Most of us are in the communications industry because we like to write, tell stories, and make the communication process a little more enjoyable for everyone.
We’re not here because we like to do math.
But (surprise!) in today’s world of websites and data we have to calculate things such as return on investment (ROI) and track how much money we make or save for our companies and clients.
Thankfully, however, calculators are allowed. So are handy infographics like this one from Uberflip. It shares the three steps of determining content marketing’s ROI.
Let’s take a look at step one: Tracking the right metrics.
The graphic lists the metrics you should track in order to:
- Reach potential customers. (Example metrics: unique visitors, visibility in search, and inbound links.)
- Encourage those potential customers to act. (Example metrics: page engagement rate, social media shares, and the pages a person views per visit.)
- Convert those potential customers into paying customers. (Example metrics: email or RSS subscriptions, average order value, and your social media follower numbers.)
- Engage your new customers so they stay with you for life. (Example metrics: repeat transactions or visits, email open rates, and revenue per visit.)
That doesn’t seem so bad, does it?
Check out the graphic to read up on the other two steps: