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How to Measure Your Blog's ROI

The company blog is one of the most important parts of a successful inbound marketing strategy. A blog allows you to create content that helps to establish yourself as an expert in your industry, thereby helping to increase brand loyalty amongst your consumer base.

Not to mention that a blog is also an important component of your SEO strategy, thereby helping you to increase web traffic and increase brand awareness. However, you’re not going to know how successful your blog is unless you measure the blog’s ROI (return on investment). You’ll want to make sure that the resources you are putting into the blog are resulting in a return — and if they aren’t, then you want to be able to analyze and adjust your strategy.

The costs of maintaining a blog


To figure out your blog’s ROI, you’ll need to keep track of how many resources you put into the blog. The costs of maintaining a blog might be greater than you think, and this needs to be considered when first putting together your inbound marketing strategy. First of all, odds are you aren’t maintaining the blog yourself — if you are, then you probably are doing so in off hours or during a slow business period. A good blog that is kept up to date requires resources dedicated to doing just that. This means that you have to pay one or more individuals to write and edit blog content. Additionally, you’ll have to pay for any design and technology fees associated with the creation and maintenance of the blog online. Other costs may include hosting, maintenance and app fees.

Check out this link: Use Linkbox.pro for your Backlinking Works

Setting your goals


The goals of your blog should be clearly defined. Do you want to focus on increasing the awareness of your products and services, or are you more concerned with driving leads? This is important, since increasing your web traffic doesn’t necessarily translate to more sales immediately. Without goals such as these, you won’t be able to measure whether or not your blog is successful.

How to measure the blog’s ROI


There are a number of different ways to actually measure the blog’s ROI. The following are three common ways:

  1. Measuring engagement and reach — If you are focused on creating brand awareness, then you’ll want to measure your brand’s engagement and reach via your blog. You’ll want to track unique visits to your blog, how many social shares your blog gets per month and how many comments each piece of content receives. Using this information, you’ll want to determine the average cost per view of your content and compare that to the cost of other online channels.
  2. Lead generation — While your blog may not directly lead to sales, it can help to generate leads that could end up resulting in sales. If your focus is on generating leads, then you’ll want to track your blog’s lead creation. Most companies focusing on lead generation will use call-to-actions in their content in order to convince readers to subscribe to their blog, submit contact info or join a newsletter list. The metric used to judge ROI for lead generation is the cost to obtain each prospect’s contact information (usually an email address). You’ll be able to track the percentage of subscribers that end up becoming qualified leads and how many of those end up in a sale.
  3. Direct sales — Most companies don’t focus on closing sales with their blogs. They use their blogs as a way to increase brand awareness, communicate competitive differentiation and generate leads. However, you can measure how many sales a particular piece of content is responsible for if its call-to-action involves the pressing for a sale.

Measuring your blog’s ROI is integral in making sure the goals you’ve set for your blog are met. If they are not, then the metrics you use can help you determine how your blogging strategy needs to be adjusted.

Check out this link: 3 Major Problems With Your Website Content

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