Having done digital content marketing with social media, blogging, and advertising on Google Adwords, tracking content marketing ROI is NOT an easy thing and could take as much or more of your time than creating the actual ads themselves. For those that do not understand ROI, it stands for “Return On Investment.”
Let me be clear, no one has been able to nail down the perfect ROI and with walled web platforms like Facebook and Google SSH search results, it is getting harder to do. That being said, the infographic below is a good start and we try to translate some of it for churches and ministries.
Here are some key points from the infographic on doing your best for finding your content marketing ROI.
- You need to understand web interactions. For churches, reach is the same, but act, convert, and engage may be different. What does it mean to “act and convert” with people that may come to your church? And is engaging digitally enough to justify digital marketing practices by your church?
- What are you valuing online? People in the pews on Sunday, attendance at missions events, salvations, or simply people that share the Gospel online? Can you start to put a price on what that goal is worth? If so, we can start to make our own investment and profit lines. But what is provided can translate somewhat.
- Understand that brand recognition is half the battle. That might be your first goal, but it will be an objective at all times, with all digital marketing. Keep pushing for money, time, and energy towards it!