Why Your Blog Traffic Isn't Converting into New Business
There is a great discussion going on in the HubSpot Inbound Marketing Agency forum about whether companies are turning their blogging traffic into new business. Todd Giannattasio (@tresnicmedia) from Tresnic Media started the conversation by sharing the results of his '50 blog posts in 25 days' article. Just like I shared the other day in my 'blogging frequency increases traffic' post, his experiment resulted in increased traffic too. Very few agencies will argue with this fact; there's lots of data that shows the correlation between blogging frequency and traffic growth.
In Todd's article, he talks about the 'harder to measure' benefits of increased blogging frequency including:
- Getting referrals from people he meets through his blogging activity.
- Sharing content during his sales process to help educate a prospect and move them further down the funnel towards buying.
- Using blog posts to answer customer service questions.
All great stuff. However, many companies - who step on the blogging gas pedal - expect a more measurable and predictable way to scale sales from their increased blogging efforts. In my post, "Why You are Failing at Inbound Marketing", I detailed what many companies have done in order to turn inbound leads into sales.
What have you done to turn your traffic into sales?