We’ve had two #Blogchats so far in 2011, and the focus of both has been to help us get our blogging house in order for 2011. Figuring out what we want to accomplish on our blogs over the next 12 months.
We also spent a lot of time talking about goals for our blogs in 2011. Probably the most common goal that #Blogchat participants had for their blog in 2011 was getting more traffic.
How many of you nodded because you have the same goal for your blog this year? Did you know that’s one of the worst goals you can have for your blog?
Let’s say your goal for today is to get an extra 100 visitors on your blog. Let’s say you reach that goal, and 100 new visitors that have never read your blog before today, visit it.
And let’s say every single one of them stay for 10 seconds, leave, and never come back.
You met your goal of getting an additional 100 visitors to your blog, and yet you got zero CONVERSIONS from those 100 visitors. This is why I don’t want you to think about getting more visitors to your blog, I want you to think about getting more conversions. What do I mean by conversions? That means that you want your visitors to perform a certain action(s) on your blog.
Some examples of conversions you could want from visitors:
- A comment
- Signing up for your blog feed via email
- Signing up for your email newsletter
- Buying a product directly from your blog
- Leaving the blog to visit a product page on your website
I have been harping on this topic a LOT in the past couple of weeks on Twitter. Because I want you to have a real PLAN for your blog in 2011. I want you to know WHO you are targeting and what actions you want them to take on your blog.
Let me give you examples from my own plan for this blog in 2011.
I have two goals for this blog, primary and secondary. The primary goal, is to generate more training and consulting business directly from the blog. The secondary goal is to use the blog to build awareness and visibility for myself and my services. Here’s how measure the effectiveness of the blog in helping me reach these goals.
Primary goal – Generate more training and consulting business directly from the blog.
What I look for – Clients contacting me directly asking about my speaking/training/consulting services. After that, I look at how many times my speaking/training/consulting pages are being viewed. For example, notice the ‘Need Social Media Training? Click Here’ banner I have on the top of the 1st sidebar? That was created specifically to see if I could drive interest in my social media training services. It’s been up for about a month now, and is generating views every day, but so far not any business directly. So I am getting views on that training page, but no conversions. See why just having traffic isn’t enough?
Secondary goal – Build awareness and visibility for myself and my services.
What I look for – This is where I look for how y’all are reacting to the content I am creating. I track comments, but also number of RTs and where traffic is coming from. Because if I am creating valuable content that’s generating interaction and being shared, then it boosts my visibility. Which means I have more exposure to potential clients. Email subscribers to my blog’s feed is another thing I look at.
And this isn’t perfect, and I constantly look at what I am tracking and what my goals are. But the point is, I have a plan. I have an idea of what I am trying to accomplish, and how it fits into the larger strategy I have for the blog and what I am trying to accomplish.
What’s your plan for your blog in 2011?