per week Less than 200 words per post
  • 7. ATTENTION @PolePositionMkg #how2blog
  • 8. Audience Growth ATTENTION Is anyone out there reading my content? Visits Visitors Metrics Visitor SubscribersLoyalty/Recency
  • 9. ATTENTIONAre people coming back?
  • 10. Averages lie. Look at distributions. ATTENTIONWhat’s better? Site A, which has 3 visits per visitor or Site B which has 1.67 visits pervisitor? Site A Site B Visits # of Visitors Total Visits Visits # of Visitors Total Visits 1 1000 1000 1 10000 10000 2 0 0 2 0 0 3 0 0 3 0 0 4 0 0 4 0 0 5 1000 5000 5 2000 10000 Total 2000 6000 Total 12000 20000 3.00 visits per visitor 1.67 visits per visitorRemember: As your influence grows, many averages will decrease.
  • 11. ATTENTIONHow often do people come back? **only use Returning Visitors
  • 12. ATTENTIONWho’s given you permission to talk to them? (Who’s engaging?)
  • 13. CONVERSATION @PolePositionMkg #how2blog
  • 14. Conversation Rate CONVERSATIONAm I talking to myself or having a conversation? • Comments per post • # comment words per post
  • 15. Awesome How do you measure this? CONVERSATION post. I With a blog stats plugin of course. learned so much!What did youmean when you said…? I see your point, but what about… Here’s another great post Conversations build relationships and loyalty.about this… Loyalty builds OUTCOMES BABY!
  • 16. AMPLIFICATION @PolePositionMkg #how2blog
  • 17. Amplification AMPLIFICATIONWhat is your impact beyond your blog? • Citations • Ripple Effect
  • 18. AMPLIFICATIONA site’s standing & influence in the blogosphere. Authority is calculated based on a site’s linking behavior,categorization and other associated data over a short, finite period of time.A site’s rank among the Technorati Authority of sites.
  • 19. AMPLIFICATIONWho’s talking about me?
  • 20. AMPLIFICATIONWho’s linking to my posts?
  • 21. AMPLIFICATIONHow far does my content travel?
  • 22. MONETIZATION @PolePositionMkg #how2blog
  • 23. Cost MONETIZATIONWhat is the cost of creating a great blog? • Technology costs • Opportunity costs • Writer costs
  • 24. MONETIZATION• Hosting ($200/yr)• Domain Renewal ($10/yr)• Special Tools like iStockPhoto or Hootsuite ($250/yr)• Time away from working/employee’s time ($50/hr) x 10 hrs/week = $500/week x 52 weeks = $26,000/yr• Payments to professional writers ($7000/yr)• Technology Costs ($460) + Opportunity Costs ($19,000) + Writer ($7000) = $33,460
  • 25. Benefit MONETIZATIONWhat is the value of my blog? • Comparative Value • Direct Value • Non-traditional Value • Unquantifiable Value
  • 26. MONETIZATIONHow much is my blog worth?
  • 27. MONETIZATION Value you gain from actions taken directly on your website. MACRO- MICRO-CONVERSIONS CONVERSIONS
  • 28. Direct Value MONETIZATIONValue you gain from opportunities offline.
  • 29. Non-Traditional Value MONETIZATIONValue you gain from reduced costs and bonus opportunities.
  • 30. MONETIZATIONValue you gain that isn’t monetary.
  • 31. Options, Not Requirements. KPIS Choose 3-5 Key Performance Indicators (KPIs) whose improvement would mean progress in this season.
  • 32. What is a KPI? It’s a metric that helps you understand how you are doing against KPISyour objectives. Objective Become an influencer in the Stark County community
  • 33. What is a KPI? It’s a metric that helps you understand how you are doing against KPISyour objectives. Objective Attract more customers
  • 34. What is a KPI? It’s a metric that helps you understand how you are doing against KPISyour objectives. Objective Make more money
  • 35. When you analyze a KPI, make sure to practice segmentation, benchmarking and SEGMENTATIONtrending. Not only do averages lie, cumulative numbers hide actionable insights. Free Consultations Scheduled 10 9 8 Consultations Scheduled 7 6 5 4 3 2 1 Jan Feb Mar Apr May Jun
  • 36. When you analyze a KPI, make sure to practice segmentation, benchmarking and SEGMENTATIONtrending. Not only do averages lie, cumulative numbers hide actionable insights. Free Consultations Scheduled Twitter LinkedIn Facebook Pinterest 14 12 Consultations Scheduled 10 8 6 4 2 Jan Feb Mar Apr May Jun
  • 37. Instead of drowning in data, create Action Dashboards that will keep you focused on ACTION DASHBOARD what’s important to your business. Free Consultations Free Consultations Scheduled Key Trends & Insights Twitter LinkedIn Facebook Pinterest 14 • Free Consultations scheduled are trending upwards overall 12 • Only LinkedIn is trending upwards (+7 in the last 6 months). This correlates with increased participation in targetedConsultations Scheduled 10 groups. 8 • The most time and effort has been put into Facebook without great results. 6 • Twitter has been consistent at 1 per month without much interaction on our part. 4 • We’ve gotten 1 per month from Pinterest because of our 2 awesome infographic. • Out of the 42 total consultations in the last 6 months, 14 have signed up (33%) Jan Feb Mar Apr May Jun Impact on Bottom Line Actions/Steps to take to move the dial • Each sign up is worth $5000 to the business. We’ve • Further increase group participation on LinkedIn. Test added $70,000 to the bottom line in the last 6 some other areas like “Answers.” months. • Increase Twitter interaction with targeted local contacts. • We believe our consult-to-sign up conversion rate • Shift Facebook time and energy to LinkedIn and Twitter. should be 50%. We did not achieve this goal, costing • Create more material for Pinterest to see the effects there. the business $35,000 in revenue. • Invest in sales training for our associates. • Test our free consultation form on the site for better conversion rates.
  • 38. Thank You! Find Us www.PolePositionMarketing.com

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