MarketingSherpa’s study on How to Get Bloggers to Evangelize Your Product had some surprises in it. Before the blogging campaign because there was search engine traffic but it did not convert well - and there was some blog traffic but it was much smaller than the amount of search traffic - yet it converted much better.
"After a year of focus on schmoozing the blogging community, 8.2% of Trade Ideas’ referred traffic comes from search engines and nearly 90% comes from bloggers. This doesn’t represent a drop in total search-generated traffic, but rather an addition from the blog community. ….Example, on a typical day this June, 18% of total referring sites were search engines and 71% were bloggers.
"…..a handful of bloggers drive the lions share of the traffic. In fact 65% of total referred traffic (representing thousands of prospects each day) comes from just five blogs. "
You can read about the details of how to run a viral campaign using blogs in the Marketingshirpa case study. A lot of building traffic from blogs to your site is relationship building.
