And while it is awesome to still get traffic to a blog post I wrote so long ago, I also know, I made a mistake: I wrote for the wrong buyer persona.
This is a crucial mistake because creating content for the wrong buyer persona is just wasting your time and resources by not addressing your target persona's problems and questions but instead writing for people that are irrelevant business.
So how do I know I wrote for the wrong buyer persona? I check my HubSpot Analytics, Google Analytics and Google Webmaster Tools for these five tell-tale signs:
Low Or No Conversion
The number one reason for any content or inbound marketer to produce a large quantity of quality blog posts every day is to entice the interested visitor to download an offer and self-identify him/herself as a lead.
However, if your content gets a lot of traffic but very few or no conversions, you need to ask yourself if your call to action is appropriate or if your content does not address the interests of your target persona. If the answer is yes to the latter, switch the call to action and check back in a week.
High Bounce Rate
According to Google, the bounce rate is the percentage of single-page sessions (i.e. sessions in which the person left your site from the entrance page without interacting with the page). So, someone comes to your site and leaves right away without navigating to another page.
There is one caveat with that bounce rate, however. If you answer your buyer persona's question right away and they have no need to browse any further (e.g., they looked up your phone number and now call you), this can be a good sign. So use your common sense to determine which is a bounce rate issue that needs fixing and which does not.
High Impressions, Decent Clickthrough Rate
It is this type of result that made me write this article. I have had several blog posts that get a lot of impressions, consistently over time, have a decent click through rate, but have not resulted in any leads - despite appropriate call to actions.
When I look back at these posts, I realize what my problem was. They are definitely not for my buyer persona, but rather for peers or someone who wouldn't hire an outside agency, i.e too small or too big and has their own huge marketing department.
These blog posts tend to be very technical or how-to articles. Now that doesn't mean you shouldn't write them, they are still important to write, but they shouldn't be your focus.
Ranking High For Irrelevant Keywords
Sometimes you can get some keyword information from Google Analytics other than that your keyword is "not provided". But those keywords are strange, obscure phrases that have nothing to do with what you would like to rank for, like "How Does New Jersey Look Like". And the number of monthly searches for these long-tail keywords are extremely low.
These impressions could be from obscure lines or misconstrued lines from your blog post. For results like this, I would look at the posts and see if they could be refined. It could be something as simple as not having the right keywords in there.
Tons Of Impressions, Zero Click Throughs
This is probably the worst one. If, for example, your highest ranking keywords are actually relevant to your business, even tell what your business does. But no one clicks. This really makes you think what are you doing wrong.
This one can be a little harder to answer, but from looking at some of my customers and my own stats, I know a lot of it comes down to education. We, for example, receive a lot of impressions about "SEO" or "Organic SEO" but not much click through. And I can understand why, because when they come to my site, I don't really mention SEO. I talk about marketing, Inbound, blogging etc.
Even though this might be what that searcher wants or needs, they weren't searching for it.
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