4 Ways to Tell if You’re Getting the Right Visitors to Your Business Blog


 

When you’re looking at your business blog metrics, it’s always nice to see high traffic. But the number of visitors your site receives is just a small part of the picture. What’s even more important? Finding out whether your visitors are truly engaging with your content — and, even more importantly, if your site visitors are viable sales prospects.

Try these strategies for assessing whether your content marketing efforts are reaching the right audiences.

Analyze your referral traffic sources

Most business sites receive traffic from a mix of referring sources, which might include social media platforms such as Facebook and Twitter; social bookmarking sites like StumbleUpon, Digg, or Reddit; and links from websites on similar topics.

Social bookmarking sites often send the most traffic — in fact, StumbleUpon accounts for more than half of all U.S.-based social media traffic, according to a recent report. But, even when the numbers are high, you may not be reaching the audience you’re seeking.

Consider the common audience demographics of your referral traffic sources: If you run a business-to-business site, does traffic from individual-focused sites like StumbleUpon and Digg fit your mission, or should you focus your promotional efforts on business networking sites like LinkedIn?

Likewise, while Digg may send substantial traffic to a particular article, its user base is male-heavy and not particularly wealthy: A typical Digger brings in less than $50,000 a year, according to Ignite Social Media’s 2011 Social Media Analysis Report. While exposure to a large audience can often boost your site’s SEO rankings, relying on such sites for traffic isn’t an effective long-term strategy when you’re searching for qualified leads.

Focus instead on promoting your content to related industry blogs, and through your company’s existing social media channels: Though traffic rates may not always be as impressive, visitors from these types of referral sources are more likely to engage with your content and achieve the conversions you’re looking for, such as newsletter sign-ups and e-commerce purchases.

Look at your keyword search results

You’re not done studying your site analytics, yet. Next, take a look at the search terms that are driving traffic to your site.

If you sell sofa-beds, but are posting about — and getting search hits for — your dog rescue efforts, you’re probably not using your blog effectively as a marketing tool. Rescuing pets is certainly commendable, but the people visiting your site to read about how you saved Shadow aren’t likely to shell out for a sleeper sofa.

If many of your most popular website search terms are for terms that are only tangentially (or not at all) related to your core business, it’s time to start thinking more strategically about creating content that relates to your business goals. Start a secondary blog for the side project or hobby that’s bringing in keyword traffic, and focus your main site on content based around keywords that your target consumers are likely to be searching for.

Pay attention to user engagement measures

Are visitors bouncing away from your site within a few seconds, or do they tend to linger for a while, browse through your archives, and maybe even sign up for your newsletter? If your website visitors rarely view more than a single page at a time, it’s a sign that they’re either not your target audience, or that the content you’re producing isn’t compelling enough to entice them to stay. (For tips on creating content that pops, read Heather Rast’s recent post.)

Take a survey

You can learn a lot about your website visitors from your analytics metrics, but the best way to tell if you’re attracting the right prospects is to simply ask them. Use a free survey tool, such asSurveyMonkey or KwikSurveys, to create a list of questions to assess your users’ demographics, and their likelihood of using or buying your product. Keep in mind, however, that most visitors who fill out surveys are already engaged, so they may not represent your audience as a whole.

The bottom line? High traffic is nice to have, but if it’s not helping you reach your business goals, it’s just costing you bandwidth. Take the time to analyze your content strategy and marketing approach so that you can target the right online prospects every time.

Author: Kathryn Hawkins

Kathryn Hawkins is a Principal and Content Strategy Lead in Hawkins Multimedia LLC, a Maine content strategy and marketing agency that provides consulting and creative services to corporate, educational, and non-profit clients in New England and beyond. Hawkins Multimedia also owns and operates Gimundo.com, a website and daily newsletter dedicated to good news and self-improvement, which averages more than 100,000 unique readers each month. Follow Kathryn on Twitter @kathrynhawkins.

Other posts by 

 

Etiquetado:, , , , , , , ,

Zona de Promesas

Tecnología - Internet - Redes Sociales - Entrepreneurship - Música - Economía - Innovación

Fortune Tech: Technology blogs, news and analysis from Fortune Magazine

Fortune's tech team offers analysis and perspective on the world's most important developments.

Top Master | Blog

LOS PROGRAMAS DE MBA Y POSTGRADO MAS INFLUYENTES DE TODO EL MUNDO

La realidad alterna

Diario de sueños, cuentos, poesías y una novela en proceso

TechCrunch

Startup and Technology News

Unencumbered by Facts

Taking unsubstantiation to new levels

Carlos Cordero

Blog de tecnología

PsicoEmocions Blog

Un Pont entre la Psique i les Emocions

TEA PTLS NACHO

AUTISMO.TEA..PTLS

Comunicación & Marketing

De Lilian Lanzieri

Xtratexia

Dirección estratégica para la vida

Notes From The Internet

by Silvia Altamirano

StellarHIRE Partners

Founding Partner, StellarHire Partners - Executive Search Consultants. Recent engagements include Eloqua, SFDC, Tibco and Veeam.

ivanbrunpr's Blog

4 out of 5 dentists recommend this WordPress.com site

Matt on Not-WordPress

Stuff and things.

BLOGTEC

Noticias de Tecnologia.

Talento en Expansión

Tendencias y Mejores Prácticas en la Gestión de Personas de la Empresa 2.0

Two Leaves Tea SPAIN

Great Organic Tea! ✫✫✫✫✫ Te Organico en Piramides

Escuela de Dinero

El mejor Sitio en Español sobre lo básico para entender el Dinero y sus matemáticas relacionadas.

My Blog Daniel Palop

A topnotch WordPress.com site

Intentando dejar huella...

...en cada uno de los visitantes

Ideas Para la Clase.com

Portafolio de experiencias en la clase de español para Middle School.

littlegreybox

like. read. laugh. love.

déborah rueda

Un sitio más pero diferente sobre marketing on line

No solo los 80's

La mejor música de la historia

Molly Balloon's Blog

Identity + Dressing + Colour

El OJO PUBLICO. / Глаз общественности

Ver para contar & contar para ver. / Чтобы рассказать

Think Creative Idea

Marketing, publicidad, web y negocios

Social Media y más

Social Media, Redes Sociales, Marketing, SEO

The Coaching Alliance

El camino hacia el éxito

Luces y sombras de las marcas

Social Media, Marketing y Comunicación

CNN en Español: Ultimas Noticias de Estados Unidos, Latinoamérica y el Mundo, Opinión y Videos

Ultimas Noticias de Estados Unidos, Latinoamérica y el Mundo, Opinión y Videos

Javier GM Photography - México y más.

“A great photograph is a full expression of what one feels about what is being photographed in the deepest sense, and is, thereby, a true expression of what one feels about life in its entirety.” ~ Ansel Adams

Natalia Gómez del Pozuelo

Experta en comunicación y oratoria

aloyn

Alimentación, ocio y negocios, ALOYN, es un Grupo dirigido a Directivos y Propietarios de empresas, interesados en el mundo de la industria de alimentación y bebidas. Tanto por la parte de la industria productora como por la parte de la industria consumidora y/o distribuidora (Distribución Comercial, Horeca, Vending, Venta Directa, etc). También nos interesan las actividades ligadas al agroturismo y el enoturismo como magníficas actividades de promoción y difusión de la cultura gastronómica.

Blog de Jack Moreno

Un blog de Joaquín Moreno sobre recursos, literatura y ciencia ficción

Mashamour

Ensalada de Manjares

Infographic List

For those who love Infographics - www.infographiclist.com

URieLaRtE

hoy es el primer dia del resto de tu vida

be.blog

be. Intelligent Multimedia Education

unmonodelsiglo21

Un pequeño espacio virtual para pasarla bien

Curso Web 2.0

Diseña tu sitio web gratis y consigue visitas!

~~Mente en Gravedad~~

************************************************************************************************************

Seguir

Recibe cada nueva publicación en tu buzón de correo electrónico.

Únete a otros 4.352 seguidores

%d personas les gusta esto: