How to measure impact of blogging on the bottom line?
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I know that blogging is good, because everybody says it is. I know that I can sort out the top landing pages in Google Analytics and see how many of the entrances come through blog posts.
How do I measure the impact blogging has on the bottom line? Would I sort out the entrances to blog entrances and then see how many of those visitors ultimately converted either through a micro or macro conversion?
Would love to hear your thoughts and experiences. How do I convince upper management of the impact of blogging?
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Hey EGOL,
Thanks for the thoughtful responses. I agree that it's not worth doing the blog if you're just doing it to be like everyone else or just to feel like you're blogging.
I did pull statistics showing how many entrances came through our blog. And all the other metrics you provided are very good, especially the landing on the homepage and clicking on the blog portion, I think that's indicative of a good blog because people remember it even when they get to your homepage.
I'll try these out. Thanks!
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I know that blogging is good, because everybody says it is.
heh... I think that blogging is the silver bullet that lots of people are wasting their time on.. they are just going through the motions thinking that they have the secret weapon - but it isn't unless your blog is producing.
Ideas for measuring success... all of these might not apply to you and you might think of others...
--- search traffic that is pulled in directly to the blog (you would not have gotten these visitors otherwise)
--- growing feedburner subscriber count
--- number of visitors that land on site homepage and then click to the blog
--- adsense income from blog pages
--- number of likes, links, etc generated by the blog
--- volume of site search that clicks through to blog content
--- number of sales from people who enter through the blog
--- comment activity in the blog
--- direct traffic into the blog
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