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How B2B in Ireland can show ROI with online marketing

Due to the nature of content marketing it may take weeks or months before you see an uplift on engagement. As a result of this, Marketers will often ask the question, “How do I get a return on investment?” Quantifying how B2B in Ireland can show ROI with online marketing can prove to be challenging. We address this below and outline some of the simple ways Irish businesses can measure the effectiveness of their content marketing efforts.

• Set clear goals:

When it comes to measuring the ROI of your content and online plan, setting clear goals at the beginning is the key to measuring the performance of your content marketing strategy. These goals will create the foundation of your content marketing strategy and to be successful you must understand what you want your content to solve. The following are some KPIs that can be included;

• Increase brand awareness.
• Drive more traffic to your website.
• Generate leads.
• Convert leads into customers.
• Improve customer retention and loyalty.

• Google Analytics

Google Analytics allows you to accurately measure the performance of your website, and helps you to tweak and refine your web strategy in order to optimize your website. Some of the key measurements are outlined below;

Users –the total number of unique visitors to a particular page on your website.

Pageviews – the numbers of times a certain page has been viewed on your website.

Unique pageviews – the numbers of times a page has been viewed by new users (excludes returning customers)

Location – pinpoints where in the world your viewers are located

Source – how are users accessing your pages

Bounce Rates – users leaving your website from a landing page without browsing any further.

• Email Newsletter Statistics

Regardless of the Email provider you use, there will be metrics available to help you to measure the effectiveness of your email campaigns;

Open Rates - A rate of opens calculated for each sent campaign. Reached by the number of times the campaign was opened, divided by the number of people who received the campaign.

Click Rate - The number of clicks that occur in a sent campaign divided by the number of people sent to on that list.

Unique Click Rate - Each subscriber that clicks a link in a campaign is counted only once.

Bounces - undeliverable addresses to an inbox so the email you sent bounces back.

Unsubscribes – People who have opted to no longer receive your emails

Social Media Analytics:

Social media analytics is the practice of gathering data from blogs and social media websites and analysing that data to make better business decisions. Your social media strategy needs to be aligned with the original business goals you have set. Insights into your customers vary depending on which social platform you are using; however, we have outlined some of the keys insights below;

Audience Profile – Understand the age, gender, demographic and location of your followers

Reach and Engagement – who are your posts reaching, and are those people engaging with your content.

Traffic – which social media platform is sending the most followers to your website.

Content Analysis – An evaluation of which content generates the most interest.

Competitor Analysis – a continuous process of comparing your content practices and performance with those of your most successful competitors.

Your content marketing strategy is not a quick fix, but rather an ongoing part of your overall marketing strategy. Each piece of content is designed to take your customer through to the next stage of the buyer’s journey and so seeing the results of your content strategy can take time. It is important then, to understand that your content strategy is a long-term investment that can be tweaked and improved over time using the measurement tools above.

To find out how to begin your own content marketing strategy pop over to our website mojomarketing.ie/blog to download our 30 Greatest Len Generation Tips and Tricks