A Simple Guide to Marketing ROI [Formula & Examples]

每当您启动新的营销活动时，都应测试该项目的成本是在帮助还是伤害您的公司。raybet电子竞技为了确定某事的盈利能力，许多营销人员会考虑ROI或投资回报率。在最基本的层面上，ROI将您在项目上花费的钱与您从中获得的收入数量进行比较。

Ever wonder why we never saw a third sequel to the金凯瑞classic,布鲁斯全能？一个主要原因可能是2007年的灾难性ROIEvan Almighty。

2003年的Bruce全能者几年票房超过4.84亿美元，，，，a sequel was made that starredThe Office'史蒂夫·卡雷尔（Steve Carell）。

In 2007'sEvan Almighty，由摩根·弗里曼（Morgan Freeman）扮演的上帝命令卡雷尔（Carell）建造一个像圣经人物诺亚（Noah）这样的弧线。这部电影的营销，屡获殊荣的演员和特殊效果似乎很有希望。但是它的生产成本导致它拥有任何喜剧电影中最大的预算$250 million。工作室之后，演员和工作人员在电影上花费了大量时间和金钱，这只是令人沮丧$67 million在发布的前两周。

In comparison, Bruce Almighty, which had a budgetslightly 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，内容营销学院说，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。

对于大多数企业而言，为每种营销策略设定“良好ROI”基准的一种好方法是查看您过去尝试过的类似策略的回报以及当前的销售数字。该信息应帮助您创建对公司现实的ROI基准和目标。raybet电子竞技

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

要使用营销ROI公式，您需要确定以下内容：

• 线索数：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。
• Cost or ad spend: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，，，，or costs related to producing content.

If you're terrible at math, don't worry. HubSpot customers can访问ROI计算器programmed with the same formula in our CRM.

除了查看艰苦的收入外，您可能还需要在确定营销策略是否成功时考虑其他非财务因素。这些可能包括社交媒体上的关注或喜欢，您的网站意外流量，甚至对客户的信任感增加。

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。

In this post, we'll give you a few tips on how to determine financial ROI for six common marketing strategies. We'll also describe a few fictional small-business marketing scenarios to show you how to use the ROI formula.

营销ROI示例

Written Content

在我们2018年的入站报告中，我们看到了82% of marketers who blog在其入站营销策略中查看积极的投资回报率。

尽管制作博客文章的成本可能比视频要少，但书面内容仍然会花费您时间和金钱。如果博客是您的营销策略的一部分，您将需要计算与时间相关的成本，生产成本和促销成本，以纳入您的总支出。将时间转换为一美元金额，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。

例子

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。

该公司花了900美元支付员工来起草五个博客文章，并$ 100来推广它。这些帖子导致八个线索 - 其中四个成为客户。该公司平均每位客户赚了2,000美元。

Here's how their ROI would be calculated:

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

If this rate of return works for the firm, they might want to continue the strategy as is. If they like the strategy but want to increase the ROI, they might try creating a video to see if it's more effective or try to churn out posts at a higher frequency.

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，企业可以每花每一美元赚38美元在电子邮件中。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

While you might not need to track production time for a linked ad or CTA in an email, you'll still want to be tracking the traffic it drives to your site. Like the written content example above, we suggestusing a tracking URL。

这是公司如何衡量电子邮件营销ROI的一个示例。raybet电子竞技

例子

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%

After seeing how much money they gained from the newsletter, the dog food company might continue to place ads in that weekly email. They might also want to branch out to other dog-related emails.

Video Marketing

A whopping83% of marketers说视频给了他们强大的投资回报率。但是，像任何类型的内容营销一样，您需要花费时间和金钱来制作视频。您甚至可能需要购买或租用电影设备或编辑软件。雷竞技苹果下载官方版

As you script and produce a marketing video,use these tips to film it affordably。You'll also want to keep track of the total cost of labor, equipment, and promotion.

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in the post caption that leads to the product's landing page. This way, you can see how many visitors were driven to the page because of the video post.

例子

销售的人工智能软件公司雷竞技苹果下载官方版推出一个新职业raybet电子竞技duct that automates many menial tasks within the sales process. The company has a landing page for demo signups, but they haven't generated many leads. They think it's because the average sales person isn't understanding what this AI technology can do to help them.

The team decides to make a demo video to show sales reps how the software works and how it can help them cut down on time-consuming tasks. The video is shared on LinkedIn along with a tracking link to the demo signup landing page. The video is also placed on the landing page itself.

It cost the company $300 to buy video supplies and $200 in labor to produce the video. After it was circulated, it resulted in five demo signups which lead to three purchases of the $2,000 product.

Here's their formula:

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

Since they made $1,100, the software company might continue making demo videos. Now that they've already made a one-time purchase of supplies, they also wouldn't need to calculate that cost into ROI of future projects.

Sponsored Content

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。当您在办公室外配备某人会花费您的公司钱时，您可能想考虑一下，如果您不必创建内容，则团队将不得不做其他生产项目。raybet电子竞技

While you don't need to track labor costs of your own employees, you will want to use the ROI formula to see how the payment for the sponsored content compares to the amount of money you gained from the campaign.

例子：

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。

They tell the influencer to place a tracking URL to the online store in her bio. She also directs viewers to the bio in the video's caption. Through the tracking link, the boutique can see that they've gotten 50 visits. Of those visits, 30 people put an item in their cart. Ten purchased one of the $50 dresses.

他们使用此公式来计算其ROI：

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

Because they lost money on this, the boutique might want to move away from influencer marketing and invest on in-house strategies.

如果他们意识到自己获得了更多社交媒体的关注，或者比平时更多，那么他们可能仍然希望继续与影响者在一起。但是，要看看他们是否可以提高投资回报率，他们可能会在更多的社交平台上发布相同的视频并链接，以查看是否获得更多的吸引力。

PPC Campaigns

每次点击付费，you're paying for every click your ad gets，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 area number of tools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：

例子：

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.

On their first campaign, where the price isn't shown, they spent $1,000. Of the visitors they received, three placed the item in their cart and one made a purchase. In the next campaign, they included the price. They spent a total of $500. Of their web visitors, 12 placed the lawnmower in a cart and seven purchased it.

的PPC广告脚本改变我mpacted ROI, the garden store could use the formula for both campaigns. They could count users who carted the product as a lead.

First Campaign:[((3 x .33 x $1,000) - $1,000) ÷ $1,000] x 100 = -$1

第二个活动：[((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.

社交媒体Promoti支付on

如果公司有raybet电子竞技经常使用社交媒体的受众，Facebook，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.

例子

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.

衡量营销ROI的最佳实践

When it comes to marketing, determining ROI can seem tricky. While more traditional PPC and social media ads can provide more specific rates of return, it can still be challenging to link hard revenue numbers to marketing content like videos and blogs.

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

• 时间：创建营销材料需要多少时间？
• Production Costs:Track the total cost of supplies, services, and software needed to create the campaign.
• 促销成本：Did you spend anything for promotion? If so, add that to your total costs.
• 页面分析：用一个tracking URL确定您的内容是否正在吸引产品的登录页面。
• Non-Financial Returns: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step-by-step guidethat offers tips on how to track it and a list of tools that can help you. As you gain more customers, you might also want tocheck out this infographic这会介入与出色的客户体验相关的ROI。