How To Track The ROI Of Your Content Marketing Campaigns.
In the next few lines, we will talk about how and why ROI measurement should be an integral part of your B2B marketing campaign.
We will also see the most important measurement factors and how to measure the ROI of your “content marketing”.
Because measuring ROI is good and right
ROI is the acronym for “Return on Investment”.
Basically, a good understanding is needed for the total amount of capital that should be invested in advertising campaigns. Also, we should set income goals.
With “all there is to the company”, it’s easy to see why you often find yourself too busy, sacrificing the crucial element of measuring ROI.
Nevertheless, monitoring and measuring the ROI of content marketing justifies the time and resources you are making available for the creation of content.
Such as news on the site, management of the company blog, management of social pages on Facebook and Instagram, perhaps even the realization of videos for a YouTube channel, and so on.
Calculation of ROI
ROI is by definition a performance indicator used to measure the profitability of the capital invested by the company in a marketing or communication activity. Given the number of possible variables, it cannot be the same for everyone.
Campaigns can have different objectives, such as acquiring new customers, increasing turnover, or generating brand affection and recognition.
The formula for calculating the ROI is this:
ROI = Derivative Profit / Invested capital
If you correctly measure the effectiveness of the Content Marketing activities are making you “earn” (and we also and above all speak in terms of visibility and diffusion of your Brand), you will know what it is right to carry on and therefore keep within your strategies marketing, what you could improve and even what you could give up.
Let’s take an example. You are committing some resources to keep the company blog active on your site. You’re happy: a new article every week! However, by measuring your blog results in terms of visitors, readers, shares, etc., you may find that hardly anyone is following your content.
This does not necessarily mean that they are not valid content. It could be that you are not communicating or promoting them in the right way. Or their message is not interesting to your target audience.
Before starting a Web / Social Marketing project ask yourself:
- What budget do I have?
- How much do the vehicles and the people who work there cost me?
- What do I expect to achieve?
- Think of a concrete goal.
- Establish a time frame within which to close the project and take stock.
Establish intermediate times in which to measure what is happening.
By tracking the ROI, you will be able to get a clear idea of how much you have spent on content marketing. Also, you get a clear picture on how many new customers have been generated as a result.
There are various aspects to analyze from tracking ROI data, such as which channels bring you new potential customers and whether you are investing enough in a particular marketing strategy.
Calculating the return on investment of your marketing activities can be complex, but it is the only way to know if what you are doing is useful for your business or not.
To learn more, do not hesitate to contact our marketing agency.