Once you have the platform with the desired aesthetics, it’s time to take action to turn your Blog into that marketing tool that allows you to publicize your project or disseminate your ideas. The first thing you will have to do is to implement a software that allows you to control if what you are doing is having an effect or, on the contrary, is not giving the results you expected. It’s time for Web Analytics!
Blog Analytics – Google Analytics
Implementing thousands of tools that will help you do marketing does not make sense if you do not control the results of what you do to improve and enhance what works and stop doing what does not. When you start up the Blog, you should think very carefully about the objectives you are pursuing with it: brand image, whether of the company or personal, sales, contacts, access to certain circles in the sector, visits to the website or online store, etc. Depending on this, you will have to control some indicators or others. In the graph below you can see some examples of objectives based on the type of website:
Having a clear idea of the objectives you are pursuing with your Blog, you will be able to define what to measure. Free tools such as Google Analytics, Yandex Metrica or Crazyegg will help you monitor everything that happens on your site. For example, you can find answers to the following questions:
- Are you meeting your objectives?
- What are the traffic sources of your Blog?
- Of these sources, which ones contribute the most to the objectives?
- Where do the people who subscribe to the RSS or Newsletter come from?
- Which pages do people enter through?
- Which articles and topics are the most read?
- Which social networks refer the most visitors?
- What content is shared the most?
- What devices do my readers use?
- How long do people stay on the site?
- How often do they come back?
Our recommendation is that you start with Google Analytics as it is the best known and where you can find more help documentation, both from the tool itself and from third parties, and both free and paid. For installation, You only need to put a piece of code on all the pages of your website. Any person or company that makes your website will know how to do it.
In any case, there are free tools for platforms such as WordPress, Google Analytics by Yoast for example, which will allow you to have all this information and make the right decisions. The implementation
You can also read another article of this Blog to deepen in the philosophy of Web Analytics: The corporate web: measuring results of our best commercials
Calls to action
Based on the objectives you have defined, you should place small baits throughout the blog so that people, once they have read the articles, will do something next that will lead to that objective or at least bring them closer to it. These baits are calls to action, which usually take the form of a short text as a statement and one or more buttons that lead the visitor to do something. You may be thinking, “If people want something, they will do it.” Whether that’s true or not, that doesn’t mean you can’t make it easier for them, because what seems obvious to some is not obvious to others. So, take our advice and use calls to action. You will see how the conversion rates of your Blog, that is, the percentage of people who visit you and meet your goals, increase significantly. Some examples are the following:
- Subscribe to our Newsletter and receive a tutorial about SEO
- Subscribe to the Blog RSS to receive the articles in your inbox
- Did you like it? Share it on Social Networks
- Do you need something related to what you have read? Contact us at
- Purchase a related product.
And here is a visual example to help you understand it better:
To use this functionality in WordPress, you have at your disposal the “shortcodes”, which are small pieces of code that when inserted into your articles, will allow you to activate many different functionalities, including the buttons that facilitate calls to action. Here are a couple of plugins that we really like:
