This is the eternal question for bloggers business: how many sales opportunities generated your blog post? While it is much easier to observe the general metrics (p. Eg., How many visitors you get each publication), measuring the impact which affects the bottom of the funnel is critical to the growth of your blog and, of course, your company .
In addition to knowing the number of sales opportunities that have generated blog, most importantly, you can analyze these results and create a useful plan for the future. After all, if you can not make changes based on your analytical, obtaining such data would make no sense.
You do not know how to run an analysis of sales lead generation on your blog? In this publication, we present a sample report, analyze and indicate what actions we can do with that information.
Let ‘s start with the basis: the report .
Typically, marketers can calculate the number Total sales opportunities generated by your blog, but do not know the number of opportunities you get each individual publication. Information at each individual publication is important to determine what the best themes and formats of our publications.
To find out, you should create a report of attribution in your marketing software. If you want to learn how to create this type of report HubSpot, see this publication .
Let’s take a look at the following sample report showing the number of sales opportunities generated from publications on the blog of a company.
Next step: analyzing the report .
Depending on the number of items you post each month, your report could become too extensive. So to start your analysis, selects five of the publications that have better performance and five others that have poorer performance.
For this article, we will include only the best five publications, but do not forget to also ask yourself the same questions about your five worst items. The above example of an attribution report shows that five publications with the best performance are as follows:
When you already know what your best publications, analyzes the questions below, which were designed to help you get practical information from the data.
The first thing you should do is look the best (or worst) five publications and see if they are similar to each other. Begins with the similarities of the subject. Are popular themes that appear in all publications that generate sales opportunities? Are you surprised not to see the top five items certain issues that originally thought they would have a good performance? If you know what topics are interesting for your audience, you’ll have more ideas on other topics of articles, most likely, they will perform in the future.
In the above example, we see that the first two publications are based on the issue of macro data and the next three in data analysis in Excel. This information will help us generate content later on topics that enhance the generation of opportunities.
The format of a publication can also affect the possibility of converting a visitor. Some people prefer based publications lists, while others seek more visual or post infographics including presentations on SlideShare. Check the contents of your blog to see if there is a certain format that was more successful with your audience. This will help you understand how readers prefer to consume information.
In the above example, the most important post is an article with much visual content. However, the other four are to articles, so it’s probably a good idea to use in the future more posts with instructions (and also add some visual content).
The amount of information that can be included in a publication is unlimited, but how much is enough? Or how much is too much? Analyzes lengths of your different items and see if there are some that generate more conversions than others. Maybe you could find that your larger publications are not converting. That would be a good sign that visitors are not reading until the end of articles where are your calls to action.
Usually other forms of content items, such as social networking publications, videos, SlideShare presentations or infographics are included. This is an excellent way to share additional content on your blog without having to write another post. Different forms of content can cover most of your post.
In the above example, the first publication is “the best 15 infographics on macrodata”. Although there are no other forms of content in the other four items, the first could be an indicator that your audience likes to see infographics.
The most important elements of a post for conversions are called action (CTA). Look at the top five items and see if you have used several times the same CTA. Your CTA should be related to the content of the blog, so if you see similarities in content, is also likely to see in the CTA that generate more conversions. However, if you are testing several CTA in the same content, this could be a good sign of what’s working best.
In the above example, we could have some CTA to use in the articles of macrodata, which was the main theme of the first two post. At this point, we should see what the CTA of those publications presented better conversion rates. If CTA is always the same, we realize that it works correctly. Conversely, if different CTA, we must find if they have similarities with each other, as certain colors or keywords.
If you want to try different types of emerging CTA and learn more about who is visiting your blog, try the free tool for capturing sales opportunities HubSpot .
To continue the analysis of the CTA mentioned earlier, we also see what places were the CTA publications. Were they at the bottom of the post? In the sidebar? They were scrollable? Were they in the middle of the publication? This information shows what kind of CTA works better. Delves into the performance of various CTA your blog to find out if some techniques work better than others.
If you have more than one CTA in your publication, analyzes what works best. You might be surprised with the results.
In addition to the typical CTA image, you could also add links to landing pages or other useful pages of your site in the text of your publication. Before publishing the article, be sure to set up tracking URLs for the most important links, so you can know if they click on them or not.
It takes the analysis to another level and see the location of these links in your publication. If the only selected links are found at the beginning of the article, readers may not progress enough through the post as you thought. In addition, this is also an indicator that you should place the most important pages (such as landing pages) at the beginning of the post, as you discovered that this location generates more clicks.
If readers click on the links mainly found towards the end of the article, perhaps you are interested in more information and selected links that after reading all your content. Anyway, the location of your links can offer useful information.
We’ve talked a lot about the analysis of blog content on the page, but there are also other factors that could affect the number of sales opportunities that become your publications, for example, promotional channels. Before posting links to post on social networks or send them an email marketing campaign, make sure you put the correct URL tracking to monitor each channel promotion. This will help you understand whether the content of your blog is performing better in certain channels. And you can also discover whether certain themes or formats work best in the channels you use to promote them.
For example, “The top 15 infographics on macrodata” could have a good performance on social networks, while “dynamic data tables for geniuses” might work better in email campaigns. The theme, format and length of your post could also influence your performance when you’re promoting in different channels.
You can get lots of information from the analysis of these aspects of your blog entries. Even also saw some examples of how would my reasoning if we look at the different numbers. However, the best way to discover what works and what is not through experiments. To experience. To experience. To experience. That is the most important.
Determines the outcome of your analysis and implement them in the future creation of content. Put the focus on the topics that work best. Use post formats that generate more sales opportunities. Adjust the length according to the publications that presented the best performance. CTA uses that generate more sales opportunities and put them in places of your article that proved to be optimal. Promote your posts on the channels you think will help generate more conversions. Optimize your articles according to the data obtained and re-run the report to see if the results improve. The only way to know if your conclusions are correct is to experiment with them.
What are you waiting for?
What other aspects you consider when you perform an analysis of the blog?