Should You Worry If You Aren’t Getting Blog Comments?

Maybe.

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.  ;)

Comments

  1. Hmmm, you must be interested in creating a community. I’m guessing that because you said “Please, please!”

    I should probably be worried, I’m not getting many comments and what I really want to do is build a community of fine chocolate lovers.

    I’ve been thinking about it lately and even before I read your post I realized that the posts I am producing are not the best that I can do toward creating community. I’ll try to do better in the future.

    I do enjoy your posts, keep up the great work.

  2. Great topic! I have been wondering about this. The goal of my blog is to showcase some of my knowledge in areas of interest within my counseling practice. I understand that the number of comments I get could be far fewer than number of visits and reads….but it would be nice to get more comments on what I wrote, yes! I have tried ending each blog post with a question. So far, it’s not working. What’s up?
    Andrea B. recently posted..Can We Silence ‘Cancer Genes’ with Food?My Profile

    • Hi Andrea,
      I have a question and a suggestion. First, I suggest that you add a plug-in called “Subscribe To Comments” which allows people to tick a checkbox if they want to receive emails when people add additional comments.

      Second, do you have any Analytics that could tell you the approximate average number of people that visit a post? Something like Google Analytics?

  3. It’s one of my worries for my future blog: To Allow (comments)? or Not To Allow?
    This post is going to be a big help when I get online, as I will use your questions about what my blog goal is to help me make a decision. Thanks so much for that, it’s a lot better than various bloggers just saying “I do” or “I don’t ”
    But one other consideration –am I getting “Quality” comments? (i.e. if they like or don’t, do they tell me why?) Do folks leave constructive criticism? Answers to those questions would influence my decision to continue allowing comments or not.
    I have stored this post in my Important folder as I’m going to need it!

    • People do leave criticism and praise but, in the beginning, very few people will say anything. They will mostly come in and out of your articles silently. If you are trying to build a community — don’t be discouraged if you aren’t getting comments. It takes considerable effort for a person to leave a thoughtful comment.

      And — I’m very grateful you took the time to leave YOUR thoughtful comment. Thanks Val!

  4. What you’ve outlined makes sense, it’s helpful to know that there is a distinction between services offered and the number of comments received. At my agency, our content is created to generate thought leadership and traffic, two things that are not measured necessarily by comments. If I get one comment per post or 1 retweet per day I am a happy evangelist, because I assume those are quality interactions over quantity.
    Meagan Dahl recently posted..3 Tips For Building Your Brand With PinterestMy Profile

    • @Meagan — This is a GREAT example — thanks so much for sharing it.

      What I have noticed lately is that when you write posts that are definitive, they don’t get many comments.

      For example, a post that shows people exactly how to do something. Or, a post that does a very good job of proving an exact point.

      These posts really don’t invite comments. There is little to say except “Great post” or “Thanks for this great post.” The post is definitive.

      But when you write something that is incomplete — and you point out that it is incomplete — you will invite input from others. For a good example of this — take a look at this post from Sonia Simone.

      Another way to get comments is to be controversial, like with this post from Mark Schaefer of BusinessesGrow.com

      But neither of these might be attractive tactics for an agency to employ with a blog. It may not be a good idea to broadcast “Hey, here’s an idea, I don’t have all the answers so what do you think?” with an agency blog. And, it may not make sense to be controversial for obvious reasons.

      The big question is “Does the agency blog generate sales, leads, referrals, partnerships, speaking opportunities, links, traditional press opportunities, etc”

      Thanks so much for adding this Meagan! Awesome example!

  5. The vast majority of my blog posts have never received a single comment, but I’ve got a couple that just seem to have hit a spot. One was about a product that I didn’t really offer–I’m adding it to my line up this year since I’ve had so much attention.
    Jan Roberg recently posted..Seven Things You Need to Know About Claiming the Foreign Earned Income Exclusion on Your US Tax ReturnMy Profile

    • Jan — your blog is another prime example. I wouldn’t expect you to get many comments. I would, however, expect that your blog is:

      – Sending qualified traffic through SEO (which leads to sales, leads and referrals)
      – Increasing your connections both on and off-line (which leads to sales, leads and referrals)
      – assisting in getting you speaking engagements (which leads to sales, leads and referrals)
      – assisting in getting you traditional media exposure (which leads to sales, leads and referrals)
      – assisting in generating sales, leads and referrals for your tax planning business (which… err.. umm… is sales, leads and referrals) :D

      I would not expect the content you are creating to be going viral on Twitter or generating a ton of comments. But, it should be driving business.

  6. Russ:

    Having tried to build a “blog community” twice now in the past few years, I just don’t care anymore. I admit my posts aren’t earth shattering but even when I have made attempts at writing “good stuff,” it seems to fall on deaf ears. I’m at peace with it though. My primary goal is to get small business owners to contact me, which they do so, so comments aren’t that big of a deal. I will say, however, that not getting comments does tend to discourage one to NOT write a lot or put a lot of effort into it.

    Travis Van Slooten
    Travis Van Slooten recently posted..The Easy Way to Create Email ContentMy Profile

    • Your last statement is so true Travis! Blog comments are powerful validation that what you are writing is making an impact.

      You own an SEO agency. When you started the blog for TVS Internet Marketing you answered this question in your head:

      “Should I aim the content of this blog at my peers (other Internet marketers a la SEO Moz) or aim it at my prospective customers (a la Hubspot)”

      You chose the latter. Here are your last six posts.

      • The Easy Way to Create Email Content
      • Will Google Places (the Brand) Ever Die?
      • Why It’s a Bad Idea to Ignore Email Marketing
      • 3 Ways to Simplify Your Social Media Marketing
      • 6 Guest Blogging Tips for Your Business

      There’s nothing wrong with choosing to aim at prospective customers but understand that they don’t have a ton to add to your post beyond “That was really helpful. Thank you!”

      Most of the comments you will see from prospects will be clarifying questions and folks asking you to apply what you have talked about to their situation.

      Bottom line for this blog is whether it is driving more sales, leads and referrals for you. Is it?

  7. Great discussion on this topic :-)
    I love comments because of the interaction and the opportunity to engage into dialogue with readers. I love how the comments add an extra dimension to the post and throw new ideas and opinions into the mix. Comments are also a great way to build a relationship. Blogger with community and community with the blogger.
    And for sure they make you feel better! It’s fab when a post really takes off and gets everyone talking…
    Georgina El Morshdy recently posted..10 Tips To Create Content Your Twitter Followers Will LoveMy Profile

    • No question Georgina — it adds a lot of depth to the discussion. I think it’s an important metric for you to be monitoring on The Hub because you are building a community there. But maybe less important on your Gem Writing website.

  8. I kinda get too many comments, and have found a solution by posting more. It takes a long time to respond to so many people, so I’m channeling my energy to more posts instead. A win-win!
    Financial Samurai recently posted..How To Save Your Job And Not Get FiredMy Profile

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