Determining the value of content on your website means website visitor tracking and analysis. If you focus on the direct revenue that comes from your inbound leads, you don’t see the entire picture. Track the ROI of web content by analyzing the concentric levels of the content marketing funnel.
Learn how website visitor tracking is useful in analyzing web content return on investment. Find out why your return on investment of content is – based on more than direct revenue, only. And, see how marketing companies analyze content marketing ROI.
Website Visitor Tracking Measuring ROI for Website Content
Businesses hire digital marketing companies to increase their website visitor traffic, and one of the ways you know it is working is through website visitor tracking. But, how do you tell if it is worth what you are spending? You have to determine the value of your content overall return on investment (ROI).
ROI tells you the percent of gain your content is producing in comparison to how much you spend. The simplest way to determine your ROI is to subtract your total investment from the direct revenue coming from your websites inbound leads, divided by your total investment. You end up with a percentage that expresses your total return on investment from an overall marketing campaign.
Look at Direct Revenue from Inbound Leads and Bottom-funnel Influence
Analyzing your ROI begins with website visitor tracking through lead cycles. By tracking leads from their entry point, you can identify the piece of content brought them there. Once you know where each lead comes from, you can determine the direct ROI.
The direct revenue gained from inbound leads is the easiest way to get a general idea of your content’s overall value – but it does not exist in a vacuum. Just outside the spectrum of inbound lead conversions is a larger grouping highly-prospective leads. By measuring your website’s conversion rate against your average deal size and time-to-close, you can determine the contents conversion ratio.
Content Value of Middle and Top-funnel Influence
A larger grouping, still, is the aggregate of middle and top-funnel conversion influencers. Website visitor tracking enables you to see exactly how many followers, subscribers, or regular visitors are interacting with your content. There is substantial dollar-value in the top and middle funnel traffic, especially once you determine which channel is bringing in the most visitors.
The most valuable channel is email because it is the most personal and direct to the lead. Second, is social media, as it has similar benefits to email, such as personal messaging. General readers or non-subscribers are the least valuable in terms of their prospective return on investment – however, they still present value to your overall content funnel.
The Value of Bottom-funnel Content Influencers
At the bottom of the content funnel, you see the greater, general influence your content presents to the value of your company. Even if readers don’t become leads, the bottom of the funnel contains the majority of your content and readers. So, an opinion forms about the value of your company based, largely on the bottom-funnel visitors.
Users are much more likely to trust and recommend a business after they engage in this bottom-funnel influence. At the end of the day, the bottom of the funnel establishes trust with potential customers, before they become inbound leads. And, ultimately, is the greatest website visitor tracking metric for determining the greater value your content presents to your target audience.
Want to set up your visitor tracking system to determine your content ROI? Contact a website visitor tracking specialist for a free consultation.