I am a stickler for marketing and sales results. Everything we do should be measured, including our social media and social networking efforts. If what we do doesn’t return ROI, we should stop doing it. Of course, to measure ROI, it must first be defined. I define ROI by asking the following questions…
Do our marketing efforts:
- Create great customer experiences as measured by the happiness levels of our customers?
- Result in loyal clients?
- Result in revenues and/or profits?
- Result in leads and referrals?
- Result in getting us noticed?
If marketing results in one or more of the above and is greater than our investment as measured in time and costs, we should keep the strategy and the tactics to achieve that strategy and work to do it better and more profitably. The purpose of this post is to focus on blogging ROI, and to do so please permit me to share my firm’s personal story.
In the first two quarters this year, our blog has delivered ROI in each of the five metrics, specifically in the following ways:
- Two new clients found us through our blog.
- A referral from a fellow blogger led to a new client.
- Four speaking engagements directly linked to either bizsolutionsplus (our blog) or MarketingProfts Daily Fix.
- Loyal and happy readers as measured by their feedback and their frequency of visits.
One additional ROI from blogging that just happened an hour ago and led me to write this post: Today, I received a telephone call from the Publisher/Editor of Gardner Publishing, who was referred to me by her CEO. He read my last post here at the Fix, liked it so much that he shared it with his CMO, who shared it with his staff. With my permission, the article, How to Add 10 New Clients in the Next 12 Months, will be republished in one of Garner’s four-color magazines, which are distributed to B2B manufacturers and suppliers within the auto industry.
Don’t know about you, but my firm can’t afford that kind of advertising. This is the fifth time a publication or another blog has asked for permission to republish one of my posts. (Thanks Ann. I owe you.)
None of the above is about me or my firm. Other blogs are experiencing similar results. I use my efforts to share my first-hand experiences. But this story offers little value if I also don’t share with you how we deliver ROI from bizsolutionsplus and from guest blogging here at the Daily Fix.
Here are the marketing strategies behind our blog:
- We didn’t launch the blog until we identified the readers with whom we wanted to share and reach. In our case, we write for three types of readers–consultants, our clients and our potential ideal clients.
- We remain consistent with our content, focusing on brand development, marketing, communications, public relations, advertising, social media and social networking. On some Fridays, we deviate by publishing something fun.
- We write for our readers, not for ourselves.
- We are always on the search for new directories the blog can be listed in.
- We carefully choose our tags.
- We are faithful to some 50 blogs that we read regularly and, in addition to placing them in our blog roll, we give credit when they inspire us to write something and recognize them when they do good works.
- We review our stats often to identify the most popular posts so we can better meet our reader’s wants and needs.
- We use Twitter to share our post links and to recommend other’s posts.
- And we guest post here because MarketingProfs does everything well and always with its readers and followers first in mind.
We respond to every comment by e-mail and usually also with a comment.
We comment on other blogs, forums and chats as often as we can,
As I hope is obvious from the above, the real ROI of blogging comes in different forms and the “R” in ROI doesn’t always have to mean revenue. Happy blogging.
The visit was useful. Content was really very informative. From http://www.bangalorewithlove.com
Lewis, I do not have time to read the whole post right now (I will later) but our firm has considered the services of more than one blogger here. If our firm has considered it and may yet still do it at some point, then it follows that other firms have actually retained consultants and so on because of their blog posts. Or, at least, the blog posts inspired the initial contact that got the conversation started and then resulted in more business.
I would extrapolate this is also true of non-profits. Their blogs help them get more volunteers, donations, awareness, etc.
I do not have numbers to back this up but I think blogging probably does help people win business and does often have positive ROI.
I look forward to reading your post in full later today…
Neil,
I agree with you Neil. But like anything a business offers, we need to market our blogs, which I view as one of my service offerings. Without content and marketing strategies, we otherwise are winging it.
Great stuff here, Lewis. Even though I don’t have my own blog, and thus far, have blogged only at MP, there are a few things on your list that I can certainly share with clients who do blog.
Thanks!
Elaine,
Glad you can use some of this. That’s why I wrote it.
Lewis,
Really enjoyed this! As a marketing vet who recently took the plunge to go solo, my blog has been super key to getting my company some traction. Why? Not because I use it for shameless plugs, but because I’m (hopefully) providing content that’s of value to the people I want to reach – small business who need a hand with common sense marketing. So I talk about how to do that.
Blogging, for me, is about the spread of great ideas, sharing of information, and connecting to other people that I might not otherwise find. It’s been of immense value because it’s brought me a) work b) personal fulfillment c) great feedback and connections with others in the industry.
No ad, email campaign, postcard or other mass anything would ever be able to give me those kinds of “R”s. Thanks for the great post!
Amber,
It’s wonderful to read your story. I agree completely with your points:
“Blogging, for me, is about the spread of great ideas, sharing of information, and connecting to other people that I might not otherwise find. It’s been of immense value because it’s brought me a) work b) personal fulfillment c) great feedback and connections with others in the industry.”
Congratulations!
I recall that Debbie Weil used the term “ROB,” instead of ROI when referring to blogs. Of course, the term stands for “Return On Blog.”
I have to say a hearty “yes” and “amen” to your remarks. Blogging has been very good to me personally and professionally, resulting in a book being written, speaking opps and new business.
I’m now leading the company I serve as marketing director, Bizzuka, into its own use of blogs. In fact, the company, a CMS platform provider, just built its own blog component and we’ve started a company blog.
Our longer-term strategy is to create a multi-author blog focused on Web design, development, content management and Internet marketing written by Bizzuka staff, many of whom are thought-leaders.
Needless to say, we’re very interested in attaining a significant level of ROB/ROI through it.
I didn’t mean for this to turn into a blog post of its own, but I can’t help but get excited when I think about the potential blogs provide for seeing measurable customer retention and revenue generating results, especially as it applies to SMEs.
Paul,
Your blog post is a significant plus and more than welcome. We need to share these stories to help other businesses understand how they can use blogging to grow their company. Way to go Paul and Bizzuka.
Lewis – great post! Just added a link to your article from my “27 Resources for Evaluating Blogging ROI” article (hyperlink above in my signature).
Andy,
Thanks for sharing your link.
Lewis–great article. As the blog champion at my company, I certainly understand the need to prove its worth over and over again.
I’m curious about how you handle writing for multiple audiences. Our blog is mostly written for our customers at present but we’re working to reach a broader audience of prospective customers. We’ve setup separate post categories and offer easy sorting and RSS channels for the different audiences, as well as having a ‘Thought Leadership’ category that has posts we consider to be generally good ideas or topics for nearly everyone.
I visited your blog and didn’t notice a way to get posts just for the audience I would presume to be part of in your company’s eyes–do you try to write every post to appeal to all three types of readers or did I miss how you segmented it?
Thanks!
Lewis, excellent suggestions. Especially the “define your reader” advice. Writing is so much easier if you know who to talk to. Would you mind sharing the blog directories you’ve found?
Most blogs are a tremendous waste of time and talent. But your column does show the power of random reinforcement — the same strategy slot machines use to get us to pour our money into them.
When you blog you say: 1) I have lots of idle time to waste (known in manufacturing as over-capacity;) 2) I would much rather be a journalist than a marketer; or 3) My ego is so huge that I perceive every thought as one that will change the world.
The rare good blogs are another name for online journalism and/or online publishing. The other 99% are just grafitti on the walls of the Web.
Don’t take time away from your clients or your employers with such scribblings.
Laura,
All three audiences are interested in growing their businesses and most of my posts share ways to do just that using marketing and communications. So, you got it right. We focus on sharing what we know.
Lori,
About once a quarter I do a search for blog directories, and add my link to those that fit my readers’ profiles.
Steve,
I’m a bit confused when you write: “When you blog you say: 1) I have lots of idle time to waste (known in manufacturing as over-capacity;) 2) I would much rather be a journalist than a marketer; or 3) My ego is so huge that I perceive every thought as one that will change the world.”
The first rule of marketing is to communicate to your audiences. That’s exactly what marketing blogs do. What am I missing? What does a marketing blog and journalism have in common, other than communicating and writing? (I spent a my youth and early 30’s as a journalist and more than a few decades now as a marketer. I’m confused.)
Lewis, pay no mind to Steve. He is what we used to call a “troll” back in the Usenet days of the Internet.
I always thought troll had a double meaning. It was a statement about the sort of person who would intentionally provoke someone with no logic and no facts. And it was the trolling idea (like fishing) for a fight across Usenet.
Now, I am sure that there are people who troll blogs for a fight…
Thanks Neil. I was confused to say the least. Don’t want to fight. Not in my nature.
Thanks for the post, a copy is already on my bosses desk. As someone who deals mainly in black and white, ROI is something that he can actually understand. I think it’s really important when pitching new ideas to him that I discuss what it can deliver which you have outlined beautifully.
The earlier post by Steve shows exactly the sort of short term, black and white view that I come up against every day. A blog is an ongoing conversation, building a relationship that may result in business or a referral sometime in the future. You are giving people a point of view and helping to generate ideas and discussion. Potential clients or customers can see what you are about, how you think and what you can offer their business over an extended period of time.
I’m sure this builds trust in you and your business, after all they have heard from you and hopefully talked to you for weeks, months, years… By the time you get the call about a product or project, they already know exactly who you are. What a bonus!
I feel sorry that even though Steve read your post, he obviously didn’t understand what it was saying. Putting efforts into a high quality blog like yours, builds ongoing relationships which will make it easier to generate revenues in the future (when Steve will be slogging his guts out trying to win new business the hard way!)
I do have to agree with Steve that there are a lot of really rubbish blogs out there. My comments refer to the smaller number that actually make a difference to their readers.
Thanks again.
Wonderful!!! All questions that you show in your comment concerning ROI will help me in my job. From now I will check all these questions for making a right ROI analysis where I work. Definetely, those questions are very important and just bring you to the main issue to consider for getting a good ROI. Thank you!!!!
Nigel & Milagros,
I am so happy that this post is helpful to you. Go for the gold!
Lewis, fantastic story with terrific lessons. Thank for for sharing and congratulations!
Good, interesting article. I will be sharing these tips with my clients, who all have blogs (at my insistance all my clients have blogs – it’s the best way for them to share their product and service). SME’s and community groups must participate and get involved in online conversations to get their message out there. The time ‘investment’ is necessary and worth it.
CB,
Right back at you!
Maggie,
Your record with your client’s blogging efforts is impressive. What do you say that “convinces” them?
Thanks Lewis, you very good at providing formulas for doing things right.
I really appreciate these marketing strategies and your definitions of ROI. Currently, I’m working to oversee a blogging campaign for a client. You mention that you regularly post and or comment on others’ blogs. Do you have recommendations on how to get started with blogger outreach? How does one appropriately approach another blogger with requests to post, comment or link to another blog?
Lewis – I say:
1.Blogging does not cost $$$, just time
2.It’s another platform to champion your message/service
3.Only 1% of community actively blog, so you are reaching a wide audience even if you receive very little response
4.It’s a great networking tool
5.It’s 2008 – get on board with social media marketing!
6.Don’t waste my time, if you are not going to include it in your marketing strategy……..
As all my clients have come via word of mouth, I guess they are pleased with their ROI.
Kary,
The simple answer is to start visitng blogs that cover your niche and begin commenting. It a particular post really resonates with you (or your client) write a post about it with your POV and include a link to the original post. If you really like the blog and think your readers will, as well, add it to your blogroll. Hope this helps.
Maggie,
Thanks for sharing your strategy.
Hello Lewis,
I agree we should measure all our marketing efforts, and measure ROI when appropriate, but it isn’t always. Long-term branding campaigns, for example, do not often lend themselves to ROI metrics.
Your definition of ROI wouldn’t begin to pass muster in the finance department, and this is one of the problems we marketers have–a lack of credibility with Finance and the C-suite. We must be rigorous in our measurement standards and use the correct definition of ROI.
There are many good and important metrics we marketers use that aren’t ROI–and I don’t doubt that blogs are a good business-building tool. But let’s be careful to use the term ROI accurately.
Best,
Merry Elrick
I’ve been in marketing/PR for 20 years and I feel like I’ve had my head in the sand, or someplace, for the past few years. I am SO BEHIND on everything. I am in catch up mode and want to start using blogs for PR. I have to justify my time investment to the ROI guys at work … so these posts have been great. Plus, I have to be up and running fast. Is there a blog directory available … do servi ifnces like Cision and Vocus have good blog info? I would also like to hook up with someone who can help my company get up to speed on marketing our own blog.
Merry,
Thank you for your sage comment. I sell to Presidents, CEOs, COOs and CMOs, and they are accepting of the ways I redefine ROI. I never lets boxes created by some executives (especially CFOs) get in the way of innovative thinking. Definitions are designed to be stretched, including defining ROI.
If we worried about how finance and accounting defined growth strategies, businesses would seldom do anything other than conservative sales techniques to grow.
Jess,
For blog directories do an online search. Don’t outsource this simple effort. As for getting help marketing your blog, many of us marketers help clients in that way. I can help you in two ways: 1) Provide a list of marketers that can help you or 2) offer my services.
Lewis,
How does using the correct terminology inhibit innovative thinking? Actually, it may even enhance it. Good creativity is based on solid thinking. It’s hard to think clearly if the definitions of the words we use are unclear.
And yes, we should worry about how finance defines ROI. As marketers we need to understand the financial goals of our enterprise and how we may contribute to them. To do that, we need to have a relationship with finance. And to do that successfully, we need to speak their language. It would be nice if they spoke ours, too.
And you might want to double check with those CEOs, etc. My guess is they’d find you more credible if you used the term “ROI” as they use it.
Best, Merry
Merry,
I have no interest in engaging you in an argument about definitions. We base our knowledge on our experiences. My experiences as a corporate manager and VP of Marketing in Fortune 500 companies and mid-sized ones tell me that ROI is not as narrowly defined as you imply.
I never met a CEO, COO or CMO who measured ROI only in dollars and cents. And I never met a CFO, some of whom I wrote their speeches, measure it that way either. In addition, I never had a budget regected or reduced. And I have for 20 years been measuring ROI muuch in the same ways that I point out in this post, as do my current clients.
Guess we have had different experiences.
Lewis,
I don’t doubt you’ve gotten great results for your clients. But what you’re measuring, while it may be perfectly valid, is not ROI. ROI is a financial term expressed as a percentage of the initial investment. And, as I mentioned, it’s not always an appropriate metric to use when it comes to long-term marketing efforts.
I admit I’m on a bit of a crusade to get marketers to use the term accurately because I believe we marketers will be more credible when we do. That’s why I wrote a book about it, The Truth about B2B Marketing ROI, just published by IABC (International Association of Business Communicators).
If you read it, I bet you’d see our experiences aren’t that different.
Best, Merry
If I may, Merry. ROI can be many things – as AMA can be American Marketing, Management or Medical Association. Which one it is depends on context – and content.
How about return on involvement? Could it also be return on influence?
In the new world of marketing (much of which is uncharted territory), metrics such as customer to customer conversations, brand sentiment and net promoter score are soft measurement that can become as hard as profit is.
The great news is that there is not one exact answer. There are building blocks. Data alone means nothing without stories and interactions, which in turn do little sans products (services). Ultimately what we seek are connections and those do not happen in a vacuum.
Fabulous news about the book, congratulations.
Absolutely, Valeria. Context and content are critical, and in this case, I believe that ROI referred to Return on Investment. Perhaps not?
In any case, you are so right that there’s more than one metric that marketers should look at..I talk about that in my book too!
Thanks Valeria. Best, Merry
Valeria,
Thank you for adding some clarity. Appreciate it. To add to your point, qualified leads is a metric we have used for decades that leads to a different number than after it is handed over to sales. I would argue that both are equal in weight.
Merry,
Best of luck with your book.
If I could add my point of view to this discussion, I agree that ROI depends very much on the context it is being used in.
I agree with Merry that Marketers need to be much more savvy when it comes to financial measures and be able to discuss projects with the finance department in their own language. However, I also believe that the metrics used don’t need to be purely financial.
Setting clear objectives for a marketing campaign will also set the criteria for the return. If your objective is an increase in website hits, newsletter subscriptions or downloads, that is the Metric to measure as a Return on Investment. If you are looking to generate sales leads or enquiries, that again is the measure to use.
If you are looking at building long term relationships, concentrating on improving customer satisfaction and increasing customer lifetime value, you are going to be disappointed by short-term, measurable financial returns (and would not be able to justify a number of very successful marketing campaigns).
So called ‘Soft’ Metrics do make a difference and can be understood by CEOs, COOs and CMOs (give them some credit!). It’s important to clearly justify that your objectives are sound and will contribute towards long term customer value, making them a more appropriate measure of ROI.
Obviously, this is only my opinion and I certainly respect yours. I think that it’s good to discuss different points of view – without necessarily changing anyone’s opinion on the subject. I’m sure that reading your book would probably clarify your position further, so good luck with that.
Nigel
Nigel, your opinion is a good one, in my opinion! You are so right when you say objectives determine the criteria for the return. Not everything needs to be measured in ROI, nor should it. First and foremost–did we meet our objectives?
Best, Merry
Nigel,
Excellent points! Thank you for adding to this discussion.
Some of our blogs have recently received some attention from Dell. We posted a blog describing Dell’s strategy of responding to all postings regarding their business and products. And, as promised, Dell responded to each of them…in a very timely matter, I may add. We liked getting a one-on-one perspective from Dell regarding their blogging strategy and its purpose, like this one from bpearsonatdell: “We want to have conversations with our customers where and when they want to have them and we want to listen and learn from our customers, which we do in our forums and blogs. Enjoyed your post.”
Katie,
Thanks for sharing Dell’s response. They do seem to be doing it right.
@ Lewis Green. If you would know the company names of the blog readers, you would be able to generate even more leads from your blog.
You can track each company and their different visitors to qualify these companies as lead of not. Then contact each company.
Cold calling on “warm” companies.
Great post. We’ve experienced similar “returns” from our blog as well. The only thing missing from your discussion is: what is the “I” what do you use to calculate the investment you make? For me $250/hr, it averages about $500 a day — which enables us to calculate whether it’s worthwhile compared to exhibiting at a trade show, or sending out a direct mail piece.
As we found the Real ROI of Blogging interesting we discussed it in our blog too.
We mainly looked into the investment to be made.
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