How To Improve The ROI Of Content Marketing

content-marketing-adoption

[This article is sponsored by workspot.in , India’s leading aggregator of co-working spaces, meeting rooms and shared offices. If you have additional office space and are looking to rent it, please do list it on workspot.in. If you are looking for space for your startup, do visit workspot.in]

Content marketing has proven itself by delivering great results. Not only small, medium size business even the big business are using content marketing to generate business.

B2B marketers are putting a great amount of hard work in generating a lot of content, unique content, keyword rich content etc, etc but they are still not able to maximize the ROI of  content marketing. The key to content marketing lies in the “content distribution”.

Let me quickly segment content marketing into two main marketing channels :

  1. Promoting the product/service through your blog, or tweeting and updating your content on social media platforms, creating multiple pages for better SEO, pulling traffic through your app etc. All of these platforms like blog, twitter account and landing pages, app are owned by you so they are know as owned marketing channel.
  2. The other one is paid marketing channel like Google ads, Facebook ads, promotion on Twitter etc.

If you want to sell your product/service to your audience, you have to build your brand recognition. Brand recognition is build by regularly feeding your audience with your content. To do so you have to own your audience so that you can email them your latest blog post or update them about what is new happening in your company.

Organically or through word of mouth building the email database is really tough and time consuming process. The fastest way to build it is through paid marketing channel. But make sure to use paid marketing channel wisely or else you will drain tons and tons of money and would gain not much out of it. The key to paid adverting is not to sell the product/service at once rather to lure audience to engage. 

Paid channels can be further subcategorized into high intent paid channels and low intent paid channels:

(a) High Intent Paid Marketing Channel –  Google ads is one of the best example for it. People come looking for either your product/service or similar product/service. In most of the cases these people are ready to buy.

( b) Low Intent Paid Marketing Channel – Facebook ads is best suited for low intent marketing channel. Most of time people here do not know you, not even looking for your product or service and many a times do not even notice your ads. These are people with low intend to buy.  

Customer acqusistion of high intent customers is simple, you just have to look for right keyword, run an ads and drive people to sign up for webinars and free trails. But for low intent customers you have to put in a lot of efforts. Start with creating a landing page, brainstorm multiple ideas, use them as bait till the time it clicks your audience. Once you have their email address immediately start with drip marketing campaign, remember these people have very short term memory.

The difference between the two is high intent channel is costlier and less time consuming compared to low intent channel. The low intent channel also gives exposure in front of much bigger audience.

Budget allocation for any of the two channels of marketing is justified by lifetime value of a customer, depending upon the product/service you are dealing in. Here is a tabular representation of a made up example for a email campaign cost model:

Screen Shot 2014-09-11 at 10.00.21 AM

cost per lead = customer acquisition cost/ no. of leads

= 1000/16 = 62

Doing the math upfront will give you enough confidence to start the campaign. But if you doing it for the first , use your best educated knowledge and start focusing on the numbers. The numbers to look out for are:

  1.  How much you are spending on your campaign?
  2.  What is the number of impression that you are able to generate?
  3.  How many clicks you are getting from it?
  4. How many of leads you are able to generate?
  5.  How many of those clicks are converting into qualified leads? i.e downloading the ebook, white paper and signing for newsletters.
  6.  Lastly to how many of them are you able to sale?

The rule of thumb for every campaign is, do not expect sales over night. For first few weeks of starting the campaign look for number of impressions,  number of clicks and leads you are able to generate and when your campaign is mature few weeks or months down the lane , depending upon the sale cycle of your product nurture the qualified leads and finally sale.

[This article is sponsored by workspot.in , India’s leading aggregator of co-working spaces, meeting rooms and shared offices. If you have additional office space and are looking to rent it, please do list it on workspot.in. If you are looking for space for your startup, do visit workspot.in]

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