February 2015 Traffic Report

February 2015 Traffic Report

Content marketing is a significant investment time and money. To make sure it works for you, you need to start out with a solid plan, and once you’re executing that plan, you’ll want to stop and look at results on a regular basis.

As a content marketing agency, keeping a close eye on traffic and leads is a part of the service we offer our clients.

We also want to look at our own traffic and leads. Read on to see how we’re doing.
(To see January’s report, click here.)

Traffic

Our traffic has risen fairly steadily since we started blogging regularly on Groove, and decreased only last fall when we slowed down the rate of our blogging.

However, our blog has now been around long enough that we are seeing significant organic traffic without having to publish virtually every weekday. (In October 2014, we published 23 posts, whereas in February 2015, we published 12.)

The message here is obviously, if you want a lot of eyeballs on your blog, maintain an aggressive posting schedule – especially until the search engines start to give you love!

Traffic-through-Feb-2015

Here’s a look at our monthly traffic:

 

In addition to the volume of traffic, you’ll also want to look at the sources of that traffic because some sources will produce much higher quality leads than others. Below is a breakdown of the sources of our traffic through February.

Sources-through-Feb-2015

 

We see that our visitors are coming from a good variety of sources, which indicates that we’re doing a good job of promoting our content.

Of particular note is that a significant amount of our traffic (over 45% in February!) has come from organic search – not bad for a blog that’s still less than a year old.

We also get a high number of leads from organic traffic, and although the number of leads were slightly lower in February than January, overall our organic leads are also on the rise:

Organic-contacts-through-Feb-2015

We attribute these high numbers to our well-planned and executed SEO strategy.

Conversions (Leads)

To get truly useful data, you want to know not just your traffic numbers, but how many conversions you’re getting.

In other words, how many of those visitors are you converting to subscribers? Or, if you have online product sales, to customers? In our case, we measure conversions in terms of subscribers.

Our leads have been fairly proportionate to our traffic. June was an exception since we ran a webinar which created more leads than usual. However, in February we actually generated far more leads than any month to date.

We attribute the recent rapid rise in leads to the following:

  • strategic changes in how we’ve promoted our lead magnets on our blog,
  • increased email promotion of our lead magnets, and
  • increased traffic.

Here are how our leads stacked up:

Contacts-through-Feb-2015

When assessing leads, the source of our leads is something that we pay close attention to. As you might guess, organic leads are desirable because these folks are actually LOOKING for what we wrote about.

Sources-through-Feb-2015-organic

Our organic leads actually convert at lower rates than leads from most other sources. However, most of our customers who aren’t referrals tend to come from people who originally found us from organic search. This makes sense – when you search for something online, you often assume that the top results are from authorities in their space.

Summary and Insights

Here are the highlights from February:

  • We had roughly the same number of visitors as in January – over 11,000!
  • Our visitors are coming from a balanced portfolio of traffic sources, and are converting from a balanced mix of sources as well.
  • 45% of our traffic came from organic sources.
  • More content = more traffic = more leads = more revenue.

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