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What are the ways to use viral loops and referrals to measure the ROI of your content marketing efforts?

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Content marketing is a powerful way to attract and retain customers, but how do you know if your efforts are paying off? One way to measure the return on investment (ROI) of your content marketing is to use viral loops and referrals. These are strategies that encourage your audience to share your content with others, creating a cycle of growth and engagement. In this article, we'll explain what viral loops and referrals are, how they work, and how you can use them to track and improve your content marketing ROI.

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L Nik

我为初创B2B企业构建入站营销引擎和增长循环 | 谷歌增长实验室 | 面向开发人员和产品经理的市场营销！
Imtiyaz Shaikh

Top Voice | Digital Marketing | Social Media Marketing | SEO | Content Strategy | Brand Management | Storytelling |…
Brett Snelgrove

Global Head of Content at Copyright Capital | Social & Video Content Strategic Leader

1 Viral loops explained

A viral loop is a process where each user who consumes your content brings in more users, either directly or indirectly. For example, if you create a quiz that asks users to share their results on social media, or a video that encourages users to tag their friends, you are creating a viral loop. The more people see and interact with your content, the more exposure and traffic you get, and the more potential customers you can convert. A viral loop can be measured by the viral coefficient, which is the average number of new users that each existing user generates.

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Imtiyaz Shaikh

Top Voice | Digital Marketing | Social Media Marketing | SEO | Content Strategy | Brand Management | Storytelling | Project Management | Growth Strategy ??
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? A viral loop is a mechanism where each content consumer brings in more users, either directly or indirectly. For instance, if you design a quiz prompting users to share results on social media or a video encouraging tagging friends, you initiate a viral loop.?? Increased content visibility and interactions lead to more exposure, traffic, and potential conversions. The viral loop's effectiveness can be gauged through the viral coefficient, indicating how many new users each existing user generates.????

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Brett Snelgrove

Global Head of Content at Copyright Capital | Social & Video Content Strategic Leader
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Here are some viral loop ideas for social media marketing: ? Contests drive shares. Giveaways get attention. Ask fans to engage, share and tag a friend. ? User-generated content builds your brand. let customers in and ask them to share in your brand building. ? Engagement signals value. Engagement and retention spreads your content further across platforms. Content builds relationships. Community builds memorability and connection. Both are core to brand building.

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2 Referrals explained

A referral is a recommendation or endorsement of your content or product by an existing user to someone else. Unlike a viral loop, a referral usually involves some kind of incentive or reward for the user who makes the referral, such as a discount, a free trial, or a bonus feature. For example, if you offer your users a free month of your service for every friend they invite, you are creating a referral program. A referral can be measured by the referral rate, which is the percentage of users who make at least one referral.

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Imtiyaz Shaikh

Top Voice | Digital Marketing | Social Media Marketing | SEO | Content Strategy | Brand Management | Storytelling | Project Management | Growth Strategy ??
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? A referral is when an existing user recommends your content or product to someone else, often with incentives like discounts, free trials, or bonuses. ? An example is offering a free month for every friend invited. This creates a referral program. ? Referrals are measured by the referral rate, which is the percentage of users who make at least one referral.

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3 How to use viral loops and referrals to measure ROI

Using viral loops and referrals to measure your content marketing ROI can help you understand how your content is performing, how it is affecting your customer acquisition and retention, and how you can optimize it for better results. To do so, you should first define your goals and metrics, such as increasing brand awareness or website traffic. Then, create and test your content to ensure it is relevant and engaging for your target audience. Finally, monitor and optimize your viral loops and referrals by calculating the viral coefficient and referral rate, using tools like Viral Loops or ReferralCandy. With this data and feedback, you can adjust your content and increase your ROI.

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Brett Snelgrove

Global Head of Content at Copyright Capital | Social & Video Content Strategic Leader
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Let's chat 'viral loops' (not my term, don't @ me). A viral loop is when each person who sees your content shares it with more folks. This brings in new users directly or indirectly. To measure the ROI, add tracking links to your sharable content. This way, you can see how many new people your audience brings in. If those folks also use trackable links, your referral campaign will start to grow (no ponzi scheme here, promise). Connect those trackable links to your landing page or app. Now you can see inbound traffic and track conversions down the sales funnel.

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4 Benefits of using viral loops and referrals to measure ROI

Utilizing viral loops and referrals to measure your content marketing ROI can bring a multitude of advantages, such as reducing customer acquisition cost. By relying on word-of-mouth and social proof, you can reach more people without spending more money on advertising or promotion. This can lower your cost per lead and cost per customer, as well as increase your profit margin. Additionally, viral loops and referrals can increase the loyalty and satisfaction of existing customers, leading to a higher customer retention rate, average order value, and customer lifetime value, while decreasing churn rate. Furthermore, using viral loops and referrals will help you boost your brand awareness and credibility, improving your brand image, reputation, authority, and setting you apart from competitors.

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L Nik

我为初创B2B企业构建入站营销引擎和增长循环 | 谷歌增长实验室 | 面向开发人员和产品经理的市场营销！
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Track your viral loops using these to measure the ROI and impact: 1) Events setup on GA4_monitoring actions in steps leading to completion of viral loops. 2) UTM tags in each of the contents that are inside the viral loop 3) Referral codes_using PostgreSQL, SQLAlchemy ORM, Django forms for validation_for devs 4) Use heatmaps to identify the hot areas in viral loops_or a standalone space which can start the viral loops 5) GA4_it is good enough to give you data on effectiveness of your viral loops

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5 Challenges of using viral loops and referrals to measure ROI

Using viral loops and referrals to measure your content marketing ROI can also pose some challenges, such as finding the right balance between virality and quality. You need to make sure your content is both viral and high-quality, without sacrificing the value or message of your content. Additionally, you need to choose the right incentives and rewards that are attractive, fair, and aligned with your goals and users' needs. Finally, you need to measure and attribute the impact of viral loops and referrals accurately and objectively, using multiple sources of data collection and analysis. All of these steps are necessary to ensure that you are getting the best return on investment from your content marketing efforts.

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L Nik

我为初创B2B企业构建入站营销引擎和增长循环 | 谷歌增长实验室 | 面向开发人员和产品经理的市场营销！
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Tackle these Quality First: In my experience, prioritize content quality over sheer virality. Craft content that genuinely resonates with your audience; the virality will follow. User-Centric Incentives: When choosing incentives, think from your users' perspective. What truly motivates them? Align rewards with their needs and interests. Multi-Source Data: Use multiple data sources for precise measurement. Combine analytics tools, user feedback, and A/B testing to get a holistic view of your ROI. Iterate and Adapt: Continuously refine your strategy based on data insights. Be open to adjustments, and let the data guide your decisions for better ROI over time.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are the ways to use viral loops and referrals to measure the ROI of your content marketing efforts?

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2

3

4

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1 Viral loops explained

2 Referrals explained

3 How to use viral loops and referrals to measure ROI

4 Benefits of using viral loops and referrals to measure ROI

5 Challenges of using viral loops and referrals to measure ROI

6 Here’s what else to consider

Content Strategy

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What are the ways to use viral loops and referrals to measure the ROI of your content marketing efforts?

1

2

3

4

5

6

1 Viral loops explained

2 Referrals explained

3 How to use viral loops and referrals to measure ROI

4 Benefits of using viral loops and referrals to measure ROI

5 Challenges of using viral loops and referrals to measure ROI

6 Here’s what else to consider

Content Strategy

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