Corporate blog ROI
Corporate blogging practices are becoming more common in the west. Consultants and marketers have long said that this is a very useful tool for business. Corporate blog brings the company real money - and this money can be counted.
For example, Charlene Li, a leading analyst at Forrester, says that the ROI of her corporate blog exceeds 5000%, because this blog brought $ 1 million in orders to the company in a year. At the same time, expenses for an account on TypePad were $ 14.95 per month, that is, only $ 179.4 per year.
This statement by Charlene Lee provoked a heated discussion among experts on how to measure the ROI of a corporate blog. The positive effect of maintaining a corporate blog is definitely there, because as a result of competent PR, people’s awareness rises. Some of them are beginning to understand what they did not understand before, and they change their attitude towards the company - loyalty increases. Among these "new converts" there will be those who will become a client of the company, although he would never have become without a blog. This whole process is shown in the diagram.
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That is, the financial performance of the blog is obvious. It can be measured by standard means that measure the effectiveness of media advertising campaigns when the number of sales is tracked in parallel. Formulas are known ( PDF ).
However, a corporate blog is different from display advertising. Its impact on the audience is more systemic, so to measure ROI, you need to measure performance in four ways : 1) ROI in terms of blog posts; 2) ROI on media exposure; 3) ROI by target impact; 4) ROI on the received publications. Simultaneously with the assessment of additional profits, the cost of blogging and the risks associated with this are also measured.
Charlene Lee and her colleagues at Forrester formed a methodological basis for measuring the financial performance of a corporate blog and conducted a serious study on this topic, interviewing managers, marketers and analysts of several companies from the Fortune 1000 list. They promise to publish the results of their research soon.
For example, Charlene Li, a leading analyst at Forrester, says that the ROI of her corporate blog exceeds 5000%, because this blog brought $ 1 million in orders to the company in a year. At the same time, expenses for an account on TypePad were $ 14.95 per month, that is, only $ 179.4 per year.
This statement by Charlene Lee provoked a heated discussion among experts on how to measure the ROI of a corporate blog. The positive effect of maintaining a corporate blog is definitely there, because as a result of competent PR, people’s awareness rises. Some of them are beginning to understand what they did not understand before, and they change their attitude towards the company - loyalty increases. Among these "new converts" there will be those who will become a client of the company, although he would never have become without a blog. This whole process is shown in the diagram.
')
That is, the financial performance of the blog is obvious. It can be measured by standard means that measure the effectiveness of media advertising campaigns when the number of sales is tracked in parallel. Formulas are known ( PDF ).
However, a corporate blog is different from display advertising. Its impact on the audience is more systemic, so to measure ROI, you need to measure performance in four ways : 1) ROI in terms of blog posts; 2) ROI on media exposure; 3) ROI by target impact; 4) ROI on the received publications. Simultaneously with the assessment of additional profits, the cost of blogging and the risks associated with this are also measured.
Charlene Lee and her colleagues at Forrester formed a methodological basis for measuring the financial performance of a corporate blog and conducted a serious study on this topic, interviewing managers, marketers and analysts of several companies from the Fortune 1000 list. They promise to publish the results of their research soon.
Source: https://habr.com/ru/post/2671/
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