Categories Articles, Sales and Marketing

All business blogs should be accompanied by goals based on metrics from your analytics platform. Deciding which metrics to judge your success on is crucial to creating great content. In the weekly flow of your work, a great blog manager or content creator will have phases dedicated to creation, optimization, promotion, and analysis. That final analysis step reminds you to always check on your progress so that you keep growing and building on your past success. The purpose of most B2B business blogs is to generate sales leads from visitors, and keeping that goal in mind will make you more successful as you try different approaches.

Track Visitor Sources and Growth

There is another level of analysis you can do beyond only looking at the total number of visitors into each new blog post. First, you should review the sources of traffic that sent visitors in to each post. Posts that suggest new tactics or controversial ideas may attract larger shares of traffic from social media, where new ideas can spread quickly, while posts that help people solve common problems will start off slowly but earn incredible traffic from search engines. Both types of posts are valuable and necessary to build a successful business blog. Look for increasing number of visitors over time, and watch your older posts for signs of evergreen value.

Track Lead Growth and Calls to Action

Every great business blog has rotated through a variety of calls to action and landing pages, as it grew and reached new audiences. At the end of each month, review the click-through rate of each call to action, and the conversion rate of blog traffic to each landing page. Remove calls to action that have below-average click through rates, and try different offers or call to action creative in its place. Review how each landing page converts the traffic that arrives as well – It’s likely that some calls to action might drive a lot of traffic but few form fills. Your call to action testing should be a continual race towards greater calls to action and conversion rates. Great B2B business blogs see click-through rates around 5-6% of visitors, and 50%+ landing page conversion rates.

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Track Subscriber Growth

Monitor your subscriber growth over time too. Provide a clear call to action where people can subscribe, and track how many people are completing it from week to week. Subscribers become a key promoter of your blog, because they are more likely to see each post as it goes out. Engaged subscribers will share posts on social media, forward posts to friends, and comment more regularly, improving the recognizability and marketing performance of your business. Building an active subscriber base becomes one of the most important levers in your blog’s traffic growth.

 

The first two metrics show the value your blog is delivering today in awareness and sales leads, while the third metric helps provide an indicator of where the blog is going as the audience grows. After tracking each of these metrics for two months, start to track your month-over-month growth. Track how quickly you beat the previous month’s traffic, leads, or new subscribers number. Even better than the growth you showed last month, is seeing how quickly your blog will outpace that number as it keeps growing.

Brian Whalley
Brian is the Director of Marketing at business analytics provider InsightSquared. Prior to InsightSquared, he served as Director of Marketing at HubSpot, where he led all marketing efforts for the company's Sidekick product and consulted new customers on how to execute inbound marketing programs. Brian has over eight years of B2B SaaS internet marketing experience, having also served as Director of Marketing at Boston-area startups like Kinvey and Tracelytics/AppNeta.
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