In recent posts we shared information on how best to start a business blog – including tips to help define it’s purpose and audience, and the importance of planning your blog.
This post will focus on the RESULTS your hope to achieve through your blog. Now that you’ve determined your blog’s purpose [see post #7], what result or results, do you hope to see? For example, if your blog’s purpose is to inform about upcoming events, the result you see might be an increase in attendance. But if the blog’s purpose is to promote a service or product, how will you know if it is effective?
By defining WHAT you’re looking for, you will also better understand how to measure it.
For example, while you might not consider a blog to be a typical direct sales tool, you can get a sense of the traffic and conversions that result from your blog simply by tracking the number of visitors to your web site or blog. There are analytic tools such as Google Analytics that provide this service, that are easy to install and use and they are free!
Do you have a newsletter or catalog that you send to your customers, via email or snail-mail? Include a sign up feature on your blog and track the results. Adding a Contact form to your blog, and making a point of asking new contacts how they learned about your business can also give you data about your blog.
So remember: plan, plan, plan before your write, write write!
Now leave a comment on this post to let us know how we’re doing. This will help us to track our results and practice what we preach!