First-timers Comprise 80 Percent of Business Blog Traffic

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Contrary to the widely held belief that the majority of business-related blog traffic is made up of loyal audiences, a recent study reveals just the opposite. Marketers must develop blog and social media content for first-time visitors in order to be effective, according to the survey conducted by Compendium, an enterprise platform for social media and search.

In data gathered from 266 companies about blogging traffic, visitor trends and Twitter usage, the Corporate Blogging and Social Media Trends Survey found that almost three-quarters of respondents from companies selling directly to consumers reported more than 80 percent of all blog traffic was from first-time visitors. More than half of those companies said 41 percent or more of the traffic came through searches.

“A keyword-optimized blogging and social media content strategy geared towards first-time visitors is a valuable tool for marketers to increase conversions,” said Compendium co-founder and CEO Chris Baggott. “More traffic is being driven to corporate blogs through organic searches and more first-time visitors are landing on blogs.”

Of the business-to-business companies surveyed, 64 percent said that between 61 and 100 percent of visitors were first-timers. The study also revealed that less than half of the companies surveyed (approximately 43 percent) had established a Twitter account. The B-to-B companies had the highest reported Twitter usage with 87 percent maintaining an account.

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2 comments

JamesK 03-12-2010 3:38 PM

That is very critical information to know and understand.  Of course, there are many, many loyal blog followers, regardless of what type of blog you operate.

The key is how to attract the new ones and retain them, so they continue to come back and enjoy your future published content.

MichaelH 03-12-2010 10:11 PM

this is eye opening an makes me pause and ponder.

It does seem to make sense from the cruising habits of people and my own results.  Search, find, decide.  Search first before going back to the original website which helped before is the habit thus the priority is to go Google vs. individual websites.

Thanks.  Much to think about.  

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