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
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.
