I talk and write a lot about blogging as a way to grow your business. You don't have to be selling something complex or high tech to benefit from a blog that reaches your customers. My husband has a handyman business and he consistently hears from his clients that they were impressed by the content of his blog.
So when I ran across this Hubspot case study on a pool and spa company that achieved significant growth by adding a blog to their marketing plan I was excited to see the metrics they had put in place to capture that growth and quantify it. If you are struggling to convince your management team of the potential that can be reached by adding a blog to your website use this as an example of the approach you need to take.
Example of metrics studied are below:
One of the biggest take aways I got from reading this case study was that they were able to identify more keyword phrases their referrals came from. They were surprised at how many of those referral phrases were 3 and 4 word strings.