Part V. Measuring Success
In this part ...
This part introduces using your blog as a lead generation tool. Doing so requires you to imagine your blog as a sales funnel that directs your visitors to calls-to-action and converts sales on landing pages.
Chapter 12 discusses the sales funnel and how you can optimize conversions from search engine results pages. Differentiating where your traffic comes from is important because it impacts your strategy for attracting, retaining, and converting visitors from each group.
Chapter 13 takes you through calls-to-action â what they are and how they work. You find out how to capture your visitors' attention and measure the effectiveness of your calls-to-action campaign.
Chapter 14 discusses the calls-to-action strategy of collecting visitor information and completing conversions on landing pages.
Chapter 15 is about measuring success of calls-to-action campaigns with analytics. Proving success of a campaign is important to showing the overall value of your corporate blogging strategy.
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