One of the many benefits of content creation is the increased likelihood that someone will find your content interesting and link to your eComm website.
If you've been blogging for a while on a frequent basis, you've likely seen the benefits of all that content in terms of increased traffic and hopefully also seeing a corresponding growth in revenue.
But how do you know that your blog is responsible for the increase in traffic?
More often you're asking yourself, "How can I tell if the content is contributing to my sales, rather than people just viewing it then buying elsewhere for a lower price?" And more importantly, how do I increase visitors engagement with content, and parlay that increased engagement into increased brand recognition and loyalty over time?
Let's start first with a better understanding of revenue attribution to determine the financial impact of blogging and its influence on your bottom line.
Where does your eCommerce revenue begin?
The last touch point to a customer doesn't necessarily tell you that it was an email for example, that influenced their behavior. The lifecycle of each customer is different, which means your marketing efforts will reach those customers at different points in the buying cycle.
For instance, if you attribute your conversion to that email you sent, you won't know which of your other marketing channels are actually instigating new relationships with potential customers or influencing them along their journey.
The takeaway of course is that being able to analyze the entire conversion path is essential for marketers to understand and invest strategically. You spend a great deal of time, effort and money into various channels, from email and social media to pay per click and display ads. Without tracking which of these converts users into customers, we really can't accurately calculate the return on our investment. What this means is that you'll need to not only view the top-level numbers that an analytics platform provides, but also the very individual paths of your best customers.
If you can pull a report and review the buyer's journey of your top 20 customers, what would you see? Knowing this information could provide you with an understanding of what content influences those who spend the most at your store. The ability to analyze this kind of information will also help you to understand more about the buyer personas of your most valuable customers that should therefore receive more attention from your marketing and product efforts.
Sounds complicated I know but using HubSpot makes it easier. The tools that HubSpot offers brings together revenue data by contact from your shopping cart, page-view data from your website, and individual buyer's journey data from your contacts database.
Want to turn up your content creation to increase revenue? Tune into tomorrow's post as we'll uncover 5 ways other companies have done it.
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