The impact of blogging for financial advisers on their website traffic is remarkable. That’s because content is one of the most important aspects of any website. Both people and search engines come to your website for the content – it’s what drives traffic to your site and turns prospects into leads and leads into clients.
To see whether your blog is actually doing its job of generating traffic to your website, you need to measure its performance. If your blog is not attracting visitors, then you know it’s time to make some changes.
Here are two metrics that are easy to measure with a free Google Analytics account:
1. Individual post views
Measuring the number of views your blog receives can be really insightful, but dig a little deeper and you can really unlock the magic of these analytics. Since the performance of your blog hinges on your content, use your blog’s marketing analytics to improve your content creation efforts.
If you find that a post about retirement planning gets 50% more views than your post about budgeting, try to steer your writing for an audience who you envision is interested in retirement planning.
2. Traffic and referral sources
Analysing where the traffic to your blog comes from is the easiest way to improve blog content, promotion and distribution in order to gain more traffic. For example, if you’re posting videos on YouTube in order to raise brand awareness, you want to see whether those videos are driving visitors to your site and consequently whether www.youtube.com shows up as a top source of referrals.
This report lets you see traffic from expected sources but also lets you see whether there are unexpected sources, for example, a review from a client or news story you didn’t know about, or perhaps a popular blogger who discovered your website or blog.
Goldmine Media build bespoke blogs for professional financial advisers that can either be converted into a full website at a future date or integrated into one of your existing websites that links to all of your social media platforms, including Facebook, LinkedIn, Twitter, Google+, YouTube and Flickr.
Don’t miss out on this highly effective way to generate leads and business – talk to us today.
Paul Bearman, Senior Editor, Goldmine Media
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