People ask what is my ROI. By definition ROI is the (gain from investment-cost of investment)/cost of investment. If the gain from the investment is less than the cost, you will have a negative ROI and that is bad. Business owners are looking for a positive ROI but the biggest question is when will that ROI have to turn positive. Most businesses find a 2 year payback to be an acceptable term for their ROI to become positive. From our results, the ROI will continue to become more positive over time.
Here is an example of questions you might ask as a business owner. "My business gets no traffic and I want to consider business blogging as a way to increase my site traffic."
Question: What ROI are you looking for and by when?
Answer: If your answer is less than 2 years, business blogging may not be for you. This type of marketing is likely not to pay off in less than 2 years and certainly not in 1 year. You will however, begin to build an online presence that may prove to be a wise long term strategy. Especially if your competition is not paying attention.
Ok, so you know that the ROI will take time and you are on a long time horizon to make your website presence work for you.
Question: What are the total revenues your company needs to make to recover a $10,000 annual spend.
Answer: $75,000 in revenue. My average customer spends $1400 so I would need 54 new clients to pay for this investment in year 1.
Question: Great, so if you get 54 new clients in the next year, how many site visits do you need to get 54 new clients? We use a Inbound Calculator (below) to determine the number of site visits you will need to begin paying back that investment.
In the case above, this business would need to see 714 site visits per month in order to begin to see a return on investment. Along the way, the business will begin to see improvements or momentum in the number of site visits and leads with strategic placed calls to action in place. However, don't expect to pay for that investment until about the 1 year mark if you have zero site visits or a site that is just beginning this work. It takes time to build a rapport with the search engines. Google and Bing want to see you are the real deal that is putting out purposeful content that your online visitors show interest in.
The example below shows a case study that has 11 months of consistent business blogging activity. Based on current results, this client should expect a continued increase in traffic with his continued strategic business blogging effort.
Based on several industries of data we have seen, this shows what you can expect to happen with your company's traffic (based on very little initial traffic). You should see significant improvement of organic traffic through a consistent business blogging effort. Our research is proving that for most businesses, it will take at least 6 months to begin seeing momentum of site visits, leads and clients.