Positive ROI doesn’t always come from a monetary return. A good reputation can get you better business than all your clients combined if you maintain it perpetually. This is just an illustration, but you get the idea: that which acts as a true return on what you invested need not be strictly financial. Three additional managed services marketing features you can use to gauge ROI include:
1. Engagement with Content
In your managed services marketing, you should provide content which engages readers. There are things you can do to demonstrate engagement. Here’s a hypothetical: you might have a link that readers can click to achieve something your content speaks about. How many clicks compared to traffic and associated bounce rate can help demonstrate engagement. When you know how clients are engaged with you, and what stimulates them, you can produce content which is better aligned to their interest. The ROI in this scenario is data.
2. Level of Traffic on Your Site
Increased traffic is itself a form of ROI. Statistically, an increase in traffic will likely yield an increase in clientele. However, this is only the cause if relevant traffic is funneled to your site. If a bunch of people shows up because a similar business used the wrong URL in a hyperlink, that’s not going to benefit you. Engagement can help reveal if non-bouncing traffic is relevant. Ideally, content should increase relevant traffic.
3. The Level of Leads You Generate
An increase in leads is basically an increase in the “cream” of the “crop”. The “crop” in this case is your traffic. Leads are which levels of that traffic which have the highest likelihood of conversion. The more leads, the better. Ideally, your content should be optimized such that it can increase leads.
Your managed services marketing should certainly focus on financial ROI, but it’s important not to forget other profitability streams, as well. Lead generation, traffic increase, and engagement are legitimate kinds of ROI to seek.