Your agency could offer a piece of critical information on the return-on-investment (ROI) for specific marketing strategies.Small business owners are still struggling to cope with the effects of the pandemic. It is crucial to demonstrate how your agency can provide value to clients.Your agency will help your clients navigate the new normal and its implications for their marketing efforts.This article will explain three methods that agencies can use to measure marketing ROI.
How clients should measure ROI
Businesses must understand which marketing activities are driving the most leads online. Although there are many free website analytics tools, they cannot track specific referral sources, especially when it is about inbound phone leads.
Your clients will be able to allocate their marketing budgets to the most efficient strategies by knowing the exact sources of the leads. Understanding the basis of their most qualified leads allows your clients to spend more time with high-converting leads. This can also ensure that your agency provides valuable data that could lead to a renewal contract.
What is the importance of measuring ROI? A study by CallRail shows that small businesses enjoy working with agencies that do the following:
-Review analytics with their partners (46%)
-Call tracking can demonstrate the effectiveness of specific strategies (39%).
-Help SMB owners to understand their customers (31%).
-Transparency in ROI (31%)
-Increase the quality of leads (26%)
-Create a positive ROI (23%)
These survey responses are a compelling tale when taken together.
Agencies who go above and beyond the usual engagement parameters are sought after by clients. We will give you the tools necessary to create content and give clients the ability to measure performance to make informed decisions about where to invest or pivot.
1. SEO’s ROI can be measured
Most businesses understand how important it is to incorporate search engine optimization (SEO) into every aspect of your marketing plan, from content and website to online ads.Studies show that search engines drive more than 50% of web traffic to websites across most industries, and Google brings in eight times as much traffic as all other social networks combined. This is logical considering Google holds 92% of the global search engine market share.
2. Track SEO Strategy Results
You have many options to track the success of your SEO strategies.
Start with SEO tools such as Ahrefs or Semrush that track changes in keyword rankings, inbound links and overall website authority score. These tools will provide insight into how your SEO efforts have increased your visibility in search results for top keywords.
3. Track conversions
Small businesses can use Google Analytics to determine if the organic search is driving traffic that converts. HTML93% of small business owners report spending time on their website analytics to identify the best marketing strategies.
You can use the Channels report, Acquisition > all Traffic to compare organic search traffic with direct, referral, social and paid search traffic.The Source/Medium report will show you which search engine drives the most traffic to your site and converts the most. Most businesses will see traffic from search engines such as Google and Yahoo.
4. Call Tracking Software
Although you can get some guidance from Google Analytics, there are still many blind spots. It would help if you didn’t solely rely on the information provided by this tool.This includes keywords that led organic search users to your site and how many people called your business after finding it in organic searches.Agencies can show the effectiveness and value of specific SEO strategies by using call tracking software. An example is that you can attribute the keyword used in a search result by a qualified lead to creating an SEO strategy that targets the keywords most likely to convert.These are some of the questions that can be answered by call tracking and marketing analysis software:
What are qualified leads looking for?
Which questions are most frequently asked by qualified leads?
What are the pain points qualified leads to wanting to address?
Small business owners can answer these questions. You can help them create more content to get qualified leads, address their most pressing questions and solve their problems.
5. PPC ROI Measured
Pay-per-click (PPC) is a popular way for small business owners to invest in ad campaigns. However, they need to know which ads receive the most clicks, and they must know which keywords and ad campaigns result in the highest number of phone calls to their website or submissions via the form.