Is it possible to plan and write a blog post to reach a precise amount of exposure, engagement or traffic?
Without Jennifer Aniston?
Of course it is possible, if you pay close attention to your blog performance, the industry, and how the blogosphere behaves, you can actually anticipate what kind of exposure each blog will get. If you promote all your content the same way, you will still know based purely on the type of content you’re about to drop.
If you have been blogging for a while, I bet you can tell the different kinds of posts you publish and which ones perform better without even looking at the stats. Do the exercise.
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Followers, Likes, Retweets, Subscribers… Is any of this stuff important? I’m sure you’ve listened to both sides, “get more followers” and “numbers are not important”.
There is a lot of noise on both sides, people telling you that numbers are important are usually trying to sell you some kind of software and people telling you they’re not, have 50k followers and get retweeted like crazy. So which one is it?
I’m going to tell you when and why numbers are important, or not.
Let’s take it step by step…
Business Objectives
First of all, the most important thing is that you understand what your business objectives are and how they translate into online goals. That will make the difference and you will be able to determine if numbers, either high or low, are important for your business AND, if it’s relevant to display them on your site/blog.
Profit Anyone?
How do these numbers affect your bottom line? most likely not directly, having higher Retweets than your direct competitor means nothing on the front-end. Having a bigger influence over that same competitor could mean everything and Retweets, Likes and RSS subscribers could be part of that.
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The only way to know exactly where you are positioned in the marketplace is to compare yourself with your immediate competitors.
Online, the case is the same. In fact, if what you’re trying to compare is your social media presence, it might even be easier because there is data that’s public and available to you.
I will explain to you how to get started and for that we’ll be using an example in which we’ll compare 3 blogs. In order to get out of the social media circle a little bit, we’ll use blogs in the Career/HR/Working Environment segment which is also a competitive one.
There are a couple of things I want you to consider before we dive into our exercise. First, I’m not suggesting that a business that has a higher reach online or a better mention sentiment is more profitable, they are two separate things. Now, an exercise like this will open your eyes on how much stronger your competitors are or if they are stronger only in certain areas.
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The point of setting goals and tracking results is to become aware of how your actions impact the outcome.
If you take conscious steps and then observe the reactions, you become responsible and completely aware of how you control those results.
Awareness = Control
If you think you can’t control what happens in social media, perhaps you should try taking a look from a different angle. Just looking at the pretty charts on Google Analytics or the number of Retweets on your posts won’t be enough to actually gain control over the results.
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