Marketing de Conteúdo: como calcular o ROI?

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//Marketing Digital//Métricas | por | 16 de outubro de 2014
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Já falamos aqui no blog sobre porque você deve investir em Marketing de Conteúdo. Agora, mesmo que você tenha uma estratégia de conteúdo perfeita, só saberá se suas ações realmente dão resultado se fizer alguns cálculos.

ROIPara isso existe o ROI, sigla para Return on Investment (ou Retorno sobre Investimento), que indica se o content marketing está trazendo resultados. E apesar de ser através dele que você terá certeza se todo o investimento gerou lucro (ou prejuízo) para sua empresa, muita gente parece deixar essa conta de lado.

Aprenda a calcular o ROI das suas estratégias de Marketing de Conteúdo e veja no quê realmente vale a pena investir.

O que é o ROI?

O ROI é uma medida de avaliação de um determinado investimento, nesse caso o investimento em marketing de conteúdo. Ele calcula a relação do custo de campanhas digitais, indicando o valor ganho pela empresa em relação ao custo de determinada ação. Basicamente a equação do ROI é: ROI = Lucro Líquido ÷ Investimentos.

Nesta conta estão inclusos todos os itens utilizados na campanha de marketing digital, como links patrocinados, e-mail marketing, mídias sociais, etc.

Como calcular o ROI?

Será que o conteúdo está ajudando a trazer novos clientes? Sua empresa está tendo mais vendas por causa do blog corporativo? Para responder a este tipo de pergunta só existe um jeito: calcular o ROI.

Parece complicado, mas a fórmula é bem simples. Você só precisa colocar na ponta do lápis – ou numa planilha de excel ;p – os gastos com a manutenção do seu site ou blog, gestão das redes sociais, equipe e outros investimentos relacionados ao conteúdo. Depois, é só transformar suas métricas em números e compará-los com o valor investido.

Porém, é preciso considerar que nem sempre o objetivo das campanhas em redes sociais é trazer retorno financeiro. Em alguns casos o que deve ser avaliado são outros indicadores como acessos gerados através de seus perfis, likes, seguidores, compartilhamentos etc. Para isso, você precisa ter o objetivo para sua estratégia de conteúdo bem definido. Por exemplo, se a ideia é aumentar o engajamento com a marca, compare o investimento com os compartilhamentos. Se você quer aumentar as vendas, faça um comparativo com as vendas geradas através de acessos via blog ou redes sociais.

ROI de Redes Sociais

A ferramenta mais utilizada para medir o tráfego das redes sociais está no Google Analytics. Com o parâmetro “Valor Social” é possível obter os dados da conversão em estatísticas.

Com o ROI é possível ver em números o resultado que as campanhas nas redes sociais trazem. Dessa forma você terá como saber quais são as melhores redes para a sua empresa e definir o tipo de conteúdo que traz mais retorno ao seu investimento.

Aqui na Inundaweb nós gerenciamos as redes sociais da maneira mais apropriada para o seu negócio e apresentamos para você todas as métricas necessárias mês a mês. Entre em contato conosco para ter melhores resultados!

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Maria Eduarda Gavazzoni

Maria Eduarda Gavazzoni Comunicóloga Institucional, sou redatora web e trabalho com produção de conteúdo e social media na Inundaweb. Pode me chamar de Duda.

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