So you’ve been running a business blog for a while now. Maybe it’s hosted on at a different domain to your regular business site, maybe it’s not. Maybe you try to be more informal, more conversational than you allow yourself to be on the “real” site.
But what if it’s not working?
- What if 90 percent of your daily traffic is from new visitors that don’t hang around?
- What if Google Analytics tells you that your I came, I saw, I puked (Bounce) rate is 80 percent plus? (Tip: Check out this site for the best on using Google Analytics
- What if no one’s leaving comments, questions or retweeting your posts?
And what if the Hippo (Highest paid person in your organisation) is complaining that the business blog that was given the OK earlier this year is failing miserably and due for the axe and your job along with it?
Nightmare on B2B Blog Street
When disaster strikes and you’re failing to build a significant community around your business blog, it’s time for action. Ask yourself some searching questions and try to develop a strategy that you can implement and monitor to turn things around. What’s more, make sure you put a system in place that will measure your progress!
Do the Data
Rather than just making a subjective assessment of your site and flaying around in the dark as you try to turn things around, turn to concrete data. Look at what Google Analytics tells you about the performance of your site (Cf Content Marketing and Google Analytics 101 – podcast).
For example, three of my favourite questions for clients are:
- What are the top entry pages for your blog?
- What pages get the most clicks from unique users?
- What pages have the highest bounce rate?