Return on Investment

How to Measure Return on Investment: Is Your Inbound Marketing Working

Do you remember the days of walking around your grade school classroom measuring everything in sight with an unwieldy wooden meter stick? Wouldn’t it make your life easier if you could measure return on investment for your inbound marketing just as easily?

Well, you might need more than a pencil and notebook to measure these analytics, but once you know which ones to pay attention to, measuring Return on Investment (ROI) on inbound marketing can be just as easy.

“Using a combination of metrics to establish your overall return on investment for your inbound marketing will definitely convince you it has been money well spent. Your content will keep giving you returns long after you have finished paying to create it.” 

4 Key Metrics on How to Measure  Return on Investment for Inbound Marketing

According to Hubspot, there are 4 types of Content Metrics to measure the Return on Investment (ROI) for your inbound marketing. Here’s a brief summary:

1. Consumption Metrics

  • Number of times a piece of content (page, blog, video, etc.) is viewed
    • How much web traffic you have
  • How much time a prospect spends on each page
    • What your prospects are interested in on your site
  • Bounce rate (percentage of single page visits)
    • Level of awareness about your brand

Many analytics tools are available to track consumption metrics – Google Analytics, Hubspot. Hatchbuck.

2. Sharing Metrics

  • How far your content reaches
  • Who is aware of your content
  • How it resonates with prospects
  • How prospects engage with your content

As the name implies, they measure how often your content is passed on via shares, likes, retweets and email forwards. This includes inbound links from external sources.

“Developing quality content for your inbound marketing will increase your ROI with prospects spending more time on your site and sharing more of your content. Ultimately, more prospects will be converted into customers.” 

3. Lead Generation Metrics

  • How much your prospects value your content
    • Includes the number of form submissions and blog and email subscriptions
  • Conversion rate
    • Percentage of prospects who became consumers by making a purchase

4. Sales Metrics

  • Quantify how content impacts purchases
    • How many times a page was visited leading up to a purchase
    • Which pages are the most commonly viewed prior to purchase

Since all marketing goals include revenue generation, sales metrics are very important. But they can be difficult to quantify, as customers often need a minimum of 7 interactions before deciding to purchase. Knowing which pages prospects visit and for how long, prior to purchase, makes sales metrics easier to measure.

Return on Investment – Is Inbound Marketing Making Me Money?

The investment for your inbound marketing includes the wages you pay for design and content creation, as well as any software or subscriptions you purchase and associated hosting fees. Assign a portion of your overhead to inbound marketing as well.

To calculate revenue from your inbound marketing, besides your gross profits, include the AdWords equivalent for your quality content, assign a dollar value to each customer, and place a dollar value on indirect leads (such as email subscriptions).

Revenue minus investment, divided by investment. Multiply this result by 100 to express your ROI as a percentage.

If you paid a professional inbound marketer $5,000 to create content for a month and your revenue for that same month was $200,000, that is a 3900% return on your investment.

Are you feeling like a budding statistician? Start measuring your inbound marketing success with this checklist from Tangible Words.13b2d0e4-6021-41c7-9d6e-78310d8a5148 How to Measure Return on Investment: Is Your Inbound Marketing Working

With this free checklist, you will be given a new framework for campaigns that solves all of these common inbound marketing problems.

You will learn how to develop an inbound marketing campaign that:

  • Uses integrated tools to connect everything
  • Works in any situation
  • Starts with the customer in mind

Download our checklist today to start maximizing the return on investment for your future marketing campaigns!

If you would rather just measure your office desk or anb16e1bd0-a2ad-4c5d-a4e4-c3b9252b376c How to Measure Return on Investment: Is Your Inbound Marketing Working imaginary blackboard, let Tangible Words become the meter stick of analytics for your business today!

References (Neil Patel) (David Meerman Scott)

How Website Copywriting Can Get Your Ottawa Business Noticed

In Ottawa, your target audience is ripe for your business, problem is, they might find your competitors first. And, you’ll always have competition whether you’re a leading high tech firm, government support agency, tourism operator, or financial advisor. Even non-profit organizations need to market because they’re competing for supporters of their cause.

But you know you’re better than your competition, right? How? You need to articulate exactly what makes you better. Once you’ve defined your unique selling proposition, use your website content to tell people about it and how your business benefits them. That’s the crux of copywriting and why you need to think about the copywriting return on investment for your Ottawa business.

Here’s 3 Ways Website Copywriting Helps You Do More Ottawa Business (or Wherever You Operate)

  1. Well planned website content uses keywords to trigger search engine optimization (SEO) so online searches for your services will place your Ottawa business near or at the top of search results. When consumers see you first they know you must be the best option for exactly what they’re looking for (and Google makes sure you’ve got the website content to prove it).
  2. Using simple language ensures your consumers will understand what you’re offering, especially if they don’t know anything about your service. Objective website copywriters cut to the chase without getting bogged down in industry jargon (this can be challenging for insiders because it’s difficult to break away from your language comfort zone). Making consumers feel more confident, not stupid, when making a purchase decision is a nod in your favour.
  3. Your website is more than information storage, it is your online sales force. You can use it to inform and help your consumers get what they want—from you. Use the right language to give consumers a reason to get in touch, right now. People are more apt to do something when they’re given some direction and it’s easy for them to do (simple language + one click=mission accomplished).

While you’re thinking about how you can fit professional website copywriting into your budget, remember this: your website copy is not “Rah Rah, look at us!” It’s “Hey, here’s what we do that’s exactly what you’re looking for, let’s talk”.

No confusing BS language that doesn’t tell your consumers anything. Tell it like it is, and if they want what you offer they’ll call; if they don’t, you’d never get their business anyway.

You’re welcome.

Tangible Words does business across Canada and abroad in Australia, and we’ve set up shop in Ottawa too. Contact Alysha to get personalized and professional content management and website copywriting services from people operating in your area.

How Could Your Website Get More Qualified Leads?  This 30-minute Website Sales Health Assessment Will Tell You.

  • Learn 3 ways to increase traffic to your specific website.
  • Understand how to attract and capture more qualified leads.
  • Discover software that will help you track your messages to prospects and customers so you can improve.
47280627-5a79-4f80-99c3-6b319b6ee72f How Website Copywriting Can Get Your Ottawa Business Noticed

Non-Profit Organization Marketing – Reach Your Target Audience

Working in communications for a non-profit organization can be very rewarding. You get to spend your days promoting a cause like your community, your environment, or your health.

Keeping your non-profit organization marketing relevant can be very challenging. You get to spend your days trying to reach a broad audience while overcoming money constraints, and limited staff and time.

Find The Balance Between The Rewards And Challenges Of Non-Profit Organization Marketing. Here’s 3 Ways To Get Started:

  1. Reconfirm Your Target Audience So Your Efforts are Not Wasted

    No amount of great content can combat the apathy of people who truly don’t care about it, so reach those who do. You may think you know your audience because you’ve been doing this for a while or it’s “obvious” the demographic you’re trying to reach. Truth is things change. Renew your organizations’ vision of who your audience really is. Then make sure they’re receiving the marketing materials that you’ve been working so hard to create.

  2. Plan Your Website Content To Meet Your Timelines

    Have you ever sent your newsletter out two weeks late rendering your “news” obsolete? Sending out old news can hurt your future marketing efforts whether it’s on time or not. Regularly scheduled content like e-newsletters, social media updates, or business blogs helps instill audience confidence in your message. Give the impression that your good communication management is a reflection of how well your organization is run.Schedule your content needs just like you would your annual fundraiser to do’s or your board meeting agendas. Content planning prepares you for what messages need to go out and when, letting you dedicate time to organize, write and review it so you can avoid hasty releases leading to embarrassing mistakes.

  3. Get Help From Professional Website Copywriters

    Do you ever feel that your coworkers don’t “get” what you’re doing and how it impacts your organization? Or you don’t have the staff to help you generate the content to keep your marketing active? Getting help to maximize your content not only helps you take control of your marketing needs, it connects you with communication peers who do understand what you’re working towards and the challenges you face.

Content writers, like Tangible Words staff, make sure they understand your organization and use your ideas effectively when helping with writing, planning or organizing your content.  Plus, we understand that budgets weigh heavily on decisions to pay for help outside the organization. Find out what your return on investment is when seeking the help of content planners and writing professionals.

As A Non-Profit Organization Marketer Remember These 3 Things:

  1. You are selling something whether it’s support for an idea, a reason to donate, or a call to action—sales copywriting tools do work for you too.
  2. There’s always competition—get your message heard, repeatedly, so you’re not forgotten.
  3. Small marketing budgets can get the results you need—it’s up to you to choose your communication investment wisely.

Interested in Starting Twitter for Your Organization? Free Infographic

Learn all the steps to get started with Twitter PLUS:

  • What you could start tweeting about;
  • Mastery Twitter tips
  • Glossary of key Twitter terms.
3a76f1bd-fae8-479e-86f6-b559479cbafc Non-Profit Organization Marketing - Reach Your Target Audience

Website Written by a Website Copywriting Company – What’s the ROI?

If you consider yourself something of a writer, you know there’s a difference between “grammar” and “style.” The writing style that should be used in your company website content and business blog is radically different from any style of writing you will have practised before, unless you’re a professional trained copywriter  (which is rare, given the low number of copywriting courses available. Writing for your online audience requires an in-depth understanding of how people read and interact with content online.

You must be able to wield a style of writing that juggles:

  1. SEO-focussed content
  2. Non-academic writing techniques
  3. Copywriting knowledge of how people read
  4. Graphic Text for online skim readers
  5. Benefit-focussed content
  6. WIIFM-focussed language
  7. User-friendly and “sticky” layout of content 
  8. Target audience focussed content
  9. Considerable Sales and Marketing Knowledge

What’s the Return on Investment (ROI) for using a Website Copywriting Company to Write Your Company Messages?

Here’s proof that a qualified website copywriting company can get you the results you want. Tangible Words clients are always looking for their website to be a strategic communications tool, quite often to turn the website into the sales tool it should be.
Yesterday one of our clients, Quinte Economic Development Commission (QEDC) forwarded us an email from a prospect who was entering the sales process through the QEDC site. The prospect was a member of the target audience, and we designed the site’s content architecture and navigation with their needs in mind before copywriting the website content to go with it.

After their experience on the website, the prospect was motivated to contact QEDC – one of the key goals of the site was to increase contact points. Furthermore, the prospect wrote in their email,  “Great website – easy to use”.

So not only did QEDC receive an inbound marketing request for sales contact, but they also created such a positive experience with their target audience through the website’s content architecture that they strengthened the relationship, communicated their values and made an excellent impression on their prospect.

Isn’t that how you want every sales experience to go?

You will too can get a Return on Investment (ROI) by hiring a good Content Marketing company who leads many website redevelopment projects each year and knows exactly which pitfalls  to avoid – like going to a web developer instead of a copywriting company first when you need to revamp your website.

What did we do for QEDC’s website?

Here is the Case Story on “Aligning Your Website Words With Your Company Strategic Communications Goals”. If you aren’t sure how your company can benefit from using a Content Marketing Company or Website Copywriting Team, give us a call (416-779-7407) or take a look at other Case Stories to see services we have provided.

What did QEDC have to say about the Copywriting Process completed by Tangible Words?

Checkout the testimonial from CEO, Chris King – “Tangible Words offered Professional short and long-term strategic communications and content marketing…”



Online Content & Business Social Media Dangers

Someone once said: the best choice is an informed choice.

If you haven’t dipped into social media for business yet, you might be feeling ‘behind the 8-ball’. Maybe you resisted social media because you were nervous about the extra time commitment. Thus, a service that promises to do all your social media in 10 min a day might appeal to you. But buyer, beware.

Do your own research on social media. And never base a purchase on one source information.

3 things to know before you get into business social media 

1. The online content of your messages should be planned. You won’t be able to rely on simply passing on someone else’s content. True social media credibility comes from sharing your unique thoughts.

2. Have a reason for using social media for business. Your content should be based around a definite purpose or social media strategy. Anything else won’t be sustainable, or effective. An example of a social media strategy might be to use it to promote your company name with your keywords. Or to become a thought leader in your industry.

3. Plan to measure your social media. If you can’t measure your ROI (Return On Investment) you’ll at least want to measure your ROE (Return On Energy). No matter how little time you want to spend on social media, it’s still time away from something else. Twitter Counter, Klout and Empire Avenue can all be used for measurement.

Social media is just another way of talking to your prospects. So be informed about what you’re really choosing. Because social media might not be for you, and that’s OK too.