A Simple Guide to Marketing ROI [Formula & Examples]

Whenever you launch a new marketing campaign, you should test whether the cost of the project is helping or hurting your company. To determine something's profitability, many marketers look at ROI -- or return on investment. At the most basic level, ROI compares the amount of money you spend on a project with the amount of revenue you gain from it.

Ever wonder why we never saw a third sequel to theJim Carreyclassic,Bruce Almighty？一个主要原因可能是2007年的灾难性ROIEvan Almighty。

A few years after 2003's Bruce Almighty票房超过4.84亿美元，，，，a sequel was made that starredThe Office's史蒂夫·卡雷尔（Steve Carell）。

In 2007'sEvan Almighty，，，，God, played by Morgan Freeman, commands Carell to build an arc like the biblical figure, Noah. The movie's marketing, award-winning cast, and special effects might have seemed promising at the time. But its production costs led to it having the biggest budget of any comedy film at2.5亿美元。After the studio, cast, and crew spent huge amounts of time and money on the film, it only made a dismal$67 millionin its first two weeks of release.

相比之下，有预算的布鲁斯全能slightly over $80 million，，，，made nearly the same amount in its opening weekend.

While this example looks at ROI on an incredibly large scale, the strategy of measuring your returns can be incredibly helpful to marketers or small businesses as they learn which tactics are and aren't worth repeating.

Determining one overall marketing ROI benchmark is challenging because all marketing tactics are different.

When dealing with an online ad strategy like PPC, where ROI data is usually tracked automatically, you might be able to easily see how your ad's return compares to others that are similar. Platforms like Google Ads also have years of extensive data to back up their reported800% ROI基准。

If you're dealing with other strategies, like content marketing, it might be hard to tell if your blog posts, podcasts, or videos are leading directly to a purchase -- especially when the content isn't on or linked directly to a landing page.

实际上，Content Marketing Institute说，确定投资回报率数十年来一直对营销人员感到谜。尽管跟踪URL和其他技术的发明有助于确定内容的成功，但CMI仍然建议从长期的角度看ROI，并考虑到包括观众增长在内的非金融收益。

For most businesses, one good way to set a "good ROI" benchmark for each marketing strategy is to look at the return from similar tactics you've tried in the past, as well as your current sales numbers. That information should help you create ROI benchmarks and goals that are realistic for your company.

When it comes to calculating marketing ROI, here's a simple formula you can follow:

To use the marketing ROI formula, you'll need to identify the following things:

• Number of leads:多少人转换为铅？
• Lead-to-customer rate:What percentage of leads became a customer? If 12 out of 100 leads become a customer, your lead to customer rate would be 12% or 0.12.
• Average sales price:产品的平均价格。如果您偶尔使用折扣或以其他方式更改定价，平均值可能会有所帮助。
• 成本或广告支出：您在创建和促进营销活动上花费了多少？在这里，您可以考虑成本包括广告支出，，，，hourly wages of people who put time into the project，或与生产内容有关的成本。

如果您的数学糟糕透顶，请不要担心。HubSpot客户可以access an ROI calculator在我们的CRM中使用相同的公式编程。

除了看收入,你也可以want to consider other non-financial elements when determining if a marketing strategy is successful. These could include follows or likes on social media, unexpected traffic to your website, or even a sense of increased trust from your customers.

尽管这些事情无法立即提供财务回报，但它们可能会间接提高购买或以后的客户关系。

在这篇文章中，我们将为您提供一些有关如何确定六种常见营销策略的财务投资回报率的提示。我们还将描述一些虚构的小型企业营销场景，向您展示如何使用ROI公式。

营销ROI Examples

Written Content

在我们2018年的入站报告中，我们看到了82％的博客营销人员see positive ROI in their Inbound Marketing strategy.

Although it might cost less to produce a blog post than a video, written content can still cost you time and money. If blogging is part of your marketing strategy, you'll want to calculate time-related costs, production costs, and promotional costs into your total spend. To translate time into a dollar amount,track the number of hours that an employee spent on the project，，，，then multiply that number by their hourly wage.

For example, if a blogger is paid $20 an hour and takes four hours to write a promotional post, your total cost will be $80 in labor plus any costs related to promoting the post.

如果您的博客链接到着陆页，您将需要使用跟踪URL而不是基本的页面URL，因此您可以直接从博客中看到多少访问者来到该页面。

通过跟踪访问，潜在客户和客户转换与博客文章或文章有关，您可以看到策略的效率。如果您正在创建生成ROI的内容，但要意识到写作时间花费的时间太长，您可能需要寻找简化该过程的方法。如果您没有投资回报率，则可能需要对计划进行其他调整，或者对新的营销策略进行调整。

Example

一家专注于与住房有关的案件的律师事务所希望获得更多客户。他们撰写了五篇有关租户权利的博客文章。每个帖子都包含一个跟踪URL，该网址链接到着陆页，潜在客户可以在其中要求免费的法律咨询。

The firm spent $900 paying employees to draft five blog posts and $100 to promote it. The posts result in eight leads -- four of which become clients. The firm made an average of $2,000 per client.

Here's how their ROI would be calculated:

[((8 x 0.5 x $2,000) - $1,000) ÷ $1,000] x 100 = 700%

如果这种回报率对公司有效，他们可能希望继续保持策略。如果他们喜欢该策略但想提高投资回报率，他们可能会尝试创建视频以查看它是否更有效或尝试以更高的频率进行帖子。

Email Marketing

尽管有些人可能认为电子邮件已经过时，但实际上仍然是一个关键的营销工具。实际上，企业可以make $38 dollars for every dollar they spend在电子邮件中。尽管投资回报率可能取决于邮件列表的大小，电子邮件中的广告类型或电子邮件目标的受众，但这种营销策略仍然值得一家公司的时间。raybet电子竞技

虽然您可能不需要在电子邮件中跟踪链接的广告或CTA的生产时间，但您仍然需要跟踪其驱动到网站的流量。就像上面的书面内容示例一样，我们建议using a tracking URL。

Here's an example of how a company might measure ROI of email marketing.

Example

当地的狗日托医疗服务为客户和在其网站上注册的人提供每周的电子通讯。raybetapp一家有机狗食品公司向他们支付100美元，raybet电子竞技以放置一张广告，该广告链接到其最新产品的购买页面。

由于广告与跟踪URL有关，因此狗食公司可以看到它将50个访问者带到了他们的产品页面。raybet电子竞技在这些游客中，有20个将狗食放在他们的购物车中，17种购买了它。ROI公式看起来像这样：

[((20 x .85 x $20) - $100) ÷ $100] x 100 = 240%

在看到他们从新闻通讯中获得了多少钱后，狗食公司可能会继续在每周的电子邮件中投放广告。raybet电子竞技raybetapp他们可能还想向其他与狗有关的电子邮件进行分支。

Video Marketing

一个惊人的83% of marketerssay video gives them strong ROI. But like any type of content marketing, you'll need to spend time and money on producing videos. You might even need to buy or rent film equipment or editing software.

As you script and produce a marketing video,使用这些技巧来负担得起的拍摄。您还需要跟踪人工，设备和促销的总成本。

You should be sure to identify ways that you'll measure your video's effectiveness. For example, if you upload a video to social media platforms, you should包括跟踪网址在导致产品登录页面的文章标题中。这样，您可以看到由于视频帖子而被驱动到页面的访问者。

Example

一家销售AI软件公司正雷&raybet电子竞技#31454;技苹果下载官方版在推出一种新产品，该产品可以在销售过程中自动化许多潮流任务。该公司有raybet电子竞技一个用于演示注册的着陆页，但并没有产生很多线索。他们认为这是因为普通销售人员不了解这种AI技术可以为他们提供帮助。

该团队决定制作演示视频，以展示销售代表该软件的工作原理以及如何帮助他们减少耗时的任务。雷竞技苹果下载官方版该视频在LinkedIn上共享，以及指向演示注册登录页面的跟踪链接。该视频还放在着陆页本身上。

购买视频用品和200美元raybet电子竞技的劳动力来制作视频，该公司花费了300美元。散发后，它导致了五次演示注册，这导致了3亿美元的2,000美元产品。

这是他们的公式：

[((5 x 0.6 x $2,000) - $500) ÷ $500] x 100 = 1,100%

由于他们赚了1,100美元，该软件公司可能会继续制作演示雷竞技苹果下载官方版视频。raybet电子竞技既然他们已经进行了一次性购买耗材，那么他们也无需将这些成本计算成未来项目的投资回报率。

赞助内容

当品牌没有时间或带宽来生产自己的品牌媒体时，他们可能会向另一个人，出版商或公司付款raybet电子竞技创建赞助内容。While staffing someone outside of your office will cost your company money, you might want to think of the extra hours your team will have to do other productive projects if they don't have to create content.

虽然您不需要跟踪自己员工的人工成本，但您将需要使用ROI公式来查看赞助内容的付款方式与您从广告系列中获得的资金相比。

Example:

一家精品店希望宣传他们的新系列夏季礼服，但他们没有时间或设备来制作视频。他们与当地的时尚影响者建立联系，并向她支付300美元，以制作标题为“ 2019年最佳夏季连衣裙”的Instagram视频。

他们告诉影响者将跟踪URL放在她的简历中的在线商店中。她还将观众带到视频标题中的简历。通过跟踪链接，精品店可以看到他们有50次访问。在这些访问中，有30人将一件物品放入购物车中。十个人购买了50美元的礼服之一。

他们使用此公式来计算其ROI：

[((10 x 0.33 x $50) - $300) ÷ $300] x 100 = -45%

因为他们在这方面损失了钱，所以这家精品店可能想摆脱影响者的营销并投资于内部策略。

If they realized they gained more of a social media following, or more traffic than usual, they might still want to continue with the influencer. But to see if they can improve ROI, they might have her post the same video and link on more social platforms to see if gains more traction.

PPC广告系列

每次点击付费，您要为您的广告付款，即使它不会导致销售。谷歌说它的广告客户get a strong ROI，，，，small businesses still waste预算的25％on poorly managed PPC campaigns. After your ad is launched, you'll want to closely monitor ROI and wasted spend to learn from and avoid major losses on an ad.

There are许多工具这可以帮助您监视和管理实时PPC广告系列。您还可以使用我们的ROI公式来查看广告的性能。这是一个示例，向您展示了如何：

Example:

An online gardening store wants to use a PPC ad to spread awareness of a new line of luxury lawn mowers -- which cost $1,000 each.

在他们的第一个竞选活动（未显示价格）上，他们花费了1,000美元。在他们收到的访客中，三个将物品放入购物车中，其中一件是购买的。在下一个广告系列中，他们包括了价格。他们总共花了500美元。在他们的网络访问者中，有12个将割草机放在购物车中，七个购买了它。

To see how the PPC ad's script change impacted ROI, the garden store could use the formula for both campaigns. They could count users who carted the product as a lead.

第一个活动：(((3 x x 1000美元)——1000美元)÷1000美元)x 100 = -$1

Second Campaign:[((12 x .583 x $1,000) - $500) ÷ $500] x 100. = 129.92%

From this comparison, the company is able to see how price transparency can cause more qualified leads to click on the ad. They also might realize that price transparency helps them avoid paying for the clicks of people who can't afford the lawn mower.

付费社交媒体促销

If a company has an audience that regularly uses social media, likeFacebook，Twitter或Instagram，他们可能想考虑提高其中一个帖子，以便在目标受众的新闻源上推广。raybetapp

With most social promotions, you'll be able to set a goal or audience target, a time limit, and a budget. Tracking your ROI can help you determine if the social boost strategy is working, as well as the types of posts that lead to the best return.

Example

生活方式出版物试图获得网络订阅，每月花费10美元。他们决定提供一个月的免费试用，以吸引潜在客户。他们创建了有关Twitter试验的帖子，其中包括导致自由审判页面的跟踪URL。

They boost the post for four days with a budget of $25 per day. In the timespan of the posted boost, they'd received 100 visitors and 20 signed up for a free trial. Of the 20, four become paid subscribers.

这是计算：

[((20 x .2 x $10) - $100) ÷ $100] x 100 = -60%

Because the publication lost $60 and still has to honor the free subscriptions they gave out, they might decide to avoid boosting posts on this platform. If they haven't given up on a boosting strategy just yet, they might try paid promotion on another social platform next time.

Best Practices of Measuring Marketing ROI

在营销方面，确定ROI似乎很棘手。尽管更传统的PPC和社交媒体广告可以提供更具体的收益率，但将硬收入编号与视频和博客等营销内容联系起来仍然可能具有挑战性。

Regardless of which marketing strategy you're using, monitoring the following factors can help you determine if your campaigns are really successful:

• 时间：How much time did it take to create the marketing materials?
• 生产成本：跟踪创建活动所需的供应，服务和软件的总成本。雷竞技苹果下载官方版
• 促销成本：您是否花了任何东西进行促销？如果是这样，请将其添加到您的总费用中。
• Page Analytics:Use a跟踪URLto determine if your content is driving traffic to your product's landing page.
• 非财务回报：您是否获得了任何社交媒体参与，意外的交通促进或竞选活动的其他奖金？如果是这样，这仍然可以帮助您的品牌知名度。

有关与内容相关的ROI的更多信息，请查看此信息分步指南这提供了有关如何跟踪它的提示以及可以帮助您的工具列表。当您获得更多客户时，您可能还想查看此信息图这会介入与出色的客户体验相关的ROI。