How to Track, Measure, and Adjust Blogging


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  • Let’s use ourselves as an example for the next few slides. Introduce our blogs versus our website.
  • Let’s say you know 5% of the people who do a conversion on your website typically turn into closed business. Also, let’s say your avg. deal size is $3K. That means if you have purchased a $14K package from Compendium, you will need at least 5 deals to cover the expense. 5 / 5% = 100 conversions needed.
  • Think about conversions that you offer on your website and landing pages. It may be a whitepaper, a coupon, or a free trial depending upon your business.
  • The typical Compendium client has the majority of traffic coming from search engines rather than referring sites or directly.
  • The Compendium corporate blogs had traffic referred by 256 different keyword phrases in the last 30 days. The Compendium corporate site had a mere 12 keywords refer traffic in that same timeframe.
  • Reiterate what long tail keywords are. Show the “long tail” graph here and talk about the impact.
  • Example conversions – need to test and track all of the time. You can see what performs better on the blogs vs. the website from a conversion standpoint.
  • This shows that people are more engaged by the blogs than the site.
  • You can even begin drilling down to a per-keyword basis.
  • You can even begin drilling down to a per-keyword basis.
  • Another comparison can happen with respect to blogs and paid keywords. There may be a cost-savings aspect to your program if you decide to forgo some keyword phrases. Our experiences tell us that the majority of keywords related to our business do better in the organic search; however, certain keyword phrases such as “buy blogging software” tend to do better in paid search since that prospect is much further down the buying process, and is ready to be marketed to.
  • Talk about this more in the case study – how this works. But basically, you want to make sure you can break out blog results from other marketing means.
  • How to Track, Measure, and Adjust Blogging

    1. 3. <ul><li>As Much As 80% of all web interactions begin with search </li></ul><ul><li>80% to 95% of all clicks on a page happen in the Organic Results </li></ul>*Commercial Interactions: *source: Datran Media
    2. 4. Blogging For Search
    3. 5. <ul><li>Online journal-like content , organized in reverse chronological order. </li></ul>What the #$%*^* is a Blog??
    4. 6. So there is not much difference…… Traditional Site Blogs
    5. 7. Overall Traffic Trends
    6. 8. <ul><li>What Are We Measuring? </li></ul><ul><li>Traffic By Volume </li></ul><ul><li>Traffic By Keywords </li></ul><ul><li>Bounce Rate </li></ul><ul><li>Conversions </li></ul>
    7. 9. 98%
    8. 11. How Does Blogging Help Conversion? <ul><li>You are talking their language! </li></ul><ul><li>Readers get to know you </li></ul><ul><ul><li>Gives a more human face to your business than a traditional website </li></ul></ul><ul><ul><li>Provides insight into your personality & Culture </li></ul></ul><ul><ul><li>Builds trust and rapport </li></ul></ul>Still Need Traditional Conversion Tactics!
    9. 12. <ul><li>Conversion </li></ul>blogging success and Rules of Conversion: <ul><li>Offer a conversion point </li></ul><ul><li>Set a goal </li></ul><ul><li>Track results & measure success </li></ul><ul><li>Adjust and test </li></ul>
    10. 13. Rules of Conversion: <ul><li>What do you really want? </li></ul><ul><ul><li>What is the typical conversion for your website? </li></ul></ul><ul><ul><li>What % of conversions typically turn into closed business? </li></ul></ul><ul><ul><li>What keywords drive the most business </li></ul></ul><ul><ul><li>What keywords drive the right business </li></ul></ul>
    11. 14. Rules of Conversion: <ul><li>Offer a conversion point </li></ul><ul><li>AKA Call-to-Action (CTA) </li></ul><ul><li>Good: </li></ul><ul><ul><li>Email sign-up </li></ul></ul><ul><ul><li>Download </li></ul></ul><ul><ul><li>Demo or free trial </li></ul></ul><ul><ul><li>Additional info request </li></ul></ul><ul><ul><li>Direct Purchase Option </li></ul></ul>
    12. 15. blogging success and Rules of Conversion: Adjust and & test Treat your blogs like your website, testing various conversion points Champion and challenger is a good idea
    13. 16. <ul><li>SEO </li></ul>
    14. 17. blogging success and Example: Compendium
    15. 18. What Keywords Actually Drive Desirable Business?
    16. 19. Example: CTA’s
    17. 20. Example: Version Testing
    18. 21. Website vs. Blogs
    19. 22. blogging success and Website vs. Blogs
    20. 23. blogging success and Website vs. Blogs
    21. 24. Website vs. Blogs Avg. time on site – keyword basis
    22. 25. Website vs. Blogs Avg. time on site – keyword basis
    23. 26. Paid keywords vs. Blogs Clicks per keyword
    24. 27. blogging success and Rules of Conversion: <ul><li>Other comparables: </li></ul><ul><li>Compare Conversions to PPC </li></ul><ul><li>Do you have the necessary landing pages or back-end data capture pieces in place? </li></ul>
    25. 28. blogging success and <ul><li>Example: </li></ul><ul><li>Unique landing page </li></ul><ul><li>Unique lead source </li></ul>
    26. 29. Other Keyword Research Methods: <ul><li>Analyze Site Log for highly converting keywords </li></ul><ul><li>Analyze Site Log for frequent keywords </li></ul><ul><li>Internal Site Search Analysis </li></ul><ul><li>Exploring long search phrases </li></ul><ul><li>Competitors sites </li></ul>Use this for ideas on new blog titles
    27. 30. <ul><ul><li>Contact Information: </li></ul></ul><ul><li>Chris Baggott </li></ul><ul><li>CEO/Co-founder </li></ul><ul><li>Compendium Blogware </li></ul><ul><li>[email_address] </li></ul><ul><li> Google – Chris Baggott </li></ul>