Financial Advisors: 6 critical metrics to measure business blog performance in 2022 (updated)

  1. Measure Visitors. Traffic measures the number of people who visit your blog.
  2. Measure Leads. Measuring “leads” can be as easy as a vistor filling out a contact form. Set up a goal in Google Analytics. Goals in Google Analytics measure actions you want visitors to take after reading one of your blog posts. That might be signing up for your newsletter, or filling out a content form. Looking at how many people subscribe to your blog or newsletter provides a solid indicator of the quality of your content.
  3. Measure Social Media Shares, retweets, likes or clicks. Social media can be a key driver of short-term traffic. Keeping an eye on your social analytics can help you understand spikes in your shares and the impact of your shared blog content on your overall engagement rate.
  4. Average length of stay. The average length of stay on the blog post’s web page is a metric that gives you an indication of how compelling your blogging is to the reader.
  5. Page views per visit. Page views per visit is a metric that quantifies your success at encouraging multiple interactions.
  6. Inbound links. You need to get well respected, “authoritative” domains linking to your content. More inbound links occur when another website links back to your site. Inbound links is an indicator that your site has high-quality content, making these links one of the most important elements in search engine optimization (SEO).

Social Media Post Lifespan for 2022

Tweet post lifespan = 15 minutes (Avg.)

Facebook post lifespan = 6 hours

LinkedIn post lifespan = 24 hours

YouTube post lifespan = 20+ days

Make sure you optimize your posts for retweets and shares. You can also try to “boost” a Facebook post with an ad to extend lifespan. With Twitter, “pin” tweets to the top your profile page to guarantee a greater lifespan. For a LinkedIn post, add content to your profile and join groups to share that content there. Add relevant keywords in your YouTube video title, description, & tags.

Lastly, #Hashtags can help extend or “stretch” lifespan for all social media platforms posts.

Reducing Support Costs by Leveraging the YouTube Platform

In these tough Covid economic times where there are layoffs, companies are looking to cut or reduce costs anywhere they can. One of numerous ways to cut costs is in the “support” department. Many joke that Marketing departments are cut first when it comes to layoffs. Not true anymore as EVERYONE now is vulnerable. A colleague of mine who is a product manager for a Silicon Valley firm recently lost ½ his technical support staff due to layoffs. The company, and the product support group, is now overwhelmed with customer “issues.” With half the staff gone, there ways to “bridge the gap” for his small support team. He asked me for any recommendations. I told him straight up to look at a video sharing platform to alleviate the tech support crunch, specifically YouTube.

Leveraging YouTube

Create a YouTube channel specifically geared towards your company, product or service you need to support. Smartphones these days come with hi-res video built in. Leverage that smartphone feature for free without buying digital video equipment. Dig through the support “issue” database and sort out the top 10 topics or questions that customers submit to you via email, contact form or through social media. Sit down in front of a computer with the smartphone and record how to resolve each issue (or submitted question) step by step and narrate.

This can work for hardware, software, or services that needs support. Sit down and go over frequently asked questions (FAQ’s). They can be simple setup questions or advanced features questions. Get CREATIVE in your videos. Record all possible workarounds surrounding your product bugs or customer general questions.

Post the link to your YouTube channel from the technical support site section on the company’s web page. One advantage of using the YouTube platform is that you do not have to incur the cost of hosting the videos yourself. Make sure to optimize your YouTube Channel.

The YouTube Advantage

  • Zero MB/month traffic usage costs
  • Zero hosting costs associated with these videos taking up space on your servers
  • 24/7 YouTube up time for customers around the world

You get the idea. This is a major value-add if your support team is understaffed. Hopefully, in time, the technical support call volume (email) will decline.