But for most business blogs, this is just a vanity metric — it strokes your ego to get comments.
Kind of like number of tweets and Facebook Likes.
Actually, traffic is mostly a vanity metric too.
When you should be worried and when you shouldn’t
Don’t worry about increasing blog comments if the goal of your business blog is:
- Increasing brand awareness
- Getting more leads
- Closing leads
- Retaining existing customers
Do worry about increasing blog comments if the goal of your business blog is:
- Creating a community
- Increasing engagement with your customers
- Humanizing your company
Let’s get more specific. If, for example, the goal of your business blog is to…
- increase phone inquiries to your attorney practice
- increase emailed requests for a quote to your graphic design practice
- sell more copies of your book
… then don’t measure the number of blog comments you are getting. Instead, measure phone inquiries from the blog , emailed requests for a quote or number of books sold from the blog.
After all, blog comments aren’t sales. Tweets aren’t sales. Traffic isn’t sales.
Sales are sales.
Your turn — are blog comments an indication of how well your business blog is performing?
Please, please! Leave me a comment to let me know.
My self-esteem depends upon it.