Do you REALLY understand what you’re doing with your marketing? Whether you do it yourself, have someone on your team managing or outsource to an agency, have you stopped and measured exactly how all your posts, adverts, videos and blogs have performed?
Welcome to the world of ROMI, an acronym for Return on Marketing Investment. After your P&L, this could well be one of the most important indices in your business. Indeed, ROMI should directly impact and integrate with your monthly finance figures.

Any business owner and marketer knows that over the past few years it has become more and more tricky to grow and maintain a successful and productive profile online.
There are so many different channels, customer journeys, calls to action, data segments, types of content and user profiles to navigate – and that’s before we factor in ever-changing algorithms and increasing usage of AI in both content creation and targeting of audiences.
Therefore, just blindly continuing to post content onto social media, sending out random newsletters and hoping your website does what it was designed to do is not a rational or sensible approach.
As with everything in life, it is critical that you plan ahead so that you can allocate what resources you have in an efficient manner to deliver the best return. Our suggestion is that you follow these basic steps:
1. Highlight 2 or 3 key business objectives that need to be met. Ideally these should all be SMART goals.
2. Review the different ways that you can achieve these objectives – in terms of resources, marketing, sales, logistics etc.
3. Create defined landing pages or strong pieces of content such as a promotional video to act as a magnet for your various audiences.
4. Decide which channels and what sort of content you will use to drive people to these landing pages. If possible, use UTMs. These are small pieces of code added to URLs that help track where your website traffic is coming from, such as specific ads, emails, or social media posts. This means you can track exactly how people arrived at your website or landing page.
5. Analyse on a daily/weekly/monthly basis the performance of these campaigns and if necessary change them, tweak them or replace them with new ones. Remember, that marketing is seldom a one-hit wonder.
6. Finally, track these campaigns through to sales/sign-ups/registrations to see how effective they are, understand how they are impacting your business financially and ultimately help you see whether you’ve achieved your original objectives in a cost-effective manner. You’ll also be able to measure your ROMI as well as your CAC – Client Acquisition Cost – another very important indicator.
If you are interested in learning more about ROMI, CAC and demystifying the whole science of online marketing, why not come to one of our regular workshops where we can guide you through the process of measuring online performance.
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