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Calculating Your Marketing ROI in 3 Easy Steps Webinar
Calculating Your Marketing ROI in 3 Easy Steps Webinar
Calculating Your Marketing ROI in 3 Easy Steps Webinar
Calculating Your Marketing ROI in 3 Easy Steps Webinar
Calculating Your Marketing ROI in 3 Easy Steps Webinar
Calculating Your Marketing ROI in 3 Easy Steps Webinar
Calculating Your Marketing ROI in 3 Easy Steps Webinar
Calculating Your Marketing ROI in 3 Easy Steps Webinar
Calculating Your Marketing ROI in 3 Easy Steps Webinar
Calculating Your Marketing ROI in 3 Easy Steps Webinar
Calculating Your Marketing ROI in 3 Easy Steps Webinar
Calculating Your Marketing ROI in 3 Easy Steps Webinar
Calculating Your Marketing ROI in 3 Easy Steps Webinar
Calculating Your Marketing ROI in 3 Easy Steps Webinar
Calculating Your Marketing ROI in 3 Easy Steps Webinar
Calculating Your Marketing ROI in 3 Easy Steps Webinar
Calculating Your Marketing ROI in 3 Easy Steps Webinar
Calculating Your Marketing ROI in 3 Easy Steps Webinar
Calculating Your Marketing ROI in 3 Easy Steps Webinar
Calculating Your Marketing ROI in 3 Easy Steps Webinar
Calculating Your Marketing ROI in 3 Easy Steps Webinar
Calculating Your Marketing ROI in 3 Easy Steps Webinar
Calculating Your Marketing ROI in 3 Easy Steps Webinar
Calculating Your Marketing ROI in 3 Easy Steps Webinar
Calculating Your Marketing ROI in 3 Easy Steps Webinar
Calculating Your Marketing ROI in 3 Easy Steps Webinar
Calculating Your Marketing ROI in 3 Easy Steps Webinar
Calculating Your Marketing ROI in 3 Easy Steps Webinar
Calculating Your Marketing ROI in 3 Easy Steps Webinar
Calculating Your Marketing ROI in 3 Easy Steps Webinar
Calculating Your Marketing ROI in 3 Easy Steps Webinar
Calculating Your Marketing ROI in 3 Easy Steps Webinar
Calculating Your Marketing ROI in 3 Easy Steps Webinar
Calculating Your Marketing ROI in 3 Easy Steps Webinar
Calculating Your Marketing ROI in 3 Easy Steps Webinar
Calculating Your Marketing ROI in 3 Easy Steps Webinar
Calculating Your Marketing ROI in 3 Easy Steps Webinar
Calculating Your Marketing ROI in 3 Easy Steps Webinar
Calculating Your Marketing ROI in 3 Easy Steps Webinar
Calculating Your Marketing ROI in 3 Easy Steps Webinar
Calculating Your Marketing ROI in 3 Easy Steps Webinar
Calculating Your Marketing ROI in 3 Easy Steps Webinar
Calculating Your Marketing ROI in 3 Easy Steps Webinar
Calculating Your Marketing ROI in 3 Easy Steps Webinar
Calculating Your Marketing ROI in 3 Easy Steps Webinar
Calculating Your Marketing ROI in 3 Easy Steps Webinar
Calculating Your Marketing ROI in 3 Easy Steps Webinar
Calculating Your Marketing ROI in 3 Easy Steps Webinar
Calculating Your Marketing ROI in 3 Easy Steps Webinar
Calculating Your Marketing ROI in 3 Easy Steps Webinar
Calculating Your Marketing ROI in 3 Easy Steps Webinar
Calculating Your Marketing ROI in 3 Easy Steps Webinar
Calculating Your Marketing ROI in 3 Easy Steps Webinar
Calculating Your Marketing ROI in 3 Easy Steps Webinar
Calculating Your Marketing ROI in 3 Easy Steps Webinar
Calculating Your Marketing ROI in 3 Easy Steps Webinar
Calculating Your Marketing ROI in 3 Easy Steps Webinar
Calculating Your Marketing ROI in 3 Easy Steps Webinar
Calculating Your Marketing ROI in 3 Easy Steps Webinar
Calculating Your Marketing ROI in 3 Easy Steps Webinar
Calculating Your Marketing ROI in 3 Easy Steps Webinar
Calculating Your Marketing ROI in 3 Easy Steps Webinar
Calculating Your Marketing ROI in 3 Easy Steps Webinar
Calculating Your Marketing ROI in 3 Easy Steps Webinar
Calculating Your Marketing ROI in 3 Easy Steps Webinar
Calculating Your Marketing ROI in 3 Easy Steps Webinar
Calculating Your Marketing ROI in 3 Easy Steps Webinar
Calculating Your Marketing ROI in 3 Easy Steps Webinar
Calculating Your Marketing ROI in 3 Easy Steps Webinar
Calculating Your Marketing ROI in 3 Easy Steps Webinar
Calculating Your Marketing ROI in 3 Easy Steps Webinar
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Calculating Your Marketing ROI in 3 Easy Steps Webinar

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Calculating Your Marketing ROI in 3 Easy Steps Webinar

Calculating Your Marketing ROI in 3 Easy Steps Webinar

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  • 1. Calculating Your Marketing ROI in 3 Easy Steps Christopher S. Penn, VP Strategy and Innovation www.BlueSkyFactory.com
  • 2. Do try this at home. blueskyfactory.com/webinars
  • 3. The corporate plug: If you send a lot of email (or want to), we can help you make more money and reach more customers. Ask us how. www.BlueSkyFactory.com
  • 4. #bsfwebinar TweetAway follow @blueskyfactory
  • 5. Photo Credit: TheTruthAbout...
  • 6. Diagnostic vs. Objective
  • 7. TweetAway Diagnostic metrics tell you how the trip is going. Objective metrics tell you when you’re there.
  • 8. Return on Investment
  • 9. Photo Credit: AlanCleaver_2000
  • 10. Web site traffic Twitter followers Blog comments Advertisement clicks Qualified leads
  • 11. Photo credit: SashaW
  • 12. Photo credit: Make Lemons
  • 13. TweetAway Follower count is as useful to ROI as treadmill speed is to losing 20 pounds.
  • 14. R Photo credit: AMAgill I
  • 15. ROI 101
  • 16. Earned - Spent = ROI Spent
  • 17. 1,000 - 500 = 100% 500
  • 18. 250 - 500 = -50% 500
  • 19. Earned - Spent = ROI Spent
  • 20. Annual Income =Hourly 2,080
  • 21. Annual Income =Hourly 2,080 Hours x Rate = Time Spend in Money
  • 22. $50,000 = $24.04 2,080 5 x $24.04 = $120.20
  • 23. 1000 - 620.20 = 61.2% 620.20
  • 24. Worksheet 1 Money Earned: $_______ Money Spent: $_______ Hourly Rate: $_______ Time Spent: _______ Time Spent in Money: $_______ Total Spent: $_______ Total Earned-Total Spent _______% Total Spent
  • 25. TweetAway (Total earned - total spent) / total spent = ROI
  • 26. Worksheet 2 Method PPC Email Twitter Money Earned Money Spent Hourly Rate Time Spent Time as Money Total Spent Earned - Spent / Spent
  • 27. Worksheet 2 Example Method PPC Email Twitter Money Earned $1,000.00 Money Spent $500.00 Hourly Rate $24.04 Time Spent 5 Time as Money $120.20 Total Spent $620.20 Earned - Spent / Spent 61.24%
  • 28. Worksheet 2 Example Method PPC Email Twitter Money Earned $1,000.00 $12,563.00 Money Spent $500.00 $5,000.00 Hourly Rate $24.04 $24.04 Time Spent 5 5 Time as Money $120.20 $120.20 Total Spent $620.20 $5,120.20 Earned - Spent / Spent 61.24% 145.36%
  • 29. Worksheet 2 Example Method PPC Email Twitter Money Earned $1,000.00 $12,563.00 $750.00 Money Spent $500.00 $5,000.00 $0.00 Hourly Rate $24.04 $24.04 $24.04 Time Spent 5 5 40 Time as Money $120.20 $120.20 $961.60 Total Spent $620.20 $5,120.20 $961.60 Earned - Spent / Spent 61.24% 145.36% -22.00%
  • 30. Worksheet 2 Example Method PPC Email Twitter Money Earned $1,000.00 $12,563.00 $750.00 Money Spent $500.00 $5,000.00 $0.00 Hourly Rate $24.04 $24.04 $24.04 Time Spent 5 5 40 Time as Money $120.20 $120.20 $961.60 Total Spent $620.20 $5,120.20 $961.60 ROI 61.24% 145.36% -22.00%
  • 31. ROI
  • 32. TweetAway @cspenn wasn’t kidding. There really was a giant cow in the webinar presentation.
  • 33. EPL
  • 34. Earned - Spent Number of Leads
  • 35. TweetAway Net earnings per lead is a better tactical number than pure ROI.
  • 36. Worksheet 3 Method PPC Email Twitter Money Earned Total Spent ROI Number of Leads Earned - Spent / Leads
  • 37. Worksheet 3 Example Method PPC Email Twitter Money Earned $1,000.00 $12,563.00 $750.00 Total Spent $620.20 $5,120.20 $961.60 ROI 61.24% 145.36% -22.00% Number of Leads Earned - Spent / Leads
  • 38. Worksheet 3 Example Method PPC Email Twitter Money Earned $1,000.00 $12,563.00 $750.00 Total Spent $620.20 $5,120.20 $961.60 ROI 61.24% 145.36% -22.00% Number of Leads 100 1,256 75 Earned - Spent / Leads $3.80 $5.92 -$2.82
  • 39. Average EPL
  • 40. Worksheet 3 Example Method PPC Email Twitter Money Earned $1,000.00 $12,563.00 $750.00 Total Spent $620.20 $5,120.20 $961.60 ROI 61.24% 145.36% -22.00% Number of Leads 100 1,256 75 Earned - Spent / Leads $3.80 $5.92 -$2.82
  • 41. Average EPL: $2.30
  • 42. What’s the ROI?
  • 43. TweetAway Average net earnings per lead helps you understand when you might lose money on marketing tactics.
  • 44. Google Analytics
  • 45. Google Analytics Settings
  • 46. GA: Goal Conversions
  • 47. GA: Top Content Report
  • 48. GA: Top Keywords Report
  • 49. GA: Referring Sites Report
  • 50. GA: Campaign Report
  • 51. Case Study
  • 52. www.BostonMartialArts.com
  • 53. Case Study Method Web Site Facebook Twitter Money Earned Money Spent Hourly Rate Time Spent Time as Money Total Spent Earned - Spent / Spent
  • 54. Case Study Method Web Site Facebook Twitter Money Earned $264,600.00 Money Spent $4,000.00 Hourly Rate $40.00 Time Spent 260 Time as Money $10,400.00 Total Spent $14,400.00 Earned - Spent / Spent 1,737.50%
  • 55. Case Study Method Web Site Facebook Twitter Money Earned $264,600.00 $7,200.00 Money Spent $4,000.00 $0.00 Hourly Rate $40.00 $40.00 Time Spent 260 260 Time as Money $10,400.00 $10,400.00 Total Spent $14,400.00 $10,400.00 Earned - Spent / Spent 1,737.50% -30.77%
  • 56. Case Study Method Web Site Facebook Twitter Money Earned $264,600.00 $7,200.00 $1,800.00 Money Spent $4,000.00 $0.00 $0.00 Hourly Rate $40.00 $40.00 $40.00 Time Spent 260 260 260 Time as Money $10,400.00 $10,400.00 $10,400.00 Total Spent $14,400.00 $10,400.00 $10,400.00 Earned - Spent / Spent 1,737.50% -30.77% -82.69%
  • 57. Now what?
  • 58. Case Study Method Web Site Facebook Twitter Money Earned $264,600.00 $7,200.00 $1,800.00 Money Spent $4,000.00 $0.00 $0.00 Hourly Rate $40.00 $40.00 $40.00 Time Spent 260 260 260 Time as Money $10,400.00 $10,400.00 $10,400.00 Total Spent $14,400.00 $10,400.00 $10,400.00 Earned - Spent / Spent 1,737.50% -30.77% -82.69%
  • 59. Case Study Method Web Site Facebook Twitter Money Earned $264,600.00 $23,400.00 $23,400.00 Money Spent $4,000.00 $0.00 $0.00 Hourly Rate $40.00 $40.00 $40.00 Time Spent 260 260 260 Time as Money $10,400.00 $10,400.00 $10,400.00 Total Spent $14,400.00 $10,400.00 $10,400.00 Earned - Spent / Spent 1,737.50% 125.00% 125.00%
  • 60. Case Study Method Web Site Facebook Twitter Money Earned $264,600.00 $7,200.00 $1,800.00 Money Spent $4,000.00 $0.00 $0.00 Hourly Rate $40.00 $40.00 $40.00 Time Spent 260 130 43 Time as Money $10,400.00 $5,200.00 $1,720.00 Total Spent $14,400.00 $5,200.00 $1,720.00 Earned - Spent / Spent 1,737.50% 38.46% 4.65%
  • 61. Act!
  • 62. TweetAway All metrics, even ROI, are meaningless unless you take action from what you learn.
  • 63. Review Diagnostic vs. Objective ROI 101 EPL + GA Measure and Act!
  • 64. Do try this at home. blueskyfactory.com/webinars
  • 65. questions? #bsfwebinar
  • 66. www.blueskyfactory.com www.christopherspenn.com @blueskyfactory @cspenn

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