Now look at the metrics you are tracking to determine if your blogging efforts are working. You should be able to draw a clear line from the metrics you are measuring, back to your goal for your blog.
For example, many people like to track the traffic their blog gets, or how many RTs their posts get. But if your goal is to get more sales and/or leads via your blog, and the blog’s traffic isn’t coming from places where your potential customers are, how valuable is it to know what your traffic is? Or if your goal is to get more interaction, traffic levels might not be that important.
Think about the actions you want your visitors to take (that tie back to your blogging goals), and then measure the metrics that tie back to the desired behavior.
For example, let’s look at two possible blogging goals; Getting more sales/leads, and getting more comments.
If your goal is to get more sales and leads via your blog, some of the metrics you could track would be referrals from the blog to your website (or a specific product page. Or number of emails asking for more information about your products. Or number of times a visitor uses your Contact Form.
If you want to get more interactions on your blog, you could track time spent on the blog, number of comments left, number of emails, and number of pageviews. Time spent on the blog and number of pageviews suggests the amount of time people are spending interacting with your content. If they are spending a lot of time and viewing a lot of pages and NOT commenting, that could suggest that you need clearer calls to action for encouraging comments, and I’ll talk more about calls to action on your blog later this week.
But put some thought into what actions you want your visitors to take on your blog, then make sure you are measuring the metrics that tie back to the desired behavior.
We’ll be discussing this tonite during #blogchat on Twitter starting at 8pm CT. Please stop by!