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Evaluating Retail Content Marketing ROI

Techniques and tools to help you proveContent Marketing Effectiveness

Blueleaf DigiBix January 22nd 2015

Dr Dave ChaffeySmartInsights.com

Digital marketing strategy advice

2@DaveChaffey

About Dave Chaffey

• Ecommerce consultant/trainer since 1997

• Author of 5 bestselling marketing books• Editor of SmartInsights.com - a

marketing advice site with Expert (Pro) members in over 80 countries using our planning guides, templates and online courses to improve results.

3@DaveChaffey A history of content marketing

How do you prove blog contribution?

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Why content marketing matters

Q. Do you have a blog?Q. Is blog traffic ‘significant’

Q. How effective is Content Marketing ROI

Source: Similar Web

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Use Buzzsumo, Socialcrawlytics to show which content gets shared?

Smart Insights: Content sharing tools

7@DaveChaffey Source: Olivier Blanchard: Social Media ROI

But why?Our blog is getting

mad hits, Jack!And we have 30,000 followers

on Twitter now!

I’m sorry, son.If your Social Media programme

is generating revenue, we aren’t

seeing it. We need to allocate resources where we can

make money.

It’s just business

8@DaveChaffey

ROI =

(Gain from investment – Cost of investment)

Cost of investment

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5 Essential Content Value techniques

1. Volume - Set up Analytics Segments 2. Page Value e.g. for blog posts 3. Revenue per visit e.g. SEO, AdWords, Social 4. Attribution e.g. Google Analytics, Kissmetrics 5. ROI calculations

Need to consider value of blog and social media across the customer lifecycle, i.e. Smart Insights RACE inbound funnel

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n Searches% Brand

ReachAwarenessand visits

Uniquevisitors

Bouncerate

Revenueper visit

Page views/visit

ActInteractionand leads

nLeads%

Conversion to lead

Goal value

per visit

Average order value

ConvertSales and

profit

nSales%

Conversion to sale

Sales value

n Brandmentions

EngageLoyalty and

advocacy

% active customers

% Customerconversion

% existing

sales value

Volume Quality Value

Creating a simplified RACE dashboard

Source: Smart Insights: RACE Planning Framework

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Search and Email FAR more important than social for most retailers

Source: Smart Insights blog

“Forrester: Facebook and Twitter Do Almost Nothing for Sales”

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Segmenting your audience in Google Analytics

(Advanced) Segments = Powerful! Isolate one type of audience /

promotion to showtheir contribution

Visits to blog – prompting sale New visits to blog SEO prompted visits Smartphone visits

14@DaveChaffey Source: Smart Insights: Content Distribution Matrix

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Use assisted conversionsGA Multichannel funnels

Source: Design Damage

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Counter the social media / content marketing backlash!

“The theory that people want to engage with brands online and share their enthusiasm with their friends and that their friends will share their enthusiasm with other friends through social media channels has turned out to be an infantile fantasy”

Source: AdRants

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