Blogging for the Show or the Doe ?
Blogs and blogging are a central part of any “modern” web marketing effort today and will be as far as I can see for some time in the future. Actually for a small and even medium sized enterprise, a blog can more than enough to make an online presence significant.
There is a lot of talk (or should I say hype) about social media and the important role it is playing, but if you are looking for quality traffic and some solid business leads, and you are in a traditional line of business a blog is what you need – today.
Measuring the performance of your web marketing efforts is not only possible but essential to keep the boat afloat. Google analytics are bringing about a general awareness related to web metrics and website performance: people are asking more questions and want reliable answers to increase their ROI and reduce CPA.
Measuring performance is related to your objectives.
You can use a blog to run a business. If you are running a WordPress blog the plenthora of plugins and additional functions made available makes everything very easy to with little to no programming skills required for most functionalities.
One very important function is a contact form – there are so many available and it’s a matter of minutes before your blog has contact forms ready to use. Same goes for e-commerce plugins.
Let’s focus on and take as an example the contact forms I just mentioned – they have a big limitation when it comes to measuring conversions, i.e. if you wish to track:
- how many users compiled a form
- which keywords they used when they compiled the form
The WordPress plugins that I recently examined were all missing something very important: a thank you page.
Why do you need a page ?
Because that’s where you’ll place the tracking code you need to monitor performance and understand if the flow of actions is working as expected or not.
For those who develop WordPress Plugins a slight modification such as the one I just described (= make the thank you page independent) is becoming a necessity.
But right now, if you need to track performance and run a blog you need to address things in a different manner. here’s how.
Set up a contact form with a thank you page – programming can be done in php (FIND SOME ONLINE RESOURCES). If you don’t have one, setup a Google Analytics Account and setup your goals – indicate the URL of your thank you page.
You might want to modify any existing plugin – don’t, it won’t work. The problem is the repeated presence of captcha on category or tag pages inducing fatal errors.
By doing so you can create you unique call to action on each post inviting your readers to contact you, subscribe to your newsletter, or place an order.
Sounds too complicated ? It’s not – I’ll show you in my next post 🙂