How to Know Which Blog Content Gets You Clients
Last time, we talked about how to use your blog to organically grow your business. Today, I’m going to give you some tips for monitoring your blog’s success and discovering which content is specifically bringing in clients — so you can create more of it!
But first, let’s talk about stats in general…
To care or not to care? that is the question.
The truth is, not all marketing stats are created equal. What matters most to your bottom line as a customer-based businesses is NOT your # of likes and comments on social media. Engagement with your website and newsletters is far more important!
IGNORE THESE STATS:
your # of followers on social media
“engagement” with your social posts (great for cultivating existing relationships though!)
CARE ABOUT THIS INFO:
the # of people clicking over to your website from social posts (are you seeing an increase?)
which content is encouraging those website clicks (most-clicked content)
the # of people who sign up for your newsletters (increasing over time?)
which blog content gets the most traffic on your site
which search keywords are sending you the most traffic from Google & Friends
Now, I’m going to show you how you can act on this knowledge with maximum impact!
Definitions of The Most Important website Analytics
TRAFFIC: The number of people coming to your website.
TRAFFIC SOURCES: How website visitors are finding you—can be direct, via social media, via Google search, or as a referral from another website.
GOOGLE SEARCH KEYWORDS: Tells you which words people are typing into Google to find you.
POPULAR CONTENT: Which of your content gets the most views and engagement.
SITE SEARCH KEYWORDS: If you have a search bar feature on your website, you can see what people are specifically looking for from you.
Knowledge is power: What you should do with your analytics
Knowing your site’s traffic can be helpful, but not always. Here, quality is better than quantity. You’re much better off with 10 ideal clients soaking up the content on your site than 100 who will probably never hire you. So look for increased traffic over time (especially if you’re blogging), but take this one with a grain of salt.
Knowing your highest sources of traffic tells you which social platforms and marketing strategies are working best for you.
For example, after spending 75% of our marketing time on Instagram, we then discovered that most of O&B’s traffic was coming from Facebook and Google Search. (Lightbulb!)
So where should we put our efforts into reaching and supporting more lovely business ladies…? In our Blogging for Home Pros Facebook group and here on the blog! You can draw your own conclusions just as quickly and effectively.
SEARCH KEYWORDS (YOU’LL WANT TO READ THIS)
I looooveeee this feature. If you’re signed up for Google Console, you’ll know exactly what people are typing into to Google to find you, which can be really helpful info…
…Because if the search keywords are related to your business and target client, you can start emphasizing these topics in your blog posts and SEO.
For example, we realized a while back that most people were finding us by searching “interior design blog post ideas” and landing on our 29 Content Ideas for Interior Designers blog post.
So what did we do? We started publishing more blog posts with content ideas (here!), since it was so helpful. We started linking to our 29 Ideas blog post in other posts, increasing the likelihood of people finding it.
Even higher Google traffic. More newsletter signups. More members in O&B Studio and friendly faces reaching out just to say hi! A.k.a… all the good things that give us full, happy heart. Because at the end of the day, we’re helping even more people.
It’s very likely that your most popular content and your search keywords are similar, but it’s worth checking anyway. It’s also worth checking which content inspires the most website clicks from your social media pages.
For example, when looking at the social analytics of one of our custom blogging clients, we realized that she received the most website traffic from the blog posts that talked about people—her team, her community, her clients.
Can you guess what’s coming next?
Yup, more content on those topics. Of course, we’re still going to blog on a variety of topics and categories, but putting the “human spin” on everything is going to be the name of our game.
Now it’s your turn! Go check those analytics! If you’re having trouble finding them, just leave a comment below and we’d be happy to steer you in the right direction.
In the meantime, don’t forget to sign up below for our newsletter for monthly advice + a free blog post template from O&B Studio!