Blog traffic, content engagement, online community, social proof, all key aspects of blog marketing. All easily measurable items. But the ultimate goal is one and today my dear friends, we are going to talk about how to measure blog conversion.
Conversion can mean different things for different people. If you blog as a marketing vehicle there are usually two ways of looking at it: a 1-Step process where you directly sell a product and a 2-Step, where your blog focuses on converting a visitor into a prospect, in other words, what we know as Lead Generation. This is usually done through email subscriptions.
Either way, you need to have a way of measuring and visualizing your blog’s performance. Is this possible? Not only it’s possible, it’s also easier than you think.
But let’s start at the beginning. We’ll create an example to explain the process. Let’s pretend you are a consultant/coach for entrepreneurs.
Business Objective vs. Digital Goals
Your business objective has nothing to do with the Internet, it’s a general objective. In this example you sell coaching sessions, you need to find clients that will put you on a retainer for a period of time. That’s your service.
Your digital goals are of course, online focused. What you are trying to accomplish with your blog to get you closer to your business objective. For this example, let’s say that you create content on your blog to attract visitors and on top of that, you have developed other free products to offer those visitors in exchange of an email subscription.