Measuring the marketing impact of your business blog steps way outside the tracking of traffic trends, server logs, or even link tracking from your blog. A true analysis of the impact of your business blog requires an ongoing trend analysis that examines “conversations” in and around the blogosphere. This is the real research that will yield relevant information that can be used to not only measure the marketing impact of your business blog — but more importantly to guide the development of your marketing strategy.

With some very simple research you can discover:

• The wants, needs, and desires of your target market
• What type of language consumers are using related to your product, service, or industry
• Shifts beginning to take place in the marketplace
• Actions or miss-actions your competitors are taking

What you find with this research can direct your marketing strategies and creative approach. It may also reveal other terms and niche areas you should be monitoring and researching. With all the relevant info you find you’re likely to feel like a kid in a candy store.

How you can get started

Here are some simple ways you can get started measuring the true impact of your business blog and your company in general. With these as a starting point you’ll unearth a treasure trove of highly relevant info that can dramatically impact your business marketing strategy.

1. Set up tracking for your name, company name, and your primary product or service on the following services:

- Google News Alerts
- Technorati
- PubSub

With these research resources you’ll be able to discover opportunities and dangerous trends. You’ll be able to pounce on opportunities ahead of your competitors. And you’ll be able to react to negative issues brewing in the blogosphere and on the internet in general before they become full-blown problems. When it’s a major negative that’s brewing, be sure to bring in a PR professional to respond quickly and decisively to engage bloggers.

2. Analyze comments, links, and trackbacks to determine the importance of perceptions being espoused by your target market.

You can use a free tool such as Intelliseek’s BlogPulse to pick up general trends. Or you can bring in the big guns for a more advanced/custom approach employing a firm such as BuzzMetrics.

This type of analysis will help you determine who the influencers are and what level of impact they’re having.

3. Analyze broader categories and expand your searches using product information.

Consumers in the 21st Century Marketplace will often discuss products and services in general terms, without using brand names or your specific product/service title. Be aware that by using too narrow a tracking criteria you may not get the full picture.

Monitor the internet and blogosphere thinking in broader terms so you can discover macro trends. You’re also more likely to get a better understanding of the issues influencing buyers and what they’re triggers are.

For instance a health supplement expert may want to use search terms such as “high energy” or “low carb” instead of just words or names that closely relate to their product line.

Learn to use these tools before your competitors do

This type of analysis is important whether you have a business blog or not. The bottom line is that this type of research and analysis is vital for you to track how your business and brand are being discussed. And most importantly, you’ll better understand your ideal client’s perspective.

John-Paul Micek
The Click-and-Mortar Business Coach
Business Owners Coaching Club
http:/www.AdvancedBusinessBlogging.com

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