ROI is a powerful term known to many as the Return on Investment. However, a powerful marketing strategy will focus on other non-monetary returns, such as the ROI – Return on Impressions and the ROE – Return on Engagement. These two have important soft metrics that you can’t ignore because they can help enhance the output of your marketing content.
Understanding What the Return on Impressions Is About
To get a full understanding, a Return on Impression can tell an organization one of two things about their readers. It can give a hard metric, which is the number of views for the content. It can give a soft metric, which are the perceptions readers have about the content.
For marketers, they may be familiar with the term “impressions” based on online advertising. For instance, if they pay for an ad, they can track the views and leads from that specific ad. However, impression based content marketing is a worldwide experience because the content is shared and discussed among a wide range of targeted and non-targeted audiences.
The Benefits of Return on Impressions
With impression content marketing, you see the value in your content based on how many people view, share, and discuss the content. Once your readers start to share your content, you are starting to grasp the concept of the soft metric – perception.
This is because you will see how your readers receive your content and what they choose to do with it. This can affect how they feel and view your brand. This directly affects your marketing efforts and the success of your campaigns. Return on Impressions conveys if your content marketing strategies are effective or not.
You won’t be able to see a person’s emotions, but you can monitor their conversations to get a firm grasp of what they feel about your organization. This can affect your business’s success.
The Return on Engagement Breaks Down Your Readers Perception
Another important metric is the Return on Engagement. This focuses purely on content sharing. A high percentage of the success of your marketing strategy rests solely on your reader’s engagement.
You need to do more than just know how many people have viewed or shared your content; you need to know how they are engaging with their social peers of your content. The Facebook likes, Twitter re-tweets, and Pinterest re-pins are important. The ROE lets your organization know if your marketing dollars and time are worth the effort.
Why the Return on Engagement Important
We all know the old saying that any publicity of your brand or organization is good marketing. It gets people thinking of your organization. However, not all buzz can be good when you look at it from a marketing content standpoint.
People take to heart what their friends, family, and colleagues recommend to use or avoid. Word of mouth is a powerful marketing piece. So, if the perception of your brand is negative, it can break your brand.
You need to have a customer loyalty in order for your brand and business to grow. The return on engagement can actively show you how your content strategy is building your customer loyalty. This is the soft metric of the return on impressions – your customer’s perception of your brand and organization.
A traditional Return on Investment is not enough to focus on. Sure, understanding where your marketing dollars are going and what you are getting is important. But understanding why it’s benefiting or not benefiting your brand is equally as important.
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