To understand ROI, you have to ask yourself a question
What am I trying to accomplish?
There are many times – during conversations with clients – our PR team gets asked,
“If we move forward with this blogger program, what’s my return on investment going to be?”
To which we usually respond. “Well, that depends on what you’re trying to accomplish.”
- If you’re goal is to drive traffic to a particular web page, then we’ll want to track referral traffic – and base our success on an increased amount of people visiting the page over a determined amount of time.
- If you’d like to increase awareness of a new campaign, then perhaps we’d look at audience numbers and impressions of where a particular news item appeared. And we’ll also want to reach out to bloggers with a larger audience base to share our content.
- If you’d like to have people sign up for a newsletter, then we’d want to incorporate that into a call to action and look at list numbers before and after the blogger program.
There’s so much data out there and available to our fingertips. If you’re not careful, it can be overwhelming. So the best way to measure ROI is to have specific program goals before you get started.