I read an article today that quoted Piper Jaffray as stating the following, “Whereas Internet advertising budgets were the first to be cut during the market crash of 2000, we believe the proven high ROI of online advertising today will make online advertising resilient even with a recession in the United States.” I find this extremely interesting and I completely agree with their statement. As stated, the resilience of online advertising is based on its proven high ROI. That being said, every method of marketing must be measured for ROI no matter if it is email marketing, PPC, even blogging.
Generating and measuring ROI from blogging represents a
shift in mentality for many marketers and bloggers alike. The days of blogging to blog are eroding and
more and more marketers are shifting their online marketing dollars to
corporate blogging solutions due to the SEO benefits corporate blogs provide. Where we see many marketers fall short in
their blogging strategy is the development of a clear call to action. This is a very simple and fundamental step in
every marketing campaign, yet we routinely experience prospects, inquiring
about our corporate blogging software, that have become frustrated with the
perceived lack of success of their blogging strategies only to uncover through
our business analysis process that a key contributor to this frustration is a
lack of measurability. A blogging strategy
must include a clear call to action, whether it is to convert readers to email
newsletter subscribers, webinar registrants, or sales leads. Just remember, as Piper Jaffray stated above,
the resilience of online advertising is based on its proven high ROI.
Are your blogs search engine optimized?
Do your blogs include a call to action?
