How to Measure the Effectiveness of a Blog Campaign

This is something I get challenged with all the time as a professional blogger. Clients want to know that their blog is effective.

How to measure the effectiveness of a blog can be tricky. First, its impact—especially from an SEO perspective—is long-term. It will have a cumulative effect on the overall search engine optimization of your website and individual blog post views should increase over time, as well.

SEO Impact

The biggest appeal of having a weekly blog (or however often you post) is adding fresh, unique content to your site every single week. It keeps your website from becoming stagnant and it should help slowly but surely improve your Google rankings organically.

You can look at the analytics for the site as a whole once the blog has been running for awhile, and you can also review the individual page analytics for each blog post. Unless you strike gold with the most interesting and engaging viral post ever, don’t expect huge numbers for each post’s views.

Viewership Ebbs and Flows

If you share links to each blog post on your social media pages and send out in client emails/newsletters, you can expect a brief spike in views once the post goes up and your followers click through to read the full article. Then, it will likely lull for awhile. A good article will continue to get regular views. Studying the analytics is a good way to know which types of articles get the best response.

Other things you can look at is contact click-throughs and link click-throughs from each individual blog page. Secondary to the overall SEO appeal of blogging, you want to see some engagement. If people are opting in, contacting you, clicking through to other pages on your website or actually buying your products/services directly from a blog page, then you know you have exceptional content.

Think Long-Term

Like any long-term marketing campaign, it’s important not to panic or overthink during the early stages of a blog campaign. You should really run it for at least six months before even looking too hard at the numbers. Even then, you have to remember it’s going to have a more cumulative effect on the SEO for your website, in general. Some posts may not get as many views as others, and that’s okay. If your site is getting ranked higher and/or getting more visitors over time, then the blog is doing its job whether you realize it or not.

It’s the same with other general marketing campaigns like a direct mail campaign, outdoor advertising or print advertising. Unless it’s specifically a direct response campaign, it can be hard to measure the effectiveness of an ad campaign—at least in terms of hard numbers. Usually, you just know that business is doing better and people know your brand name. Again, it’s a cumulative impact that takes time to really make a difference in your market.

Business Blogging with NextGear Marketing

To learn more about blogging for your business and how to get the most out of your blog campaign, contact NextGear Marketing today. Blogging for small businesses is what we do, so let us show you how to do it right!

What is Your Business About?

Pretty much every website will have some kind of “About Us” page. Whatever you prefer to title it, this page is more important than you realize. Unfortunately, a lot of site developers kind of slap the content for this page together because it’s less SEO-oriented in nature (compared to the service and product pages, blog posts, etc. that make up the bulk of the site).

The importance of this kind of page is found in the engagement qualities. It gives a potential customer a chance to learn more about who you are and what you do. If the content on this page is not presented in an engaging way, then you are missing an opportunity. That’s why I have put together this list of helpful tips to make your “About Us” page as effective as possible.

1. Don’t Go Overboard with SEO

It’s true that the “About Us” page is less about SEO and more about engagement. You can inject searchable keywords and you will want to optimize the page for search engines, but it’s rare for a web search to lead to this kind of page. Someone is more likely to click on it once they are already on your site. Therefore, you don’t want to go overboard with the SEO stuff. The content should be written well and it should connect with the readers. It should not feel like it was written by a bot trying to cram in one SEO keyword after another.

2. Tell Your Story

The way I like to approach the “About Us” page is to tell the story of the business. What is the history of the company? Who are the main people behind it? What is your service philosophy? When you can tell a good story, the content will be more engaging and readers will feel like they know what you are all about. That’s a good thing when it comes to building customer interest and loyalty.

3. Introduce Key People

As hinted at in tip #2, you will want to introduce key people involved in the company. This may be the founder(s) or owner(s) of the business. It might be key leaders such as managers and executives. The objective is to show a face behind the vision of the company. This makes it much more relatable than just spewing facts and figures.

4. Avoid Dependence on Bullet Points

One of the worst things you can do on an “About Us” page is to format the whole page with bullet points. It’s okay to have bullet points at the end of the page as a summary or include one section with a few short bullets to help break up long sections of copy. Otherwise, bullet points are much less personal than narrative text, especially when you are aiming to tell a story and engage a reader.

5. Mission Statements Are Overrated

I personally feel that mission statements are way overrated and really make no connection with a potential customer. So many businesses invest a lot of time to come up with the “perfect” mission statement and they all just sound the same. The language is always stilted and sounds like corporate speak. If your mission statement is brief and not so impersonal, then maybe you can work it into the page. Otherwise, it really isn’t going to add much to your site if you ask me.

6. Show Don’t Tell

One of the best pieces of marketing advice I ever got was that good copy should show, not tell. The goal here is to show what your business is all about with engaging content, stories and insightful information that’s written in an interesting way. If you just tell people the facts and figures in a straightforward way, there won’t be a strong connection. Again this goes back to more narrative writing compared to just bullet points.

These are just a few tips that will help you craft a stronger “About Us” page on your website. Whether it’s a multi-billion dollar corporation or a one-person operation, there is a real art to showing potential customers what you and your company are all about.

For help with all your custom web content needs, NextGear Marketing is here to help. Contact us today for more information.