In the past, FinTechApp has successfully built partnerships with various blogs where they posted educational content, a technique known as “guest blogging.” Now they need to invest more resources into this tactic to attract 720 new visitors per month.
Guest posting for reputable sites and blogs helps build your brand. In theory. But how effective is it in reality? Guest blogging has a number of business benefits:
new audience;
building trust;
referral traffic;
quality backlinks ( backlinks useful for SEO).
Let's focus on guest blogging as a referral traffic channel. Tim Soulo of BloggerJet analyzed 273 guest posts and kindly shared the results of his research.
Tim's analysis shows that the average guest post brings in 56 referral malaysia phone number data visits. That doesn't sound too encouraging, but there's an interesting twist. Of the 239 guest articles reviewed, 35% generated fewer than 10 visits, and only 15% generated more than 100 referrals. Sounds like Pareto's Law .
But how many articles would FinTechApp need to increase traffic by 720 visits through guest posting? If the company cares about posting good content on quality platforms, it could create two to three articles per month — because the quality of the content should be on par with the best content typically published on a particular guest blog.
However, to achieve the required traffic volume, the company will have to publish 15 guest posts per month.
Fashion company MyStyleApp's traffic is divided as follows:
40% - organic;
40% - direct and social media;
20% - paid campaigns.
A 12% increase in traffic implies 12,000 new visits per month, or:
4800 visits from organic traffic;
4800 transitions from social media;
2400 visits from paid campaigns.
The challenge for a fashion brand is more complex — but only on the surface. Instead of focusing on a few keywords to drive organic traffic, a company can target long-tail, low-volume keywords by publishing more relevant content. Since these pieces are also promoted on social media, marketers can kill two birds with one stone.
So, how many new articles per month will attract an additional 9,600 clicks from organic channels and social media? On average, 1-2 social shares attract 10 clicks. To get 4,800 visits from social media, you need 500-1,000 additional shares.
Ty Magnin, CMO of Appcues, shared his experience on this matter. He analyzed three articles from the company blog, with the following metrics:
"These articles certainly drove more traffic than the average blog post — but only one of them made the top 3 for performance. Social media is supposed to drive traffic — but just because people share a post doesn't mean they click on the link.
For example, the article with the most shares (861) got them from the #growthhacking hashtag, which was popular on Twitter at the time — as you can see from the number of clicks. The other two posts brought in much more traffic with fewer shares. Incidentally, they were actively shared on LinkedIn. Apparently, for this industry, this is the best sign of genuine interest — and therefore high traffic.
So, social media can be a great channel, but likes and shares don't always correlate with clicks."
Tu Magnin, Chief Marketing Officer at Appcues.
A little analysis and a study of corporate forums showed that some B2B and SaaS brands seem to have learned to extract good traffic from Twitter using a clearly defined promotion strategy. There were also results similar to those described above.
Quora users have noted that page views rise and fall depending on the audience that shares the articles.