How do you measure the ROI of your Marketing initiatives?

    Our clients typically look at a variety of metrics that great content can drive. These metrics fall into short and long-term categories. Sometimes a client will know from past campaigns or other marketing initiatives how ‘valuable’ certain results (such as links) may be, sometimes this is something we help them evaluate over time. We even have a simple ROI tool we often use to help clients roughly estimate the unique value specific campaigns provide. Some of the specific numbers we tend to report on include:

    Short Term:
    •     Overall traffic generated & reach of the campaign
    •     Total number of links and syndications achieved by the content
    •     High profile placements (what major websites featured the content)
    •     Social media penetration (total share numbers on-site and across syndication channels)
    •     Immediate conversion events
    Long Term:
    •     SEO impact for campaign related keywords as well as across the board
    •     Growth in branded keyword volume from organic search
    •     Volume of traditional PR opportunities that often arise from highly viral content

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