Brand Marketing ROI and Impact: 5 Metrics You Need to Measure
Return on investment (ROI) is an essential marketing KPI. You need to know that the money and time you’re putting into campaigns is worth it. Yet it’s so challenging to report on when you’re looking at omnichannel strategies.
You can simply state that you spent so much on marketing over a particular period of time, and during that time you brought in double that amount—fantastic: An ROI of 100% or $2 for every $1 spent.
However, sometimes marketing impacts customer lifetime value, demand generation, and creates leads that are simply on a longer journey — making ROI a tough cookie to crumble. Here are five metrics that should feed into your marketing ROI calculations for the most accurate analysis and insights.
1. Brand Sentiment
Brand sentiment means how customers, clients, and potential leads feel about your company. Analyzing brand sentiment is like getting a vibe check for your business — are you positive and outgoing or closed off and unapproachable?
Finding out requires digital tools that sift through any mentions of your brand to pick out patterns and trends. This analysis helps you hone marketing to address any concerns and shift perceptions accordingly.
2. Website Traffic
An oldie but a goody, knowing how many people visit your blog, social media, and business website helps you understand what’s working and what isn’t. Utilize the many tools available to improve your website ranking and monitor and measure the impact changes have.
3. Client Acquisition Cost (CAC)
CAC is how much it costs you to acquire each client. It’s a critical metric, particularly considering that on average, B2B acquisition costs have risen 60% in the last five years. Comparing your CAC against your clients’ lifetime value (CLV) can help ensure you’re investing in the right target audience.
4. Campaign Attribution
When you understand which aspects of your campaigns drive the most demand, you can allocate more of your marketing budget to that area. Understanding attribution can be complex, but if you can allocate specialists or tools to the task, you can make serious efficiency and cost optimizations.
5. Client Satisfaction
Happy clients are likely to partner with you again. Tracking your satisfaction scores is a vital metric for providing a holistic overview of your brand’s overall impact and should factor into your overall ROI scores.
Final Word
Data-driven marketing requires constant monitoring of what you do and the impact it has. The benefits can’t be overstated — use the results from your analysis to hone highly focused campaigns and shift into adjacent markets, creating continuous, sustainable growth. Find out more about how we support tech startups with their marketing challenges. Book your free 15-minute introductory call and speak to a member of our team.
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