So how do you describe yourself? Are you an Enterprise, a Corporation, a Business or perhaps even a non-profit? However you describe yourself, at this point you are probably considering blogging as a tool for your organization.... So why would a Company or organization blog? As we get beyond best practices for blogging, we need to know if this is actually doing any good or not.
If you know anything about me, you know that I despise any marketing that can't be measured. One thing I love about Business Blogging is the simple fact that it's measurable.
Any easy to use blogging software platform should have included analytics that will tell you some key performance indicators such as the normal visitors, the source and keyword search terms visitors used to find your Company Blogs and where they went after they came to the blog.
How do you use this simple data to measure ROI for your Corporate Blog? Well, do you use Pay Per Click? This is a simple comparison for you...how much do you Pay for a click on specific keywords? You have already set the value then. If you see your corporate blogs getting those clicks then you have an easy way to measure your success.
Posted by: Chris Baggott on Wednesday, September 5, 2007
Well, let's think about that. If you are winnning the search, and getting the conversion and the conversion = $$XX.XX don't you have a terrific measure of the blogs value to the business? In our business we are passionate about measuring Cost per lead and lead cost as a percentage of a close. We know how much we are willing to spend on a lead. Does that make sense?
Posted by: Kian Ann on Wednesday, September 5, 2007
Hey Chris, I think this is a way to measure the value of the blog, but no so much of how much value the blog is bringing to the company. Are there better metrices?