Measuring ROI in Blogging [VIDEO]
Oh the joys of blogging. How lovely is it that you get to publish your own articles about absolutely anything you want? You spend time, money, blood, sweat, tears, all of it on this little website that your mom and a few other are reading. But where the return on investment? When is it all going to pay off and how will I know?
There’s some much that goes into measuring ROI for your efforts, but if you don’t at least have the basics down you’re never going to see a profit. Tune in to this week’s Triple S Tuesday for more on how you can start to measure.
First of all, what exactly is your goal with this website? Do you want to become an expert in your field and if so, what does that look like? Are you thinking of becoming a consultant in your expertise and using the site as a client driver? Maybe you just want to get pageviews and ads and sponsorship are the way to go. Regardless of what success is, know what you want your success to be before you get started. You can’t just start blogging if you don’t know why you’re doing it. Sure it’s fun, but you can’t put a number on that.
Next, what call to action needs to occur in order to convert to or at least closer to your goals? For Savvy Sexy Social, a conversion is measured when someone signs up for my email list. If I had a product for sale, that would be it. Maybe you just want someone to fill out the “Work With Me” form and that’s enough of a lead to be considered a conversion. Whatever that step is that brings your audience closer to your brand where a sales conversation can take place, that’s what you need to start measuring.
Now that a conversion has happened, do you have a plan of action? Do you act on your email list as they’ve allowed you to do? Do you contact the people who are interested in learning more about your services? Are you creating more products once the excitement of the first one has diminished? You have to stay ahead of the game so that you’re ready for the opportunity to grow as a business when you have an audience that wants to support that. What is your plan of action?
Most importantly, you can’t measure everything on your own. You need some technical help so you can see how your audience is acting when they’re navigating your blog. Google Analytics is a must. Every platform available, whether WordPress, Blogger, SquareSpace, whatever. They support Google Analytics measurement. So make sure you have that. But sometimes GA is a pain in the ass to read. They measure so much that it’s just a bit overwhelming when you’re looking for a straight answer. How is Twitter helping me? How is paid search working? For these clear cut answers, I like to refer my clients to BringShare, a local platform that makes Google Analytics make sense. Give them a try and see how much easier it is for you to understand measurement of your blog. You’ll thank me for it.