Blogging is a great way to attract visitors to your website and convert them into customers. It’s also great for SEO and positions your company as a thought-leader in its industry. How do you know your blogging efforts are working? Hopefully, you’re measuring certain figures, like blog views and blog subscribers.
The CRM software you use to publish blog posts to your site should have the capability to tell you how many blog views your website received that day, week, month, etc. as well as other important measurements. If it doesn’t, you can use Google Analytics. (We recommend finding a solution that offers more measurement capabilities, like HubSpot).
At Axia Public Relations, we use the following metrics to gauge our blogging efforts and ensure blogging remains effective for our clients:
1. Blog views
The number of times someone loads a blog post on a web browser.
2. Blog subscribers
The number of people who subscribe to receive notifications when your company publishes a blog post.
3. Blog conversions
A conversion is when someone visited a blog post, which referred them to a page, where they converted into a subscriber or new contact.
When blogging for a client, we track and report on all three of these metrics monthly and reevaluate our blogging strategy based on information we gather from these figures. We look at how many blog views, subscribers, and conversions a client is currently receiving, then we set SMART objectives for each metric. We also have an owned media process that helps guide us in creating blog posts, from objectives to measurement and reporting.
At Axia Public Relations, we use inbound marketing, like blogging, to attract visitors to our site and to our clients’ sites. Inbound is a web marketing methodology that is education-based rather than interruption-based. Its focus is on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive profitable customer action. Download Axia’s e-book “Inbound Marketing: Your Guide to Increasing Online Traffic, Attracting Leads, and Converting Customers Effectively” to learn more about inbound marketing and how to best utilize this technique for your company.
Becca McClure is a passionate public relations professional who works on various client social media accounts and public relations campaigns. Clients love her infectious positive attitude and her strong work ethic. Becca joined the Axia Public Relations team in February 2016. Learn more about Becca McClure.