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MEASURING ROI (RETURN OF INVESTMENT)
ROI: Profit earned from investment in marketing or advertising
 What is ROI? ROI stands for Return on Investment. The definition of ROI is the total profit
earned from an investment. In terms of Marketing and Advertising, Return on Investment will
look at a total investment into business costs and Marketing campaigns and look at the
return of revenue while factoring in other costs.
 It is important to monitor and compare your ROI so you can see how your ads are
performing through Google Ads, Microsoft Advertising, Facebook Ads, Twitter Ads,
LinkedIn Ads, and more. In addition, you can look at your investment into Marketing in
terms of Social Media Marketing, Email Marketing, and Search Engine Optimization
(SEO).
 Example: Surfside PPC runs an advertising campaign. I spend 10,000 on advertising,

5,000 on costs, and drive 20,000.
What is my ROI?
ROI = (Revenue - Costs) / Costs x 100%

Revenue: 20,000
Costs: 15,000
ROI = 33.3%
DEVELOPING CONTENT, Ads and COMPREHENSIVE STRATEGY
 A content strategy is a plan in which you use content (audio, visual, and/or written) to
achieve your business goals. A successful content strategy will attract your target audience at
every stage of the funnel and keep them engaged even after a purchase.
1. Who will be reading your content?

Just as your business might have more than one type of customer, your content strategy can
cater to more than one type of user.
Using a variety of content types and channels will help you deliver content that's tailored to
each persona.
2. What problem will you be solving for your audience(s)?

A sound content strategy supports people on both sides of your product: those who are still
figuring out what their main challenges are, and those who are already using your product
to overcome these challenges.
3. What makes you unique?
Maybe your main asset is that your company has been established for many years. Or
perhaps you have a unique brand voice that makes you stand out from your competitors.
4. What content formats will you focus on?

Once you identify the best formats, start creating a budget to assess what resources you can
allocate to execute this strategy.
5. What channels will you publish on?

This, again, will reflect where your audience lives. If your audience prefers long-form video
content, you may opt to publish your content on YouTube. If you have a younger audience
that likes quick content, you may opt for TikTok and Instagram.
6. How will you manage content creation and publication?

Today's content strategies prevent clutter by managing content from a topic standpoint.
When planning a content editorial calendar around topics, you can easily visualize your
company's message and assert yourself as an authority in your market over time.
How to Create a Content Strategy Framework

1. Define your goal.
Know your goals before you begin planning, and you'll have an easier time
determining what's best for your strategy.
2. Conduct persona research

If you're an experienced marketer, your target may have changed. Do you want to
target a new group of people or expand your current target market? Do you want to
keep the same target audience? Revisiting your audience parameters by conducting
market research each year is crucial to growing your audience.
3. Run a content audit.

Figure out what you can do differently in the upcoming year and set new goals. Now
is a great time to align your team's goals with the rest of your organization's goals.
4. Choose a content management system.

A few vital parts of content management include content creation, content
publication, and content analytics.
You want to invest in a CMS to create, manage, and track your content in an easy
and sustainable way.
5. Determine which type of content you want to create.
There are a variety of options out there for content you can create, from written
content like e-books and blog posts to audio content like podcasts.
6. Brainstorm content ideas.

it's time to start coming up with ideas for your next content project.
TYING SOCIAL TO BUSINESS GOALS

 Use social media to market your business and connect with your customers.
 Benefits of social media for business
Social media can help you engage with your customers and find out what people are
saying about your business. You can also use social media for advertising, promotional
giveaways and mobile applications.
 Social media can help your business to:
 attract customers, get customer feedback and build customer loyalty
 increase your market reach, including international markets
 do market research and reduce marketing costs
 increase revenue by building customer networks and advertising
 develop your brand
 exchange ideas to improve the way you do business
 recruit skilled staff, for example through job networking sites like LinkedIn
 increase traffic to your website and improve its search engine ranking
 keep an eye on your competitors.
 Disadvantages of social media
Social media may not suit every business. If you launch your social media presence
without planning, you could end up wasting valuable time and money.
 Disadvantages of social media include:

 needing additional resources to manage your online presence
 social media is immediate and needs active daily monitoring
 you may get unwanted or inappropriate behaviour on your social media site
 the risk of getting negative feedback, information leaks or hacking
 the risk of having false or misleading claims made on your social media (by
your business or a customer). These claims can be subject to consumer law.
For example, if a customer or fan posts misleading or deceptive information,
particularly about competitor products or services, you might receive a fine.
To avoid the risks, have a social media strategy with policies and procedures
in place before you start.
TRACKING RESULT EASILY
 Social Media analytics can help you determine who your audience is and what they
want to see from you. Using tools to track your social media engagement can help
recognize trends that shape strategy.
 Because some digital marketing tactics take time to pay off, like SEO, tracking your
results over time will give you better insight into whether your efforts are helping you
reach your goals or whether they’ve stalled out and need to be reworked.
UNDERSTANDING PERFORMANCE ACROSS SOCIAL MEDIA CHANNELS
 Social media performance is basically how your page has been performing, the rate of
engagement you’ve received, how much it has been shared, and what kind of progress
you have had. You get to know how your social media performance is and how you can
improve it to do better.
 Social media metrics are important because they prove you can measure how successful
a campaign is, how well your social strategy is performing, and ultimately if you will
have an impact on your overall business

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MEASURING ROI (RETURN OF INVESTMENT)

ROI: Profit earned from investment in marketing or advertising

 Example: Surfside PPC runs an advertising campaign. I spend 10,000 on advertising,

ROI = (Revenue - Costs) / Costs x 100%

DEVELOPING CONTENT, Ads and COMPREHENSIVE STRATEGY

1. Who will be reading your content?

2. What problem will you be solving for your audience(s)?

4. What content formats will you focus on?

5. What channels will you publish on?

6. How will you manage content creation and publication?

How to Create a Content Strategy Framework

2. Conduct persona research

3. Run a content audit.

4. Choose a content management system.

6. Brainstorm content ideas.

TYING SOCIAL TO BUSINESS GOALS

 Disadvantages of social media include:

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