How to measure the ROI of your Content Marketing campaigns?

[shammis606]

Before starting an online advertising campaign, companies demand the information they consider necessary about where the money will be spent and future profits. In this sense, companies tend to be very rigorous when adopting a Content Marketing strategy .

This cautious attitude allows investors to reduce the risk of vk database loss in a difficult environment (such as the Internet) and to measure the success of the measures taken. However, based on a series of actions, we can calculate the economic performance of an online advertising campaign.

What is ROI?
Return on investment in online advertising, ROI (Return On Investment) . Through it, it is possible to measure the monetary success of an advertising campaign on the return generated in sales. The process reflects the real effect of a Content Marketing strategy , using as indicators: sales, registrations, visits to the site, and potential customers. The ROI is used to economically quantify an action based on the objectives set at the beginning of a campaign. Through positive and negative percentages, the return on investment is a tool to obtain the necessary information when optimizing an online advertising campaign.

There are several factors to consider in order to figure out how to measure ROI on your Content Marketing campaigns . Return on investment is calculated as sales divided by costs, where the formula indicates:

ROI = [(Profit – Total Investment) / Total Investment] * 100

That is, if in an online advertising campaign we make an investment of $250 and generate revenues of $500, we obtained profits of 100% of the ROI :


ROI = [(500 – 250) / 250] = 100%

Unfortunately, the task is not as simple as the numbers show. To obtain positive ROI percentages, it is necessary to resort to the objectives set by companies within a Content Marketing campaign , such as:

Identify users in your database who are ready to make a purchase
Increase visibility
Mentions
Conversion rate
Increase site visits
Subscriptions

Based on the data obtained in the first instance, we will carry out different actions compatible with the service or product that each company offers: with the intention of improving communication with the client, traditionally social networks are usually optimized to achieve better channel performance. Others work with Content Marketing strategies to outperform the competition through web positioning (SEO). And in parallel with the rise of Inbound Marketing , a method that consists of attracting clients instead of interrupting them with invasive advertising, automation techniques are trending (using computer software to execute certain specific tasks).

Measuring ROI on social media
To calculate the return on investment in Social Media campaigns, we will need the help of KPIs (Key Performance Indicators ) . These indicators are used when trying to interpret data on social networks. In the same way as when calculating the ROI , the choice of KPIs will vary depending on the objective set within a Content Marketing campaign . The 40 de Fiebre blog recommends a series of KPIs that allow us to calculate the return on investment from social networks:

Virality
Impressions
CTR (number of clicks / number of impressions per 100)
Scope
PPC (Price Per Click)
Interactions
Engagement
Landing page traffic
Calculating the return on investment in online advertising is the most important indicator for advertisers on the web. For this reason, it is always recommended to keep an updated measurement of all the elements of your Content Marketing campaign .

How to analyze ROI results ? Correctly understanding the results is a necessary action to configure the ads to serve the brand. For each case, there are various ROI analysis tools :

Google AdWords
Google Analytics
Facebook Insights
Twitter Analytics