I’m about to go pick up Greg for a Megabus trip out to see a client in Chicago.
As I’m drinking my first cup of tea I’m sitting here studying my stats.
I look at them like a detective looks at a crime scene.
What is there?
What is the information telling me?
What am I missing?
You should know that I get caught up just looking at the numbers. Not certain what they are telling me to do.
And I can imagine if I do that, you probably do too.
I do this because my marketing strategy is content. It’s blog posts like this.
I’m not just buying ad space and seeing if I get leads. I do a little of that. But I most build content.
When you are building content the nuances of the numbers matter more. It’s not a straight line from a person who reads an article to a person who fills out our contact form.
It’s not like that.
Content marketing is about building relationships.
I’m truly fishing here. I’m throwing my line out into the lake and seeing if someone is interested in that worm. I made that analogy in this blog post.
In content I believe the clues are in how long a person is staying on the page and what the bounce rate is.
Looking at this past week’s stats and comparing it to the same time last year my visit duration is up 257% (from 26 seconds, on average to 1 minute 34 seconds). Good!
My Bounce rate is down 11.6% (78.80% vs 89.17%). Pretty good.
But how confident can I be that’s getting me closer to more leads.
I then have to correlate it to the number of form submissions I’ve received.
This is difficult because I wasn’t tracking this for a full year yet.
But comparing this month to last month I can tell you they are up 125% (18 vs 8). But the previous month was December. It’s naturally a slower month.
So, let’s compare this month to November: Up 100% (18 vs 9 leads).
Compared to October I’m down 28% (18 vs 25).
Compared to September I’m up 500%!!! (18 vs 3).
So the conclusion: It’s working.
The content is working.
That’s, by far, our primary form of marketing. And everything points to the fact that it’s working.
…and so on I write.