Prove ROI to clients : one of the biggest struggles for every Marketer. In fact, according to HubSpot, 28% of marketers stated that proving ROI was one of their top challenges in 2021, 21% of marketers expect to see this continue to be their biggest issue in 2022.
As a marketer, you are always looking for ways to improve your campaigns and show your clients a positive return on their investment (ROI). However, it can be difficult to track and measure the results of your marketing efforts in order to show an ROI.
Combine Call Tracking with your Organic efforts
It’s funny that your client’s most simple priority is to appear in the first position of the search results, but most of the time they cannot understand the effort, the time and the complexity of the process it needs to be achieved.
At first glance, it seems that Call Tracking and SEO cannot work together. The truth is that Call Tracking can greatly boost your SEO efforts. For instance, while keyword analysis focuses on identifying the terms that your customers are searching for, Call Tracking allows you to go a step further and understand the specific questions and needs that your customers express when they speak with you directly. This can provide valuable insight into the language and terminology that your customers use, which can be incorporated into your SEO strategy to improve the relevance and effectiveness of your website and identify new keywords that can be included into your organic or paid efforts. Also, you may observe keyword patterns that your most qualified leads use, which can enhance your keyword research and uncover valuable insights.
Define clear Marketing Goals 🎯
As a marketing agency, it is important to have clear marketing goals when working with clients. This will help ensure that you are able to prove ROI to clients and show them the value of your work.
Some tips for setting the baseline of your marketing goals:
1. Be specific about what you want to achieve. Vague goals will not be helpful in proving ROI and it will make your Reporting Process more complex and difficult to follow.
2. Set measurable goals so you can track progress and show results to clients.
3. Make sure your goals are realistic and achievable. Clients will not be impressed if you set unrealistic goals that cannot be met.
4. Differentiate long-term from short-term goals, to track ROI in a more meaningful way. Even if long term goals can provide a more accurate picture of the ROI of your marketing activities and identify trends and patterns in your results, short term goals you can get a better understanding of the immediate impact of your marketing efforts and make more informed decisions about how to allocate your resources.
Link your Efforts to Marketing ROI
After setting up your goals and objectives, it is important to assign a monetary value to each goal that represents each stage of the customer’s journey. This will not only help you to prove the financial impact of your work to clients, it will also make your reporting more efficient and informational to your client. You can also maximize your Performance efficiency by creating conversion value rules based on conditions like location, device, and customer attributes.
Focus on Middle and Bottom funnel Metrics and not clicks
As a marketing agency, it’s important to focus on metrics that show ROI to your clients. Unfortunately, many marketing agencies focus on top-of-the-funnel metrics like clicks or page views, which may seem very nice and sexy because of the high volume, but they don’t necessarily show the whole picture or the actual results of your efforts.
Instead, focus on middle and bottom-of-the-funnel metrics that indicate how leads are moving from the awareness to the consideration stage, and eventually how they move your client’s needle. Call insights rely on actual interactions, bridging the gap between qualitative (conversations) and quantitative data, which make it easier to understand your campaigns wins and losses, discover new keywords and reallocate your budget prioritizing the campaigns that bring the good lead.
Syncing your call data to Google Analytics, Google Ads, Bing Ads and any other advertising platform using API, you can capture the data that demonstrate how prospects convert to leads combined with any other metric you wish to track in one place.
By focusing on more actionable metrics, you’ll be able to better prove ROI to your clients and show them that their investment is paying off.
Align your Sales and Marketing Metrics (From click to SQL)
Creating workflows to align marketing and sales will allow you to track leads from beginning to end, and see how they progress through the marketing and sales funnel and identify the key points that make them convert. This process will help you identify any areas where there are bottlenecks and leaks in the funnel, or other blindspots that lead to poor marketing decision making.
If your clients already have a CRM tool, you can create workflows to improve processes, add valuable marketing data to each contact and enhance their reporting. You can also integrate their CRM with other Lead Generation, Marketing Email or even Call Tracking Tools to enrich the information they have for each customer and make even more data-oriented decisions.
At this point, you may question what if the data become complex and bloated? The answer is very simple, you can take advantage of integration triggers so that you can send the data that actually focused on ROI. Nimbata Call Tracking gathers tons of data from tracking sources and campaigns, to transcriptions and call durations, it’s up to you which data you will send to the CRM and under which circumstances. For example, you can send the callers’ data based on call tags, call duration or even the campaign, so that you can optimize on your good leads.
Having all the tools you need in place will give you a kickstart to track the KPIs that matter like time to conversion, lead attrition, sales by contact, MQL to SQL conversion rate, and give the right insights to your Clients before even asking.
Make your Reports easy to understand to non Marketers
Clients who are not marketing experts can be easily overwhelmed by jargon and complex data sets. As their agency, it’s your job to make sure they understand the reports you’re giving them – after all, you want them to be able to make informed decisions based on your findings.
Here are a few tips for making your reports easy to understand for non-marketers:
1. Use clear and concise language – avoid industry jargon where possible.
2. Vizualize data wherever possible – use charts, graphs and infographics to make complex data sets more digestible.
3. Be selective with the data you include – focus on the most important findings that will help inform your client’s decision-making and ROI
4. Write a summary or executive overview at the beginning of the report, highlighting the key takeaways.
5. Always be available to answer questions and provide further explanation where needed – remember, your goal is to help your client understand the report so they can use it to make effective decisions for their business.
Conclusion
To be successful in marketing, it is essential to understand how to prove ROI to your clients. By following the steps outlined here, you can create a robust strategy that will help you gain trust and ensure you are meeting their needs as effectively as possible. Establishing tangible metrics and using data-driven insights can prove your success rate. With these tips in mind, any business should be able to maximize their return on investment with each client they work with.
