How much time, energy, and money do you spend on marketing your blog? Do you know? Perhaps more importantly, what are the results of your efforts? Are you getting the traffic, sales, and brand awareness that you’re aiming for? The difference between your input and your output is your return on investment.
Why Measure Your Marketing ROI?
Your marketing return on investment is proof that your efforts are paying off. The information can help you see what tactics are most effective and generate the best results. Measuring your marketing return on investment can also show you what to let go of. It can help you set better goals.
Where Do You Find the Data?
In most cases you’ll need to create systems to track and measure your social media goals. If you already have analytics installed, for example Google Analytics, then you can look at the data and determine which sites provide the most traffic to your blog or website. You can also see which pages or links generate the most traffic. This information can help you create a stronger strategy.
If you’re not looking at your marketing results or setting goals then you may be spending a whole lot of time and money for little or no return. Stop wasting your precious time and energy. Decide what you want to accomplish with your blog marketing and then create a plan to succeed. Set specific goals and implement systems to measure your success.
Using Google Analytics to Build and Multiply Your Traffic
Surprising fact: Google Analytics can be a tool for driving traffic. In fact, it’s one of the most powerful tools you have in your arsenal for driving organic traffic! You can use Google Analytics to get more backlinks, have visitors return more often, rank more pages in Google and more.
Here are a few key ways to use Google Analytics to drive traffic.
Reach Out to Your Top Referring Sites
Do you have a relationship to the people linking to you? If not, try reaching out!
Use Google Analytics to generate a report on who’s linking to you and how much traffic they’re sending you. Look at your top 3 to 5 referrers. What pages are they linking to? What pages are they linking from? How much traffic are they sending you?
If they’re linking to you, that usually means they like your content or your products. Reach out to see if you can do something together. Perhaps exchange guest posts. Or you could interview them for your blog. Or you could do a joint teleseminar. Find a way to work together and drive traffic to each other’s websites.
Expand on and Add to Popular Posts
Use Google Analytics to determine which posts are the most popular on your website.
If a particular topic seems to be doing well, consider adding additional posts. For example, let’s say your article on losing belly fat seems to have taken off. You might want to add a few articles for losing fat in other areas. Or, you can also add a “Part 2” to your most popular article.
Keywords and Queries
Use Google Analytics to find out how people are finding your website. What search terms are people using to find you? Are there questions they’re asking that you’re not answering? For popular search terms, can you create specific pages to address their needs?
If Google is sending you traffic, chances are Google already thinks your blog is relevant for what people are searching for. This means if you create new content that specifically addresses what people are looking for, chances are you’ll get ranked very quickly.
Note that the latest Google updates have significantly reduced keyword data in Google Analytics. Enabling Google Webmaster Tools will give you additional query data. Instead of having access to longtail keywords like before, you’re more likely to get general search categories and mid-level keywords. That said, this kind of broad-level keyword data can still be extremely useful.
Search Box Data
Look at the data for your search box. What are people looking for on your site? Are they finding it? If there are frequent searches for something you don’t have, consider adding content to cover that subject. Also, marketers generally find that people who conduct a search are far more likely to buy – so pay attention to your searchers. Go out of your way to make sure they’re happy.
Create a system to consistently look at your analytics.
See who your top 3-5 referring sites are and reach out to see how you can work together.
Find your top 5 pages/posts and determine how you can expand on them. Add this information to your schedule so you don’t forget to do it.
Check your keywords and query data to see what people are asking for and using to find your pages. Find ways to take advantage of those; perhaps by creating new content, addressing the questions in an FAQ or video.
Don’t stop at just doing the first 3-5 sites or top 5 keywords and queries. Add this assignment to your regular schedule so you continue to improve your blog – choose a day each week to complete this task.
Newbie Bloggers: If you don’t have an analytics system installed on your site, check out your options; Google Analytics is free, fairly simple to use, and it provides an abundance of data. Here’s how to install it.