{"id":87384,"date":"2017-09-15T16:00:41","date_gmt":"2017-09-15T15:00:41","guid":{"rendered":"http:\/\/www.smartinsights.com\/?p=87384"},"modified":"2017-09-15T16:17:04","modified_gmt":"2017-09-15T15:17:04","slug":"can-prove-roi-marketing-top-challenges-facing","status":"publish","type":"post","link":"https:\/\/www.smartinsights.com\/managing-digital-marketing\/planning-budgeting\/can-prove-roi-marketing-top-challenges-facing\/","title":{"rendered":"Can you prove the ROI of your marketing? Here are the top challenges we’re all facing."},"content":{"rendered":"

Chart of the day:<\/em> Reporting the ROI of Social and Content Marketing proving difficult for marketers<\/h2>\n

As marketers we are constantly juggling more projects than seems possible at times - \u00a0planning\u00a0the next campaign, delivering the current one as well as all the BAU activity of Email, Automation, Social, linking with the sales team and meeting...oh the meetings. It can feel like your in a whirlwind even with the most well thought out plans\u00a0but one of the most turbulent times can be when you need to report on the ROI of particular activities. How do you find the right data? Is it accurate? How should your present it? It's hard.<\/p>\n

In a recent survey, TrackMaven asked marketers from 19 different industries what they were finding the most challenging when attempting to prove the ROI of their marketing. Of the many options, they could choose from attributing social and content to revenue leading the pack, followed up by aligning KPIs with overall business goals and attributing.<\/p>\n

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Proving the ROI on your investment in content production has always been particularly\u00a0tricky to measure as\u00a0all the analytics platforms (Google Analytics\/Adobe Analytics) focus on reporting by channels e.g. Email, Paid Search, SEO etc. Even using the most sophisticated\u00a0attribution\u00a0models will not tell you if it was worth spending your marketing budget on a new long-form\u00a0blog post or ebook.<\/p>\n

That being said it is possible if you have a few things in place first:<\/p>\n

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  1. An analytics platform (e.g. Google Analytics) configured to report campaigns<\/li>\n
  2. Tracking codes added to all you marketing activities utilizing\u00a0your content e.g. UTM codes<\/li>\n
  3. A custom dashboard for reporting on your content<\/li>\n<\/ol>\n

    If you have all three of these you will be able to report\u00a0on the impact of each\u00a0piece of content has had on each marketing channel from impression through the click and lead to the final sale and beyond via combining your\u00a0campaign\u00a0report and your financial\u00a0reports.<\/p>\n

    These challenges can all be conquered but it requires you to take a step back from your marketing production line, discover the right KPIs for your business and utilize the tools you and\/or configure some new tools to fit your needs. It can be painstaking at the time to get it all working and be accurate but once it's all working proving the ROI on your activities should take minutes.<\/p>\n