Is your financial blog yielding results? Use two simple metrics to find out
By Maggie Crowley
The impact of blogging on financial advisors' website traffic is remarkable. That’s because content is one of the most important aspects of any website. Both people and search engines find your website by the content — it’s what drives traffic to your site and turns prospects into leads and leads into clients. But, if your blog isn’t generating traffic, it can’t help drive visitors to you website.
Business blogging can be defined as an initiative launched for the purpose of meeting a corporate objective — most commonly increasing website traffic or building brand visibility. Why should you measure the performance of your financial blog? Here’s the simple truth: You should measure the performance of your financial blog to see whether it’s actually doing its job of generating traffic to your website. If not, then you know it’s time to make some changes.
Here are two metrics that are easy to measure with a free Google Analytics account.
1. Individual post views
Measuring the number of views your blog receives can be really insightful. Dig a little deeper, though, and unlock the magic of these analytics. Since the performance of your blog hinges on your content, use your blog’s marketing analytics to improve your content creation efforts. If you find that a post about retirement planning gets 50 percent more views than your post about budgeting, try to steer your writing for an audience who is interested in retirement planning.
2. Traffic and referral sources
Analyzing where the traffic to your blog comes from is the easiest way to improve blog content, promotion and distribution in order to gain more traffic. For example, if you’re posting videos on YouTube in order to raise brand awareness, you want to see whether those videos are driving visitors to your site and, consequently, whether YouTube.com shows up as a top source of referrals. This report lets you see traffic from expected sources, but it also lets you see whether there are unexpected sources. For instance, a review from a client or news story you didn’t know about or perhaps a popular blogger who discovered your website or blog.
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