When Blogging Actually Works
January 23, 2009 1 Comment
There’s so much buzz these days around Blogging. You can barely go 3 days without hearing the word somewhere. In my line of business, I can barely go 3 minutes without hearing about it.
What is business blogging again? (In case you haven’t heard about it for a few days and forgot)
But what’s funny is that as much as a lot of these companies in Maryland and Virginia like to talk about business, or “Corporate” blogging, how many of them are actually doing it…and benefiting from it?
Who’s actually benefiting from their blogging efforts?
Of the companies that are actually blogging and are actually benefiting from it, how many of them think to measure their success in terms of monetary gain?
And of the ones that do THINK to start measuring their ROBs (or, Returns on Blogging), how many of them have the technical expertise to measure accurately and well?
How many of them actually trace the sales that they make, and the clients that they meet as a result of their blog publishing and other online marketing initiatives?
How many businesses actually measure their returns like they should? And of the ones that do measure their returns, how many companies are tweaking their online strategy to optimize their returns?
The answer is, that NOT very many of them are!
In fact, I may even venture to say that more than 90% of businesses are leaving money on the [cyber] table.
The reason that I’m thinking about this today is because a client that we have been working with for about 4 months just started realizing the benefits, reaping some of the sweet rewards of their blogging and digital content strategy.
Here’s a quick recap of the project up til now:
A few weeks after installing Google Analytics for the client, their site was registering less than 100 visits/month–not much traffic.
After a couple weeks of keyword research, the SEO team at Web-Mechanix optimized their existing pages (of which they only had about 7) for organic search.
The client enjoyed roughly 40% more traffic the next month (the good news).
The client still got less than 200 visitors per month to their site (the bad news).
So what did we do next?
That’s easy, same thing we do every time (almost)
*Continue doing keyword research,
*Publishing new [relevant, original, informative, valuable, keyword-focused] content,
*Architecting it wisely on their own site, and
*Distributing it throughout the web on relevant content hubs.
So that’s what we did.
And we’ve been doing it for the client for about the last 4 months.
Their traffic has now increased to close to 1,000 visits/month–
An increase of a cool 900%
The reason I’m writing about it is because today while I was on a call with the marketing director over there, going over their Google Analytics account with her, she says to me, “You know, I never imagined we could get this many leads from this site. Thank you guys sooo much!!”
It was the first time that I had ever gotten such an explicit verbal compliment from this particular client. I could tell by the way she sounded that she was happy and smiling. And it made me kinda happy too.
Anyway, that’s why I wrote about it.
The Web-Mechanix Team