Does blogging make a return on investment? [BT broadband office]

Does blogging make a return on investment?

Posted 11 September 2006 at 2:00PM by David Morgan in Business blogging

This morning I came across an article by Chris Garrett on Performancing.com listing 10 reasons why blogging works for PR and marketing. It's an interesting article in itself and some of the comments are useful.

But towards the end of the article he raises the critical question. Does blogging make a return on investment?

Most marketing activities are measurable to some degree and you invest more in those areas with a higher return.

But Chris couldn't find clear examples of a good return on investment for blogging. There are plenty of anecdotes, some of which are listed in the comments, but little in the way of hard numbers.

The benefits of blogging can be measured in different ways. The tailor Thomas Mahon saw a significant upturn in sales opportunities with his blog English Cut. At the other end of the scale when Robert Scoble blogged for Microsoft he probably couldn't link it to an upturn in sales but he had a big impact on the customers' perception of the company.

These were successful company blogs but how many work and how many don't?

If you have any examples of business blogs and the return they made, good or bad, it would be great to hear from you.

Tags: blogging, marketing, PR, ROI

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Comments

1. At September 11, 2006 5:43 PM, Philip Voice wrote:

Hello

I have run http://www.perigordvacance.com since I moved to france nearly 2 years ago.

My http://www.landscapejuice.com site has been running for 3 months. I collate news, review products and make observations about UK landscaping and horticulture.

I pay particular attention to blogs and websites and I must say that in those three months the revenue coming in has increased by 5.

It is still not enough to make a living but the longer it goes on the more sucessful it is becoming and adding content several times a week is bringing in good search results. Often I find that my site gets more hits than the business that is advertising a particular product because of the way search engines pick up what I write about.

The Google model for cost per click is getting better all of the time and I hope to continue growing the income from the sites.

Regards

Phil Voice

2. At September 12, 2006 2:13 PM, John Dodds wrote:

A bad blog just like any bad marketing effort is no proof of the ineffectiveness of the tool. Indeed, given the small cost of blogging relative to other marketing activities, it is difficult to imagine that the ROI of a properly executed blog is not extremely high.

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