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You and your marketing team spend hours, perhaps even days, coming up with an online content marketing campaign with the hopes of not only reaching out your target audience but also in getting them to purchase the product or service you’re promoting. You also agree on a budget and decide which platforms and what resources you’re going to use.
The question is, can you actually the ROI (return on investment) of your campaign? Well, the short answer is ‘yes.’ Here’s how it works:
First Step
Before you even start tracking, you have to first set forth your general and specific objectives. Do you want to make sure that more people know about your brand? Do you want to get into conversations with your target market? Do you want to introduce a new product? Your objectives are a major factor in determining how you’re going to track your marketing ROI.
Key Areas
There are three key areas when highlighting and segmenting the value of your content marketing. These are awareness, consideration, and conversion. These areas answers the question ‘Who are aware of your brand?’ ‘Whom are you engaged with?’ and ‘Who are buying from you?’
To measure the success of the awareness aspect, you have to determine things like your ranking in SERP (search engine results pages), the number of first-time visitors, and social metrics like followers or likes, among others.
As for the consideration aspect, you can gauge your success in it by finding out if you gain increased total page views, longer visit duration (or low bounce rate), as well as positive social metrics.
When it comes to measuring conversion, it can easily be done by determining if there’s an increase in sales or leads, knowing which content sources or platforms actually contribute to the conversion funnel, and measuring subscriber vs. non-subscriber behaviour.
Analytics
This has become one of the most popular terms when it comes to keeping track of marketing ROI. The most popular analytics tools, of course, is Google Analytics. If you want to track your marketing ROI on an individual source or down to specific keywords, you can make use of a call tracking software. Here’s how the latter works: if a customer calls your business by clicking a number on your website or clicks an ad or is sent from a link on various social media platforms, the software tracks the origin of the inquiry and records the data.
Tracking your marketing ROI is crucial in terms of making sure that your marketing campaign really works.
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