Most people would love to find a method of marketing that is effective, fun and free. Well, blog marketing certainly fits the bill.
Unfortunately, not many people understand that “effectiveness” is not the same as having a lot of pages in the blog, nor is it getting listed in as many directories as possible. Actually, effectiveness of a blog marketing strategy really depends on the objectives. Any marketer will know that a marketing strategy is nothing more than a powerful sum of its parts. Hence, a blog marketing strategy cannot stand alone, that is a given. So, we will not talk about that. For a blog marketing to be deemed effective, there are usually three measurements: traffic, response, and action.
Denise has an interesting post on how to build blog traffic. Any new blog will face the challenge of generating traffic. The key is not the volume of traffic, but the relevance of it.
Response is one of the best indicators of whether your traffic is targetted or not. Interested parties will respond to your blog posts (unless they are so poorly written…) and they will respond through comments, feedback forms and even emails.
Arguably, action is the holy grail. A blog that has plenty of traffic and an active, responsive readership, but cannot prompt readers into action to become buyers, subscribers or whatever it is you are marketing, can hardly be deemed to be effective.
I am sure there are many other marketing metrics that can be used. But blow aside all the fluff and illusions of success, the above are, I believe, the 1-2-3 of a successful blog marketing program.