Letting agents have enough to juggle as it is without needing to think about marketing. Yet, it’s one of the most important aspects of promoting your brand. It’s also one of the hardest to master, plus it costs a fair bit too. Therefore it’s only right that you want to maximise your return on investment (ROI).
This is especially true when it comes to content marketing, which is more cost-efficient than other forms of marketing but also harder to gauge. Worry not, though. We’ve put this guide together for how you can track the ROI of your content marketing.
Before you can track your content marketing ROI you’ll need to have defined goals. Otherwise, you won’t really know what you’re tracking. Before commencing with your strategy, ask yourself what it is that you want to achieve.
Is the goal of content marketing to generate leads, or do you want to increase brand exposure? If you’re running a content marketing plan across social media, are you hoping to gain more followers, encourage more interactions or acquire new customers?
Setting your goals will make it easier to measure your ROI, as you will know what to look for and have more realistic expectations about the results that do come. Don’t start your marketing efforts without having a clear idea of the end goal.
Consistency is key
Content marketing is about the long game and being consistent. It’s unlikely that you will see clear-cut results as soon as you start content marketing. However, if you keep at it and have a proper strategy, it should only be a matter of time before you see success.
But if you’re looking for a time frame, then six months is a good measure. However, that’s six months of consistent output and regular contributions to your content marketing ideas. There’s no point doing a couple of pieces of content and expecting results.
There are loads of tools out there, such as Google Analytics, that can help you track the ROI of your content marketing. You can track the number of sessions, traffic, how long people stay on a page – just about everything to do with the piece of content.
You can use UTM codes to see where people are coming from when they click a link. For example, you can create a blog with a CTA to a contact page. When people arrive on that contact page from the specific blog post, the URL will have a code saying that they came from the blog post.
Not all ROI measurements need to be a cold, hard number. Ask for regular feedback, both from your audience and peers. Doing so will help you get a better understanding of the impact your content marketing strategy is having.
The beginning of your content marketing efforts will look very different to the end. That’s because you will change and tweak as you go along. This is why feedback is so necessary to a great content marketing strategy and can act as a vital ROI measurement.
Track, study, action
Content marketing is a great way to boost the efforts of your agency and build a larger customer base of renters and landlords. And tracking your ROI metrics lets you know the impact you’re having and how you can always improve to offer an even better service to your local rental market.