A brief perspective on ROI with helpful tips and advice on creating an ROI rationale. Includes insights and tips on building content as well as some base metrics for calculating ROI.

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ROI iS RETROsPective
That may seem obvious but it bears repeating. ROI cannot
be projected, only measured and evaluated! Analysis of
past ROIs helps to improve the chances of successful
marketing as each new cycle aims to outperform the last.

3. TIME IS MONEY!
Time is a precious commodity, but is often overlooked!
Creating quality creative content takes time so don’t
forget to factor in time spent when calculating ROI.
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4. THE LONG GAME...
ROI is optimised by creating a lasting relationship
with an always evolving target audience while also
advancing the business goals of the organisation.
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5. DEFINE THE
MARKETING
RATIONALE Increase audience engagement through thought
leadership, educational content and conversation.
ANALYTICS: news mentions, page views and
duration, return visits, campaign reach, likes,
shares, comments, etc.
Generate website traffic, new leads and conversions
and foster brand loyalty for customer retention.
ANALYTICS: calls, emails, site visits, sign-ups, new
deals, purchases, lead captures, repeat buys,
promotion respondents, etc.
Collect intelligence on customer experiences,
trends and new markets and technologies.
ANALYTICS: demographics (age, gender, country),
positive or negative comments, appetites,
aspirations, devices, price points, etc.
BRAND AWARENESS MARKET INSIGHTSSALES & ACQUISITIONS
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Every business is different and should select it’s own analytic indicators. The lists above are not exhaustive.

6. KEY POINTS OF STRATEGY
Define and locate your target
audience by identifying the
places, channels or platforms
where people are discussing
topics relevant to your
campaign message and
narrow your focus to these
spaces only.
AUDIENCE Investigate what your
competition are doing and
assess what works and what
doesn’t. Determine how the
same methods might be
applied to accomplish your
own business goals.
COMPETITION Set measureable objectives
by defining a time-scale for
achieving a specific goal or
target. For example: set a
target of generating 100
new leads or 50% more
website visits in a month.
OBJECTIVES Create high quality channel-
relevant content with value.
Use impactful visual content
to engage the audience and
tap into peoples’ desire for
storytelling. Stay informal and
open to encourage feedback.
Don’t re-post the same content
on every platform as audience
interests are channel-specific.
CONTENT Share content, promote others
and engage in conversation
with influencers. Participate
online and offer something of
value to the mix. For example:
offer an insight or provide
a process strategy.
VALUE
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7. Use industry jargon where appropriate to show
expertise and understanding but be careful not
to complicate the message.
B2B audiences are seeking detailed educational
content and efficiency tools to advance their
business objectives and ease their workloads.
There is often a tiered structure of decision-
makers to contend with in B2B marketing so
detailed content will help to facilitate approvals.
Examples of content: case studies, ebooks
and presentations, expert tips and insights,
formulae, infographics, insight videos, Q&As,
tutorials, whitepapers, etc.
Use simple, everyday language and no jargon.
Colloquialisms can help to promote familiarity
depending on target audience.
B2C audiences require stimulation on an
emotional level and are looking for news,
offers, stories and entertainment.
In B2C marketing you are often speaking to
the decision-maker. Content should be catchy
and cheerful to capture the viewer.
Examples of content: blogs, competitions,
images, live updates and news, promotions
and giveaways, surveys and quizzes, user-
generated content, video entertainment, etc.
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B2B MARKETING B2C MARKETING

8. HELPFUL TIPS
TIME-SAVERS
Create content that stays
relevant and can be deployed
multiple times over a period of
time to increase penetration
and economise on investment.
MULTIPLY Re-evaluate and re-purpose
old content. By changing
the format of information
(eg. from an article to a
slide show to a video) you
can expand your reach.
RE-INVENT Create a stream of Google and
news alerts on topics you feel
are relevant. This will provide
a valuable source of content
ideas to build upon.
INSPIRATION Involve more than one person
in the development process
to gain a wider perspective
and improve on your target
audience profile.
PERSPECTIVE Break from the regular format
now and again by sharing a
good quote, an light-hearted
anecdote or even a joke in
your posts.
BREAK TIME
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CREATING CONTENT

9. TAKE A BREAK...
Take a moment and step away before you copycheck
and review your content again. Does it meet with your
objectives? This will help you gain a fresh perspective.
Finally, review once more before publishing!
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10. REVIEW THE DATA...
Take time to understand the nature of the analytics and
exclude data from people within your own organisation
who may also engage your marketing touchpoints.
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11. QUANTIFY THE RETURN? EXAMPLE CALCULATIONS
These formulae are shared as examples only to provide a foundation for determining the RETURN. The formulae require adaptation to each specific case. All rates, measures
and amounts expressed here are for illustration purposes. Actual rates, measures and amounts will be specific to each business case. When making ROI calculations, avoid
double-counting where analytics/impressions data overlaps. Also limit calculations to a specific time-frame.
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NEW LEAD POTENTIAL
100 Number of new qualified leads identified
× 0.05 Average % lead-to-conversion rate
× 5,000 (€£$) Average customer lifetime value
= 25,000 (€£$) New customer lifetime value
EXAMPLE
NEW BUSINESS INSIGHTS
100 Market or customer insights gathered
× 0.75 % Quality of data compared to a paid focus group
× 5,000 (€£$) Comparative cost of running a focus group
÷ 50 Average number of insights from a focus group
= 7,500 (€£$) Value of insights gathered
EXAMPLE
NEW ONLINE TRAFFIC
100 Number of mentions, pins, etc
× 2.50 (€£$) Average cost-per-impression for paid ad
= 250 (€£$) Value of increase in social profile
EXAMPLE
NEW SOCIAL MENTIONS
100 Number of clicks to website, blog, post
× 5.00 (€£$) Average cost-per-click for paid ad
= 500 (€£$) Value of increase in social traffic
EXAMPLE

12. CALCULATE ROI ONLINE MARKETING EXAMPLE
This formula is shared as an example only to provide a foundation for determining
the ROI. Calculating ROI is not an exact science, but rather a means to qualify results
to allow for more informed decision-making. Every business is different, hence the
analytics and formulae for calculating ROI need to be adapted to fit each specific case.
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RETURN
Analytics (mentions, impressions, comments, etc)
valued in €£$ (calculated by comparing to cost
of equivalent paid alternatives – eg. promoting a post,
placing an ad, pay-per-click, running a focus group, etc).
INVESTMENT
Time spent calculated as cost in €£$ based on
hourly rates plus actual financial investment.
RETURN
− INVESTMENT
= SUBTOTAL
÷ INVESTMENT
= ROI (%)

13. AND REPEAT...
It's the repetition of affirmations that leads to
belief. And once that belief becomes a deep
conviction, things begin to happen.
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