How do you know your blog is working? You could wait until a potential customer mentions finding you one the web. Or you could install an analytics app into your website and see the numbers for yourself.
According to Daniel Newman, writer for Forbes, hard numbers will be a big deal in 2017. He says:
“Talk of measuring marketing has been on an endless loop lately. With confessions from Facebook and others about how their data doesn’t tell a complete story, what we do have is less than stellar. Now—and in the upcoming year—measurement will be done with purpose. Expect business objectives to tie back to profit, revenue, customer retention, and satisfaction.”
Newman says that 2017 marketing will continue the traditional focus on product, place, price, and promotion, but savvy marketers will also be adding a new focus on the consumer. According to Newman:
“Customer-centricity is one of the hottest topics in the business space today and we are constantly talking about ways to improve customer experience. The world is moving so fast. The only way to compete is to nurture, sustain and foster the relationship you build with your customers.”
Blogging For Customer-Centric Marketing
An informational blog is a great way to apply repeated soft-touch marketing to your top clients and potential customers alike. By inviting your retained clients to subscribe to your blog, you will be able to provide them a no-cost added value to the work you are already doing for them.
It also provides you a way to remind clients about the range of services you offer. Marketing is increasingly about providing the right information at the right time. This kind of drip-marketing will remind your client about that add-on service they never thought they would need – until they do.
Using Analytics to Learn More About Your Readers
Daniel Newman says:
“The biggest problem with most claims of customer-centricity is that they are largely based on assumptions.”
Rather than rely on what you think your customers want to know, you can use analytics to find out what they are actually reading. Applications like Google Analytics and Yoost both provide hard numbers to confirm or deny your assumptions about your client’s needs.
You can set up your analytics to track:
- How many people open your blog subscription emails or e-newsletters
- Which blog posts receive the most clicks
- Where your visitors are coming from
- How often a reader becomes a client
With hard numbers, you can make better choices on blog topics, focus keywords, and even publication dates and times. That way you can make the most of your marketing time and money.
Lisa Schmidt is a writer for Legal Linguist. She provides ghost-blogging and writing services for law firms and small businesses. If you need help making smarter web marketing decisions, contact Legal Linguist today to schedule a meeting.