I have been perusing marketing performance statistics for our Essentials clients ... and noting consistent patterns of results.
I have a routine for reviewing statistics. First, I look at the website traffic volume -- how many unique visitors came to the site over the past 30 days? Then I take a look at what pages were visited, and the average number of page views per visitor.
Here is what I find, almost without exception -- if a website shows high traffic volume and a low bounce-rate (meaning the average visitor clicked through to view more than one page on the website), then I also will see the client posted to their blog consistently throughout the month. When I see low traffic volume and high bounce rates, I almost always see a client who either never posted to their blog, or stopped posting consistently.
If you are reluctant to start (or continue) a blog, consider these statistics from Hubspot's 2010 The State of Inbound Marketing Survey :
- 77% of Internet users read blogs
- Blogs yield an average ROI of 600%
- Companies that blog have two times the number of inbound links versus companies that don't
- 46% of companies with blogs have acquired customers from a blog-generated lead
- 58% say that they are better-known in their industry because of their blog
- 56% say that their blog has helped their company establish a positioning as a thought leader within the industry
Blogging is an integral aspect of The Essential Solution® marketing system. We design and customize a legal blog for each of our Essentials clients, we map that blog so new posts are automatically indexed as part of the client website, we integrate the blog with other social media, and then we provide practice-specific content ready to post to the blog every single business day.
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