Top Five Ways to Turn Blog States into Sales Intelligence
The next time you take a look at the analytics for your corporate blog, go deeper than the dashboard. Down in the weeds, you’ll find information directly applicable to your sales efforts. Mine this data, and communicate it to your sales team: they will have a powerful new tool for getting inside their targets’ heads.
There are many ways you can use your corporate blog’s analytics to drive revenue gains across your company. Here are my five favorites:
1. Watch who’s watching: Don’t (just) look at volume. Instead, take a peek at the company names. You can use this to find out who in your target market is interested in your company. Also, take a look at the posts they are reading. This will provide insight into the specific products or services they are exploring.
2. Check for repeat visits: Do some companies keep coming back? This speaks to level of interest and commitment to your brand, not to mention specific business issues or products or services. Frequency and regularity translate to higher potential for entry into the sales cycle and conversion.
3. Dig into keywords: When a visitor uses a search engine to come to your corporate blog, the keywords used can be telling. Keep an eye open for those that indicate a business pain point or particular product or service.
4. Consider timing: Is there a major industry milestone or conferencing coming? Look at which posts are most popular to see what your target market is thinking about. You can use this to shape your communication strategy and specific sales efforts for the event or peak time period.
5. Measure your interested reach: Big media pickups aren’t always best. Use referred traffic data to see which outlets are generating the most engagement (i.e., by sending traffic to your corporate blog).
Follow Technorati