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One of the criticisms of business blogs is that they rarely make their owners any money. I guess that depends on how you count it. Some business blogs are making their owners rich. But, of course, not everyone is an AdSense king or Darren Rowse.

There are different reasons and purposes for blogs. You can write a blog that is designed to earn you affiliate income, make you money through selling advertising, draw traffic for your pay-per-click ads, or attract new customers for your service business. And this is a short list. Do you know how to calculate the ROI of your blog?

Again, how you calculate ROI depends on the type of blog you are writing. Let’s consider the service business blog. Its job is to attract new clients, not close sales. If you do it correctly, you simply share your knowledge. People return and read over and over again because they like your insights. After time, you’ve built up enough trust that they will contact you for your expertise. Some are tire kickers. Let’s be honest. But some are legitimately interested in doing business with you. How much did you spend to attract that customer and how much of your services are they going to use? If you handle customer service as well as you close sales, they’ll stay long term. Be sure to count that.

But are you even tracking the traffic that flows through your blog? Is any of it landing on your website? Are any of those visitors making purchases? If so, that needs to be included in your ROI.

The bottom line on your blog is not necessarily how many new customers you gain through the blog, but how it affects the overall brand and perception of your company by potential customers, business partners, and competitors. Can you put a value on that perception? Do you know how that perception affects your ROI? If you were honest, you’d say it’s priceless.