Measuring conversions from your blogging efforts is not as easy as it sounds. There may be a ton of metrics to track from website traffic to ROI. If you aim to give your sales a boost through blogging, you would need a way to identify the buying motives that visitors to your site resonate with the most. After all, the quality of your blog content is what will attract visitors to your site long enough for them to finally convert.
It is an established fact that consumers interact with a brand a minimum of 6 times before converting.
Creating engaging content is just one part of the problem for brands. Since your objective is to grow sales through blogging, you would also need a reliable way to track and measure user behavior after they have engaged with your content. That means getting to know just how many of those likes, shares, and clicks are in fact contributing to the bottom line! Generating engagement is vital to increasing reach which in turn can do wonders for lead generation. The real challenge, therefore, is what model of attribution is best for measure conversion.
Let’s take a look at how blogging consistently can influence sales organically and then examine the attribution models that might work best for your needs.
Blogs Influence Sales:
When it comes to starting a conversation with your target audience, there is no better alternative than blogging.
By leveraging the trending topics in your niche, blogging can help your brand educate and build trust with readers seamlessly, by speaking to their needs in a natural and innocuous way.
After interacting with your blog content a few times, engaged leads may download an e-book or sign up for your email newsletter, progressing from the Awareness stage to the Evaluation stage of the marketing funnel. By this point, they will have built a certain level of familiarity with your brand and maybe actively considering buying from you. However, they are not ready to hit the ‘Buy Now’ button just yet.
In fact, a study by Impact shows that 47% engage with at least 3-5 content pieces before getting in touch with a sales representative. Relative to the revenue potential, however, the cost of adding a blog to your promotional mix is very little.
Blogs to be Looked at with FC and LND Attribution:
If you use attribution models to track conversion rates from your blogging efforts, the results may just surprise you. Blogging is, by far, the most cost-effective way for businesses to engage their audiences and attract quality users. However, the Last Non-Direct (LND) attribution model may not be the right one to assess the RoI from blogging as the majority of customers could well be engaging with your blog content in the initial stages of their journey compared to the latter part.
Since businesses create blog content to draw in first-time visitors to their site or to attract visitors when they are in their research phase of the buying journey, the First Click model & the Assisted Click Attribution model can provide a much more realistic view of the effectiveness of your blogging strategy.
EasyInsights Powered Dashboards – Making Visualisation and Analysis Easier
As fragmented as individual social monitoring and analytics tools are the task of knowing what the end customer ‘really wants’ does not get any easier for marketers.
This is where EasyInsights comes in. With its ability to seamlessly connect with a host of ad platforms, Analytics, and Webmaster Tools, EasyInsights gives you a complete 360-degree view of the entire user journey.
It lets you piece together the user’s state of mind based on his or her interaction history, allowing you to strategize and execute blog content strategy with confidence.
You can easily filter the primary Dashboard View to access the First Click data for each blog post along with comprehensive performance metrics like First Click Revenue, Session Duration, Bounce Rate, etc. all just a few clicks.
To help you understand what type of blog content works best with your readers, EasyInsight’s Automated Category label tags and organizes individual blogs into separate categories. This can provide invaluable insights in terms of deciding future blog topics and setting up an overarching content calendar.
Case Study: How FC & Assisted Click Attribution Model Helped Evaluate True RoI of Blogging Efforts
This data could be collected from Nov 29th (when we implemented our analytics framework). Thus, this is an insight of 4 months and running.
In the above table, our blog performance data for the four-month period between Dec’ 19 and Mar’ 20 reflects how blogging effectively contributes to 200-250 transactions a month based on First Click attribution and more than 3 times this amount based on assisted clicks.
After analyzing visitor data, we found that around 50% of transactions happened within 30-40 days of the first visit. This indicates a fair amount of mid to high intent traffic on the blog. Our strategy has been to further sharpen the funnel, get more people to fill our lead form, and then convert them.
Case Study: How Relevant Attribution Model Helped Identify Which Category Is Giving Higher Returns & Accordingly Modify The Content Strategy
Which content categories are driving more revenue?
unique page-view > ₹10
Using EasyInsight’s blog category mapping feature, we identified which category gave the highest returns per unique visit. This has helped us create more content in high demand categories.
The impact of blog and content on your revenue is relatively difficult to measure as it usually plays a role in the top and middle funnel marketing and the standard Last Click Attribution model may show a significantly incomplete picture. But as soon as you use a more appropriate attribution model, and use that to analyze the impact and performance of your blogging effects, a lot of actionable insights surface and can prove super beneficial for your blog team. First Click & Assisted Click Attribution models are generally good starting points for initial level analyses, and you may want to go for a custom attribution model of your blogging efforts at a slightly later stage. The longer your first visit-to-sale cycle is, the more sense it will make to move away from the last-click attribution model.