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The (Content) Formula Formula For Marketing ROI

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My latest iteration of the formula any company can use to determine Marketing ROI.

Published in: Marketing
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The (Content) Formula Formula For Marketing ROI

  1. Michael Brenner CEO, Marketing Insider Group Author, The Content Formula @BrennerMichael
  2. What is the biggest challenge for B2B Marketers today?  More leads  Higher quality leads  Marketing and Sales Alignment  Deliver more creative campaigns  Develop more content  Demonstrate ROI  Other
  3. 93% ~ A d A g e 81% ~ C M I / M P r o f s 68% ~ C M O C o u n c i l B2B CMO’s greatest challenge is showing measurable ROI. B2B Marketers claim measuring marketing effectiveness is their greatest challenge CEOs Expect Marketing To Deliver ROI @BrennerMichael
  4. @BrennerMichael
  5. LinkedIn 2003 @BrennerMichael
  6. LinkedIn 2003 Facebook 2006 @BrennerMichael
  7. LinkedIn 2003 Facebook 2006 iPhone 2007 @BrennerMichael
  8. LinkedIn 2003 Facebook 2006 iPhone 2007 Snapchat 2010 @BrennerMichael
  9. @BrennerMichael
  10. The business buyer is now in control over where information is consumed Start Finish BUYER90% SALES REP10% B u y e r ’ s J o u r n e y @BrennerMichael
  11. @BrennerMichael
  12. What is Content Marketing?  Social Media Sharing  Webinars  Ebooks  Sponsored Blog Posts  Viral Videos  Customer Testimonials  Native Ads  All of the above
  13. Content . . . is not Content Marketing Social Media . . . is not Content Marketing Native Ads . . . is not Content Marketing @BrennerMichael
  14. The Difference Between Content and Content Marketing is a Destination You OWN CONSISTENT CUSTOMER - FOCUSED https://marketinginsidergroup.com/content-marketing/best-content-marketing-examples/ @BrennerMichael
  15. Content Marketing platforms are assets you own with real value that grows over time. Need proof… @BrennerMichael
  16. - 100,000 200,000 300,000 400,000 500,000 600,000 0 100 200 300 400 500 600 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Traffic #Articles Content Marketing Revenue @BrennerMichael
  17. Marketing Manager CapGemini @BrennerMichael
  18. P h i l M i c k e l s o n C h r i s t e l B o e l j o n T i g e r W o o d s @BrennerMichael
  19. Ask : 0.1% ad budget Goal : Raise Awareness Measure : 1M visitors @BrennerMichael
  20. Ask : 0.1% ad budget Goal : Raise Awareness Measure : 1M visitors Result : $1 Million in Sales @BrennerMichael
  21. Goal : Double traffic and sales Results : $24 Million in Sales @BrennerMichael
  22. @BrennerMichael
  23. There’s a for Marketing ROI Develop the Business Case Find The Budget (And Time) Calculate The ROI
  24. Content Marketing What Brands Publish What Customers Want Empathy CharityBusiness Instinct @BrennerMichael
  25. @BrennerMichael
  26. www.makeup.com ( o w n e d b y L’O r e a l ) @BrennerMichael
  27. www.health.clevelandclinic.org Top source for health care information w/ +2M visitors per month @BrennerMichael
  28. www.CMO.com ( o w n e d b y A d o b e ) @BrennerMichael
  29. AMEX OPEN Forum is the largest source of new leads for AMEX’s Small Business Division @BrennerMichael
  30. www.sap.com @BrennerMichael
  31. @BrennerMichael
  32. @BrennerMichael
  33. @BrennerMichael
  34. Keyword Volume Questions / Concerns StagePersona 100 What is / are? Why important Early 10How to?MiddleYour Customers 1 Who? How much? Where? late @BrennerMichael
  35. Quizzes Articles News Infographics Social Content How-To Guides Video Whitepapers Webinars Podcasts Events Newsletters Customer Profiles CONTENT MARKETING PRODUCT MARKETING & ADVERTISING Case studies Product content Offers Brochures Customer Testimonials Ads 5 15 80 100 10 1 @BrennerMichael
  36. @BrennerMichael
  37. @BrennerMichael
  38. @BrennerMichael
  39. @BrennerMichael
  40. @BrennerMichael
  41. @BrennerMichael
  42. 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 Traffic from Organic, Social & Referrals Organic Social SAP Owned Referrals Where’s the ROI? @BrennerMichael
  43. @BrennerMichael
  44. 16.9 X Return On Investment $100,000 Budget $1 Million in search traffic $250,000 in email list growth $540,000 in lead conversion to sales $1,790,000 in Value / Investment @BrennerMichael
  45. There’s a for Marketing ROI Develop the Business Case Find The Budget (And Time) Calculate The ROI @BrennerMichael
  46. ROI (Reve nue – I nve stme nt) Investment @BrennerMichael
  47. @BrennerMichael
  48. C o n t e n t N o t U s e d 70% C o n t e n t U s e d 30% Content Waste is a $ * Source: Econsultancy @BrennerMichael
  49. @BrennerMichael
  50. @BrennerMichael
  51. @BrennerMichael
  52. @BrennerMichael
  53. @BrennerMichael
  54. E x e c u t i v e P o w e r P o i n t s Re-Purpose W h i t e p a p e r s C u s t o m e r S e r v i c e a n d S a l e s F A Q s Y o u r e m a i l s = a n s w e r s @BrennerMichael
  55. A c t a s a j o u r n a l i s t s a t e v e n t s OPP (OPC) C o v e r c o m p e t i t o r a n d i n d u s t r y r e s e a r c h A s k 2 n d - t i e r i n f l u e n c e r s t o s h a r e t h e i r w o r k @BrennerMichael
  56. C r e a t e a l i s t o f t o p i n f l u e n c e r s Create Stuff Easy ► b e s t c o n f e r e n c e s ► b e s t q u o t e s ► b e s t s t a t s i n y o u r i n d u s t r y E x t r a c t t h e e x p e r t i s e i n s i d e y o u r c o m p a n y ( e x p e r t s a n d c u s t o m e r s ) ► W h a t i s … ► W h y i m p o r t a n t . . . ► H o w t o a c h i e v e s u c c e s s w i t h . . . @BrennerMichael
  57. @BrennerMichael
  58. There’s a for Marketing ROI Develop the Business Case Find The Budget (And Time) Calculate The ROI @BrennerMichael
  59. What skills do we need to calculate Marketing ROI?  PhD in Mathematics  Finance Degree  Advanced / Predictive analytics  Artificial Intelligence / Machine Learning  Omnipotence  Grade School Math
  60. @BrennerMichael
  61. @BrennerMichael
  62. ROI (Reve nue – I nve stme nt) Investment @BrennerMichael
  63. RETAINCONVERTENGAGEREACH UpsellsEVENTSBounce rate Unbranded Search Traffic DEAL VISIBILITYSocial shares Retention RateLEADSTime on Site Organic Search Traffic Subscriptions @BrennerMichael
  64. The Value of Organic Search (Paid Search CPC X Organic Search Traffic) @BrennerMichael
  65. 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 Traffic from Organic, Social & Referrals Organic Social SAP Owned Referrals The Value of Organic Search = ($2 CPC X 500,000) = $1 Million @BrennerMichael
  66. The Value of Unbranded Search (Paid Search CPC X Unbranded Organic Search Traffic) @BrennerMichael
  67. RETAINCONVERTENGAGEREACH UpsellsEVENTSBounce rate Unbranded Search Traffic DEAL VISIBILITYSocial shares Retention RateLEADSTime on Site Organic Search Traffic Subscriptions @BrennerMichael
  68. 25 18 15 23 20 Brand Market Share Comp #1 Comp #4 Comp #5 Comp #2 Client #3 30 18 15 33 5 Brand Digital Share Comp #1 Comp #4 Comp #5 Comp #2 Client #3 @BrennerMichael
  69. The Value of Digital Fair Share (Online Share of Search Traffic / Market Share *100)
  70. ► 5/ 20 * 100= 25 / 100 ► 10 Million Business X 4 = $4,000,000 25 18 15 23 20 (Online Share of Search Traffic / Market Share *100) The Value of Digital Fair Share @BrennerMichael
  71. RETAINCONVERTENGAGEREACH UpsellsEVENTSBounce rate Unbranded Search Traffic DEAL VISIBILITYSocial shares Retention RateLEADSTime on Site Organic Search Traffic Subscriptions And are than non-subscribers
  72. The Value of Subscribers (Sales from Email Nurture / List Size)
  73. The Value of Subscribers (Sales from Email Nurture / List Size) ► $10 Million / 400,000 = $25 ► 10,000 subscribers x 25 = $250,000
  74. CRAZY Math ahead! @BrennerMichael
  75. (Content Marketing Leads  X Conversion Rate  X Avg. Sale Price) T h e Va l u e o f C o n t e n t M a r ke t i n g L e a d s 1,000 leads x 3% MQL ► x 50% Sales Accepted (SAL) ► x 50% Sales Qualified (SQL) ► x 40% Closed / Won ► x $180,000 Average Selling Price (ASP) = ($540,000 - $100,000) / $100,000 = @BrennerMichael
  76. @BrennerMichael
  77. L i fe t i m e Va l u e $ $ $ The Value of Retention= Re t e n t i o n R a t e $ $ $ Non - Subs cribed Cus tomers Rev $ $ $ p er Subs cribed Cus tomers Vs @BrennerMichael
  78. (former) Digital Marketing Manager Blue Cross BlueShield of Alabama @BrennerMichael
  79. Birmingham, Alabama Area I Insurance Current Cadence Bank, NA. Previous Blue Cross and Blue Shield of Alabama. lntermark Group. Aha Digital. LLC Education Brigham Young University VP, Digital Marketing @BrennerMichael
  80. Calculate T he R O I Find T he Budg et (And T ime) Develop the Bus ines s Cas e @BrennerMichael
  81. Delivers Bus ines s Res ults STOP Sp ending T ime & Money on Camp aig ns Create Content Peop le Actually Want @BrennerMichael
  82. @BrennerMichael
  83. BUILD THE BUSINESS CASE FIND THE BUDGET MEASURE RESULTS @BrennerMichael
  84. Michael Brenner CEO, Marketing Insider Group Author, The Content Formula Contact: michael@marketinginsidergroup.com @BrennerMichael

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