Calculating ROI on Blogging


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A comprehensive look at measuring the sales funnel that exists in blogging when utilizing blogging as an SEO strategy to acquire inbound marketing leads or ecommerce conversions.

It's essential that marketers don't simply look at the big picture or overall conversion rate - they need to break up the funnel into steps and measure each step independently so that they can act independently on the results.

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Calculating ROI on Blogging

  1. 1. WELCOME Blogging ROI Douglas Karr VP, Blogging Evangelism Chantelle Flannery Client Success Marketing
  2. 2. BLOG SALES FUNNEL Search, Direct, Referrals Understanding how readers find Visitors and convert through your blog is essential to your blogging Calls To Action program. Every step is an opportunity to measure and Leads / Cart improve conversions. The result will be an improved blogging Closes return on investment.
  3. 3. CONVERSIONS • Conversions every Search, Direct, Referrals step of the way • Primary focus so far Visitors on CTA conversions or click through rate Calls To Action • Total value of Leads / program in terms of $ Cart is the most important number to find Closes
  4. 4. YOUR AUDIENCE • Content being found by Search Engines • Filling the funnel with publicized content • Search has the greatest opportunity for influence Search, Direct, Referrals Search Conversion Rate: Content reader clicks Visitors though to view the full blog
  5. 5. VISITORS • Returning and new Visitors visitors to the blog read Calls To content to find answers Action to their questions Click Conversion Rate: Reader takes the next step by clicking on a CTA
  6. 6. CALLS TO ACTION • Visitors who click on the CTA are taken to a unique landing page or shopping cart • Benefits are specific to the CTA and easy to follow Calls To Action Lead Conversion Rate: Landing page is filled out Leads / and submitted thus Cart becoming a lead
  7. 7. LEADS / SHOPPING CART Leads / • Leads gathered from Cart the blog are put through the normal Closes sales process • Tracking is kept in place to show where the lead originally came from Close Rate: The lead buys from you closing the buying cycle
  8. 8. KEY METRICS • Conversion Rates (Search, Click, Lead, Close) • Revenue Per Lead • Average Customer Value or Average Deal Size • Cost Per Lead • Revenue Per Post • Return on Marketing Investment
  9. 9. CONVERSION RATES • A conversion rate (CTR) is a comparison of the Click Through number of visitors that completed the path divided by the number of = Rate Visitor Count visitors who entered the path. • Some industries measure the total number of closes divided by the total number of visitors. /outgoing/CTA_Name
  10. 10. REVENUE PER LEAD • Divide your total new business revenue by your quantity of leads and you find your revenue per lead. • Recognizing a value of a lead is key to recognizing the value Total New Revenue of your blog for = Total New Leads bringing in qualified leads.
  11. 11. AVERAGE CUSTOMER VALUE • Divide your total new business revenue by your quantity of closes to find your average customer value. • Average customer value is important to monitor whether the value of each Total New Revenue close is increasing or = Total New Closes decreasing over time. • AKA Average Deal Size
  12. 12. COST PER LEAD • Divide your total marketing investment by the total number of leads. • Compare your blogging program to your overall marketing program. • Your corporate blogging strategy will typically = Marketing Investment Total New Leads acquire qualified leads at a fraction of the cost.
  13. 13. REVENUE PER POST • Don’t have time to post? Now you can calculate how much NOT posting is costing your business in new revenue. • If you don’t have revenue, calculate the (close rate x expected leads x average Total Blog Revenue customer value) / = Total Posts expected posts.
  14. 14. RETURN ON INVESTMENT = TotalInvestment Total Revenue • ROMI = Return on Marketing Investment • Return on Marketing Investment is simply a ratio of the revenue produced divided by the marketing investment made over a specific period • ROMI increases as you increase keywords targeted, blog posts written, and time
  15. 15. CONVERSIONS Search Results Search Conversion Rate Visitors Click Conversion Rate Typical Calls To Conversion Rate Action Lead Conversion Rate Leads / Cart Close Conversion Rate Closes
  16. 16. HOW TO IMPROVE • Increase blog posting • Publicize Search, Direct, • Increase Keywords • Post titles Referrals • Relevance • Increase blog posting Visitors • Increase keywords • Make more compelling CTAs Calls To • Create variety of CTAs Action • Improve landing pages • Reward/Offer Leads / • Specify benefits Cart • How did customers find you? Closes • Track every lead to close
  17. 17. KEYWORD BLOGS • Targeting additional keywords with Compendium’s unique platform + consistent posting WILL result in additional traffic.
  18. 18. QUESTIONS Prove and improve blogging return on investment!