Part 2: What you really need to know about blogging
The ROI of blogging
In Part 1, we talked about the importance of building your website with a blog strategy. In this post, I will show you how we tested the concept and the results of our testing.
Background: Holt Customer, "We have NO web traffic. Can you help?"
Toward the end of the 2010 calendar year, the Holt Marketing website team began to notice more customer interest in ways to actually measure the investment they were making in their website.
Most of our customers were feeling that their website was just an expensive brochure that was only seen by existing customers and employees and was not returning new business to pay for the cost of the website.
Strategy: Increase Traffic
By really listening to our customers, the team decided to experiment with different methods to increase traffic to websites.
We started with Google ad words and pay-per-click tactics.
We found that we could increase traffic but we still were not converting new sales to pay for the additional pay-per-click and banner ad costs.
One of our team members is a writer, so we began using writing skills to create content in the form of blogs. We then directed interest from the blog to additional, relevant content that could be downloaded. We began a relationship.
We were surprised at the increase in traffic. The best part is we are still converting sales leads without the ongoing costs of pay-per click.
Our monthly traffic has been growing steadily over the past 6 months. We went from 100 visitors per month in October to well over 800 visitors this month....Major difference!!
Implementation: Write, Post, Monitor, Adjust
In October of 2010, we became certified providers for Hubspot (Take a Look at our Inbound Marketing Page). Hubspot is an Internet based software program that allows us to measure which blogs pulled in the most traffic and who actually visited our site.
We developed a solid understanding of the keywords that our customers would use. From there, we utilized our blog and directed that traffic to that landing page based on the topic of the article. By doing this we are able to modify our topics. By watching the blogs we are able to identify what they really want rather than what we thought our customers wanted.
Our software also allowed us to integrate our web strategy with social media. Our team began interacting through e-mails and Facebook.
After three months, we landed our first conversion.
Calculating blog ROI: Is it Worth IT?
What impact did the new customer make? A return of more than 100% of the total cost of blogging and website migration. In addition, our new gross profit forecast on this one lead from our website will return over 100% of our Internet marketing investment in the first year!
Conclusion: YES, It is Worth It
If you have Internet software that will measure traffic, organic results, keywords by difficulty, page visits by blog, landing page results, and remarkable content, calculating your marketing ROI is easy. With this new knowledge, any organization can calculate the cost and the customer profits generated.
How many new customers would it take to pay for your on line marketing strategy?
Let us help you determine how many customers it would take to make your Internet marketing strategy profitable now, and for years to come!Blogging is just one of the 6 unstoppable trends in a FREE report I have for you called: 6 Unstoppable Trends That Will Double Your Sales Leads in 2012. Check it out.
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Are you blogging yet? Let us know how your blogging strategy is working in 2012 in the comment section below.