Marketing views and experience with the difference

  MarketingStudies.net logo    
spacer Marketing views, news and experience with the difference Logo Logo
Subscribe to the infoMarketing e-zine

Providing strategic semi-monthly marketing diaries, views, commentary, ideas, studies and advice for the professional marketer. [more info l privacy]

RSS Content Feed What is this?
spacer
The Marketing Diary   l   The RSS Diary   l   RSS Marketing   

You are here: Home » The Marketing Diary » The Different Marketing Approach » How to Compute the ROI of a Business Blog

April 11, 2005

How to Compute the ROI of a Business Blog

Most modern marketers require every marketing activity to yield a certain level of return on investment (ROI), which is something especially close to direct marketers.

For instance, at Studio Moderna, every campaign and every single element within the campaign has to meet our strict ROI guidelines. We measure the effectiveness of each and every ad, without exception. You can probably imagine what that means for a company with over 80 hours of daily TV airtime, constant internet and print advertising and telemarketing activities.

As a direct marketing company the one thing we measure is sales and profits from sales. But Blogging is different, since it's usually difficult or not even appropriate to think in terms of direct sales, but rather in terms of the long-term impact generated by your blog.

Debbie Weil, in her highly recommended ROI of Business Blogging book, poses the business blogging ROI as one of the key questions for companies:

"This of course is a key question. If you go to all this trouble, even if it might be a little bit cool or if you really like to write or just feel you want to try this new technology, how are you going to quantify the return on your investment?"

Debbie developed three ways to compute ROI ...

1. Traffic to Your Site

According to Debbie, on way to determine the ROI of a business blog is to look at the traffic of your site. The key questions are:

a] How many visitors to your site actually visit your blog?

b] How many of these people are coming back on a regular basis, as a direct result of your blog?

c] What is your conversion to sales from links inside your blog posts or your blog "layout"?

2. Search Engine Results

a] Does your blog after a certain period of time show up in search engine results for your most important keywords?

b] Is it helping you generate more visitors from the search engines, especially paying customers?

3. Reader Interaction

a] How many trackbacks are you receiving? Can you identify what posts generate the most trackbacks and use that knowledge to improve your editorial/writing process?

b] How many comments are your posts generating? Use the same approach as above ...

And then finally, Debbie moves in to more strategic waters ...

"And finally I propose to you: does your blog make your online marketing and communications easier? I know that many of you say one of the reasons you're not publishing an e-newsletter regularly is that it really does take a lot of time to write and format properly in HTML. But it takes two minutes to publish a blog post. And so instead of sending one long e-newsletter once a month, imagine twice a week publishing a short paragraph - which is delivered to your subscribers via an RSS feed. It's much easier and quicker to write. It's easier for people to read. Because a blog is both an instant publishing tool and also a content management tool."

Of course, the question for you is, are your blogs generating a positive ROI for you?

Adapted from ROI of Business Blogging, which I highly recommend as a resource on business blogging. Check it out today.

Comments
Post a comment

Related Articles

[April 29, 2005]
Character Blogs Revisited: Whedonesque.com Continues the Conversation

[April 22, 2005]
Internet Taking the Upper Hand 'Against' Newspapers: What Can Publishers Do?

[April 21, 2005]
Business Blogging: What's The Big Deal? Enough Already ...

[April 18, 2005]
Character Blogs as a Branding Vehicle: An Essay On the Use of Character Blogs to Extend the Brand

[April 13, 2005]
Marketers, Wake Up!

[April 9, 2005]
Marketer Against Corporation: The 'Moral' Victory is No Question at All

[March 30, 2005]
Marketing Integration: Let's Just Go Back to Faxing

[March 28, 2005]
Defining the Relations Between Blogs, E-zines, RSS and E-mail

[March 28, 2005]
Marketing Information With Blogs

[March 24, 2005]
#1 Mistake Most Blogs Do

Recent Articles in iNet Marketing Article Database
Recent Articles

Introduction to Strategic Marketing Pillars

Marketing as an Integrated Communicational Process

The Marketing Strategy as the Essential Element

One-on-One Sales as the First Step

Constant Change

Unique Pre-Dispositions