ROI (Return on investment) is critical to everything you do in business.
And that’s because everything is so goddamn random on the internet.
For instance: customers may show up from nowhere to buy your product a month later – or click away right before hitting checkout.
No matter how random things are, you can always measure your traffic and on-site conversions.
And if these 2 metrics are increasing, then congrats, your investment is paying off.
Unfortunately, many businesses aren’t measuring their traffic – or doing it wrong.
Which eventually makes them replace content marketing with outbound tactics.
This is a big mistake that opens doors for other content marketers to steal your potential customers.
Well… those content marketers would be providing value and cultivating a relationship with your potential customers.
So if the customers had to buy from one of you, they’d definitely go for them.
That said, the question springs up:
Are you witnessing substantial results from a minimal investment? (Or being slapped by absolute peanuts?)
Asking that because you should know content marketing is famous for having extreme ROI potential. And this ROI can be shot up by optimizing your investment. And you should squeeze the most out from every dollar as it reaps you more leads, sales, and better customer retention. All these benefits make 94% of businesses use content marketing.
However, not any run-of-the-mill content performs superbly. You have to pay attention to all your marketing initiatives and workflow planning, then build a process around it.
Follow this process effectively, hold on for long enough, and your profits will rise enough to surpass other marketing and advertising strategies.
Now: why is content marketing ROI exceptionally high?
As we know, content marketing means growing your traffic, leads and sales swearing solely by content. Here are the reasons why content marketing ROI is so very high:
- Small expense: Creating content doesn’t take much time or money. Unlike traditional ad campaigns, content marketing doesn’t require you paying decently for a placement. Rather, investing a few hours creating content can yield you immediate returns.
- Long-term investment: Unlike ad campaigns, your content doesn’t stop performing when you stop fuelling.
- The benefits stack up: Content marketing catches the snowball effect. The more you spend after content, the bigger your audience grows. The more your audience grows, the bigger impact your content has.
Now that we know content marketing comes with a ton of benefits, let’s go over how we can measure our content marketing ROI.
How To Measure Your Content Marketing ROI
Measuring your content marketing ROI requires you to keep your tabs on the following metrics:
No traffic means no revenue.
You can use the Google Analytics to observe your traffic count and growth over time. Aside from traffic numbers, it’s a really smart move to monitor which traffic sources offer you the most conversions.
And if you’re putting in sheer hard work, and still not seeing substantial traffic, understand that something needs to be fixed.
(2) Lead quality
Let’s say you’re offering a gigantic in-depth post followed by a lead magnet or content upgrade. You can tell you’re netting quality leads and potential buyers if:
- People read through your post and grab the lead magnet, entailing that they trust and are interested to do business with you.
- People check out resources associated with your marketing or sales funnel.
- People hit your sales team up with pre-sales questions
That said, you can tell your leads are poor quality if you have a high bounce rate and little conversion, despite having a ton of traffic.
Once you’ve garnered quality leads, keep them engaged with quality content and you should start seeing conversions.
And since leads and sales signify your income, they make measuring your ROI a lot easier.
(4) On-page engagement
Crank out content that’ll glue the readers to the screen, and you’ll see your leads and sales shooting up. However, you know something is wrong if your cornerstone content is receiving a high bounce rate.
As you can see, engagement tells you a lot about content marketing success.
11 Tactics On Skyrocketing Your Content Marketing ROI
(1) Focus on evergreen content:
Just as an evergreen tree, evergreen content means pieces that don’t fade with time. Such content contributes highly to your ROI. The benefits of evergreen content include:
- Keeps netting you natural backlinks
- Helps you create inbound links
- Is search engine friendly
- Enhances social shares
- Keeps drawing traffic
(2) Optimize your content for multiple purposes
Content marketing can be used for many purposes. For example:
- Attracting traffic, authority, and awareness
- Building and growing relationships
- Increasing conversions
And more. And it’s a really smart move to optimize your content for rocking in all the purposes. Let your content dominate Google, rock social media, haul leads and conversions and nurture you sweet sweet relationships.
(3) Diversify your content
In this fast changing internet marketing landscape, relying solely on 1 or 2 marketing channels puts your business at serious risk. So it’s crucial that you diversify your audience, consequently, shoot up your ROI. Aside from reaching a wider audience, diversification also gives you the following benefits:
- Helps you reach goals faster
- Helps you stay on top of your industry
- Offers stronger customer engagement
- Helps you achieve more than you aim for
- Helps your business withstand the test of time
- Eliminates cost variations across marketing channels
Put things into a broader spectrum and you’ll see these benefits translating into skyrocketed ROI.
(4) Allow guest posts
Lowering your costs means netting more profits and allowing guest posts can help you do just that.
And if you prefer creating your own content, guest posts give you some off time to focus on other aspects of the business.
Plus, having guest posts adds variations to your blog content.
That said, you need strong quality control before publishing others’ work.
(5) Promote your content on free platforms
Want more eyeballs on your content? Promote.
No, I’m not talking about paid ad campaigns. That’d leave you a less-weighing pocket.
Instead, distribute your content on free platforms. Medium, Facebook, Instagram, LinkedIn are a few examples.
Asides from such platforms, you might also like getting your feet wet in email marketing and social bookmarking.
(6) Embrace quality, then quantity
This one is obvious and you certainly have heard it before.
But think about it.
When do people feel like consuming more content?
The answer: When they see quality stuff.
Anybody can pump out a galore of mediocre content people couldn’t care less about.
Such mediocre content can harm your budget on the contrary as they’ll offer mediocre results.
(7) Create success-assured content
Instead of cranking out mediocre content, why not focus on ideas that’ll certainly reap great results? If those topics worked for them, it can click for you as well.
I call this the ‘don’t-reinvent-the-wheel’ tactic.
And you can use Buzzsumo to help you with this.
First, write down a number of big-name sites in your niche. Pump them through Buzzsumo and note down which topics got them the most shares.
Then create content around the same topic. Only this time, you’re going to create a bettered version of it. How you ask? Well
- Go more in-depth
- Brush up the readability
- Throw in more visuals
… you get the drift.
(8) Embrace News-jacking
Yes, it means just what it sounds like.
You can receive an avalanche of traffic by covering trending topics. In fact, you should aim to be one of the first to offer the information.
This sort of posts gets found and shared on social media like crazy. People also search away on various search engines.
Google Trends would be a great starting point for you.
(9) Make email marketing your religion
Email marketing has strong benefits like being cost-effective and creating staggering brand awareness. Here are some more benefits:
- Email has better CTR, in fact, the average email CTR is 3%, while 0.5% for tweets
- Email marketing gives you 3,800% ROI per dollar
Here are a few quickies on how to rock email marketing:
- Personalize your email
- Make emails mobile friendly
- Pick a clean and unique email design
- Create shorter subject lines for more open rates
- Include useful and relevant links alongside call-to-actions
- Send the email within 8 pm to midnight for superior response
- Use ‘Hey’ sort of word in your subject line for better open rates
(10) Increase your prices
If you’re charging hourly, push the rates higher.
Although this is a no-brainer, lots of people often overlook this.
The fact is, lots of people set price while launching their business. And in order to stand out, they charge far less.
Over time, it’s normal for businesses to scale their prices and you should do the same.
However, increasing the price may backfire, resulting in a dropped number of customers.
Make sure to test things out for a few days before coming to a decision.
(11) Throw in lots of call-to-action
Michael Aagaard of Unbounce refers to CTA as the “tipping point between bounce and conversion.”
All of your website power stacks up in the CTA point and the action is what every business wants. And creating an effective one is a work of art and beauty.
You can start creating CTAs, test them out and see which increases your conversions. But here are some quickies on what you should focus on:
- Create recognizable, well-defined and catchy CTA buttons
- Give risk-reversing guarantees, 7 day trial for example
- Be clear on what you ask for
- Pack the copy with the active verb(s)
- Highlight the greatest value provided
- Offer bonuses. Support and eBooks for example.
As assumed, you can’t possibly pull off every one of the given tips at once. Do this:
Jot down 3 tips that you think will be able to pull off and would reward you the best. Then get executing.
Another option is to start with whichever you find the easiest.
After all, all these is geared towards more leads and sales.
But biting more than you can chew ain’t going to work, is it?