I get tired of recommending something that makes good sense and people just won’t do it. I’m also guilty of not following the same advice I give clients. So this year I decided to quit all that nonsense. We created the 365 Project, where we’ve committed to writing a blog post every day in 2014.
Our results after just one month of regular blogging speak volumes. Take a look at this:
This is a screen shot of our Google Analytics that compares our website traffic from January 2013 to January 2014. Our site received 250 visits in January 2013. We wrote no blog posts that month. The site received 2,899 visits in January 2014 as a result of us publishing 31 posts.
Visitors don’t necessarily mean you’re getting more business. But it does mean you’re doing something that’s attracting attention. And when you see more than one third of your traffic comes from repeat visitors, I count that as a clear sign you’re giving people something they need or want. In our case, we’re sharing ways in which small business owners can handle their own public relations efforts.
Another way we’ve measured the 365 Project’s success is in the completion rate of our contact form. That rate increased 400 percent in January 2014 and resulted in one new client.
Blogging regularly doesn’t create a field of dreams. By that, I’m saying if you write it, that doesn’t necessarily mean visitors will come. Each morning, we push our latest blog posts out through our social media channels. We share links on Facebook, LinkedIn, Google+, Twitter, and Pinterest (when appropriate). That has been instrumental in driving traffic to our site.
What do we stand to accomplish with this mammoth task of blogging every single day? We aim to prove three points:
- This is an excellent way to show others you’re a subject matter expert. The proof is in the content.
- Routine blogging drives traffic.
- Increased traffic eventually leads to increased business.
Most businesses wish they had more customers. My eloquent father has a saying that comes to mind: “You can wish in one hand and crap in the other, and see which one fills up faster.”
Why not quit wishing and take action?
We knew the 365 Project would be tough. But we sensed it would pay off. Is writing a blog post a day sustainable for us? We hope so; at least for this year. Is it doable if you’re a one-person show? We doubt it. But let’s say you didn’t post every day. Maybe you posted once a week, or three times a month. What if your traffic didn’t increase by more than 1,000 percent like it has for us? Would you be OK with a 500 percent increase? A 200 percent increase? If you do more now than you’ve done in the past, you’re bound to see favorable results.
Perhaps you realize the value of content marketing in leading the conversations related to your line of work via your blog, but you simply don’t have time to write those blog posts. Or you know you’re a terrible writer. Hire a professional writer (that’s us). Well-written, interesting content will keep people coming back to your website. We’re proving that daily.
Stick with us, because we’ll continue to post occasional updates on what this blogging project is doing for our business. We hope to be the example that spurs you to take action on your own site.