Measure and Improve the ROI of Your Business Blog in Five Easy Moves


Who should read this: Business bloggers or business owners investing in blogging who are not sure it is worth the investment, anyone who wants better results from their blogging, or anyone considering blogging but wondering if there is any way to know if it is producing the ROI they expect.

Youve embraced blogging and are doing a great job writing quality content on a regular basis. Youre starting to generate some more traffic and even a few leads, but youre still not sure if its worth all the time, effort, and money youre spending. If you need some help figuring out what to measure and how to improve the numbers you see, youve come to the right place.

Measure 1

Measuring your business blog is a great way to identify ways to improve its performance. If the primary goal of your business blog is to generate leads, for example, you’ll want to gauge how well it’s generating leads today and discover which articles and specific tactics are particularly working toward achieving that goal.

Once you can identify the key factors that make your blog successful, you can incorporate more of those tactics into future blog posts to improve your blog’s overall performance. Here’s what you should be measuring…

1. Blog Traffic & Referral Sources

How much traffic you’re generating to your blog and where that traffic is coming from (e.g. social media, referrals, direct traffic, organic search, etc.).

What to Look For

Knowing where your blog traffic is coming from and how much traffic can be attributed to individual sources can reveal valuable insights into how effective you are at promoting your blog content in certain channels. Is most of your traffic coming from organic search? If so, you’re likely doing a great job of optimizing your content with the right keywords for search engines. Is more of it coming from links on other sites? Thats great! It means that other site owners find your information to be valuable enough to share.

How to Improve your Blog Traffic and Get the Referrals You Want

Are you lacking in social media traffic? P more effort into promoting your content in social media or increasing your social reach so more people can find and share your content in those channels. Consider from which sources you’re lacking in traffic, and double down on generating more exposure for your blog there. Remember that this all takes time, plenty of quality content, and depends upon you knowing who your audience is and what keywords you should be using.

2. Individual Post Views

How many views each post receives.

What to Look For

Trends in which articles are more popular than others. Over time, try to notice commonalities and patterns in the data. Is there something each title has in common? Or maybe blog posts on a particular topic resonate better with your blog’s target audience than other topics.

What to Do with Post View Data

Make a list of some of the top lessons you’ve learned from your blog analytics, and incorporate those tactics into more of your future blog articles. Also, consider whether you could combine similar popular posts into an ebook.

3. Visitor-to-Lead Conversion Rate

The rate at which your blog is converting visitors into leads, or, what percentage of people coming to your site become leads.

What to Look For

The higher the conversion rate, the better! If your goal is to generate leads with your blog, you not only want to know how many leads you’re generating, but also how effective you are at converting visitors into leads.

How to Improve Your Lead Conversion Rate

If you start generating more traffic but your conversion rate is declining, you might want to focus more of your efforts on optimizing your blog for lead generation (including calls to action, links to landing pages).Measure 2

If you’re generating the same amount of blog traffic but your conversion rates are increasing, this means you’re getting better at converting visitors into leads. While the ultimate goal is to increase traffic and your conversion rate so your leads increase, your blog’s conversion rate can be a great indicator of how effective your blog lead generation efforts are in general. There are some simple ways to increase the number of leads your site generates. Put those into practice ASAP.

4. Call-to-Action Performance

How effective your blog’s individual calls-to-action (CTAs) are at converting blog visitors into leads

What to Look For

Each and every one of your blog posts (as well as the sidebar of your blog itself) should include a CTA for an offer available via a lead generation form. This is the main way a blog generates leads for your business. That said, the best websites have more than one offer, and some offers will perform better than others.

How to Improve the Performance of your CTAs

If you find that some are better than others at converting visitors into leads, you might want to consider using them more frequently on your blog. You might also look at the pages and posts on your blogs with the most visitors and use your most effective CTAs on those.

5. Leads from the Blog

The number of leads generated that can be attributed to your blog.

What to Look For

Month after month, you want to see this number rising. This is one of the most important metrics to use in measuring your blog’s performance. While your conversion rates can be a good indicator of leads, when push comes to shove, your manager will likely just be looking at your leads number. Creating a monthly leads goal and committing yourself to reaching that goal can be a great way to keep your blog on the right path.

How to Increase the Number of Leads Your Blog Generates

Lead Generation TIpsIf you’re not hitting your goals, consider how you can use your analytics to guide you back in the right direction. Perhaps you need to do more blog promotion to increase the traffic you generate. Or maybe you just need to get better at optimizing your blog content with more appropriate keywords to get better found in search. Maybe it’s a conversion problem. Use your blog analytics in tandem to diagnose your leads problem, and you’ll find it easier to identify problems and come up with solutions