I-ROI yokuThengisa umxholo: Indlela yokubeka ixabiso le-$ kuMxholo wakho

Ifomula yokubala i-ROI ilula kangangokuba ndiza kubelana ngayo apha, kwintshayelelo yenqaku:

 ((Return from content − cost of content) / cost of content) * 100

Ukuba umxholo wakho wentengiso wenze i-10,000 yeedola kwiintengiso kwaye ixabisa i-2,000 yeedola ukuyila, yi-ROI ye-400% leyo:

(($10,000 - $2,000) / $2,000) * 100 = 400%

Nangona izibalo zilula, ukwenza lo msebenzi kubomi bokwenyani kunzima, ngenxa yezizathu ezimbalwa. Eyona nto ibalulekileyo: kunzima kakhulu ukubeka ixabiso ledola kuyo yonke inzuzo yomxholo wakho wokuthengisa.

Ndiza kucacisa ukuba kutheni, kwaye emva koko ndikubonise iindlela ezi-3 ezisebenzayo zokukhawuleza usebenze umxholo wakho wentengiso ye-ROI.

Contents
Kutheni i-ROI yokuthengisa umxholo kunzima ukubala
Iindlela ezi-3 ezisebenzayo zokubala i-ROI

Kutheni i-ROI yokuthengisa umxholo kunzima ukubala

Ukuba ufuna ukuthetha ngokuqinisekileyo malunga ne-ROI kumphathi wakho okanye abathengi bakho, kuyanceda ukuqonda la manqaku mathathu:

1. Iindleko zinokuba nzima

Ukuba yonke intengiso yakho yomxholo ikhutshelwe ngaphandle kwii-freelancers okanye ii-arhente, kulula kakhulu ukubala ukuba yimalini na: yimali abakuhlawulisa yona.

Ukuba uneqela elingaphakathi kwindlu, kunye namalungu eqela anikezela i-100% yomzamo wabo kumxholo, iindleko ziyafana ngokuthe ngqo: yimivuzo yabo.

Kodwa izinto zinokuba nzima kancinci ukuba ufumana umxholo ovela kwimithombo emininzi (njengokudityaniswa kwama-freelancers, iiarhente, kunye namalungu eqela langaphakathi), okanye ukuba abantu abaninzi banegalelo kumxholo wakho ngeendlela ezincinci (njengomyili onikezela isithathu sexesha labo kumxholo, kunye nesibini kwisithathu kwintengiso yemveliso).

Kodwa oku kuselula xa kuthelekiswa nengxaki yethu elandelayo:

2. Ixabiso lomxholo kunzima ukulilinganisa

Eyona nzuzo icacileyo yokuthengisa umxholo: itsala abathengi abatsha. Sinokongeza ithiyori bonke abathengi abatsha abafumene kwaye bathenge imveliso yethu ngenxa yokuthengisa umxholo wethu, kwaye sijonge ukuba yimalini abayichithile (ndiyacacisa indlela kwicandelo elilandelayo).

Kodwa umxholo unezinye izibonelelo ezininzi ekungekho lula ukuzilinganisa. Inga:

• Khuthaza ii-upsells kunye nokwandisa. Ngokwabelana ngeengcebiso zemveliso kunye neemeko ezintsha zokusetyenziswa, umxholo unokubonelela nge-nudge efunekayo ukuguqula abasebenzisi bamahhala kubasebenzisi bamandla, okanye "i-Lite" isicwangciso abathengi kubasebenzisi besicwangciso "Esiphezulu"-njenge-My 5 Favorite Ahrefs Use Cases for the Content Marketers.
• Gcina imali kwinkxaso yabathengi. Umxholo unokunceda ukuphendula imibuzo yabathengi phambi kokuba ibe yimibuzo yenkxaso, njengezikhokelo ezininzi esizipapashiweyo ukuze sincede abasebenzisi baqonde ukuba iimetriki ezifana neXabiso leNdlela zibalwa njani, kunye nokuba zingasetyenziswa njani.
• Yakha ukuqondwa kophawu kunye nobudlelwane. Umxholo unokunika ibhrendi yakho ilizwi, ukwabelana ngeenkuthazo kunye neenkolelo ezixhasa iimveliso okanye iinkonzo ozithengisayo. Ngokuqhelekileyo sithanda ukuthenga kwiinkampani esizihloniphayo, ngoko ke "i-brand affinity" inokwenza umahluko wokwenyani kumgca ophantsi.
• Yenza intengiso yokukhangela ehlawulweyo isebenze ngakumbi. Ukuthumela i-traffic search ehlawulweyo kumanqaku endaweni yamaphepha okufika "emveli" anokunciphisa iindleko zokucofa (into esiyenzileyo kumanqaku afana nesikhokelo sethu sophando lwegama elingundoqo).
• Nceda amanye amaphepha asebenze ngcono. Iphepha elivelisa itoni ye-backlinks kodwa akukho ntengiso (njengoluhlu lwethu lwezibalo ze-SEO) lusenokuthi lube negalelo kwingeniso ngokunceda amanye amaphepha "emali" abekwe ngcono kumagama angundoqo ekujoliswe kuwo.

Uninzi lwezi zibonelelo azibonakali-uyilinganisa njani imibuzo yenkxaso ukuba umxholo uyekile kwinto ekhoyo?—kodwa iyinyani kakhulu. Nokuba uyibala njani i-ROI, kukho ithuba elihle lokuba awuyi kuxabisa impembelelo yayo.

Oku kusizisa kwingxaki yethu elandelayo:

3. Ukunika imbeko kunzima

Ukusebenzela umxholo wendima odlalwe kwintengiso kubizwa ngokuba yi-“attribution”, kwaye kuluqili ukucinezela.

Ngaba kukho umntu otshintshileyo ngenxa yokuba inqaku okanye ngaphandle kokuba yona? Xa befunda amanqaku amaninzi, yeyiphi eyona mpembelelo inkulu? Ukuba umntu uthenga ngenxa yesibhengezo, ngaba kufuneka siqhubeke sityala iposti yebhlog abayifunde ngaphambili?

Uhambo lwabathengi nalo alufane lubethe ngqo njengoko sinethemba. Umntu omnye unokufunda amanqaku angama-50 kwaye angaze athenge nantoni na; omnye usenokufunda inqaku elinye, anyamalale kangangonyaka, aze athenge ngoko nangoko. Yeyiphi indima eyadlalwa nomxholo kolu hambo?

Kukho iindlela ezahlukeneyo zokulinganisa umlinganiso wokunceda ngako oku kungaqiniseki:

• Ukubanjwa kokuqala iikhredithi ze Ekuqaleni isiqwenga somxholo umtyeleli azibandakanya nawo phambi kokuguqula.
• Uphawu lokugqibela lokuchukumisa iikhredithi ze gqibela isiqwenga somxholo.
• Multi-touch attribution izama ukufaka ityala zonke isiqwenga somxholo esasibandakanyeka kwinkqubo yokuthenga.

Kodwa kuzo zonke iimeko, unikezelo aluzange lugqibelele: asikwazi nje ukulinganisa yonke intsebenziswano umntu anayo nomxholo wethu.

Iindlela ezi-3 ezisebenzayo zokubala i-ROI

I-ROI inzima, kodwa loo nto ayifanelanga kukuyekise ukuzama ukuyibala. Nazi iindlela ezintathu ezilula zokujonga ngokukhawuleza ukuba ungakanani "ixabiso" ofumana kumxholo wakho. Ukwenza umxholo wakho we-ROI, vele uqhagamshele la manani kwifomula ye-ROI ekuqaleni kwenqaku.

1. Uhlalutyo lokuguqulwa

Kwihlabathi eligqibeleleyo, besiya kwazi kanye ukuba yimalini ingeniso nganye kwibhlog nganye eyenzelwe ishishini lethu. Ukubala i-ROI ngale ndlela, sinokusebenzisa ifomula ngolu hlobo lulandelayo:

Return from content marketing = (New customers from content * ACV)

Ukwenza oku, kufuneka sibale inani labathengi abatsha abaveliswe ngumxholo wethu kwixesha elinikiweyo. Ukuba awuwazi lo mzobo, kuya kufuneka usete uhlobo lokulandelela incoko kwisoftware efana neGoogle Analytics, ikuvumela ukuba ulandelele inani labantu abagqibezela isenzo esinqwenelekayo kwibhlog yakho (njengokugcwalisa ifom okanye ukuqala isilingo sasimahla)

OKUFUNDILEYO FUNDA

• Indlela yokusebenzisa iGoogle Analytics 4 kubaQalayo

Kwiimeko ezininzi, iindwendwe azizukuthenga ngokuthe ngqo kwibhlog yakho, kuya kufuneka ulandelele:

• Inani loguqulelo oluveliswe ngumxholo wakho (umzekelo, usayino lwesilingo sasimahla okanye izicelo zedemo), kunye
• Inani lolo guqulelo oluye lwaba ngabathengi abahlawulayo.

Kulo mfanekiso ungezantsi, sinokubona ukuba ngawaphi amaphepha abatyeleli abahamba kuwo ngaphambi kokuba bathenge imveliso. Sinokubona izinga loguqulo kunye nengeniso ebalelwa kuguqulo:

Okulandelayo, kufuneka sibale i-ACV: umndilili wexabiso lomthengi. Oku kubhekisa kwisixa esiqhelekileyo esichithwa ngabathengi kunye nenkampani yethu ngexesha lobudlelwane babo nathi.

Ukuba sithengisa imveliso enye, kwaye uninzi lwabathengi bathenga kanye nje, i-ACV yethu iya kuba lixabiso lemveliso yethu. Ukuba sinikezela ngeemveliso ezininzi okanye izongezo, kwaye abathengi bathenga rhoqo okanye bamise imirhumo, ke i-ACV yethu iya kuba phezulu kakhulu.

Masicinge ukuba uhlahlelo lwethu lwenguquko lubonisa ukuba sibe ne-1,000 lobhaliso lwesilingo sasimahla kumxholo wethu ngoFebruwari, kwaye i-100 yezo zilingo zasimahla ziye zaba ngabathengi abahlawulayo. Ukuba i-ACV yethu yi-$2,000, sinokuplaga la manani kwifomula yethu ukubala imbuyekezo kumxholo we-$200,000:

(New customers from content * ACV) = 100 * $2,000 = $200,000

Le ndlela yomgangatho wegolide wokubala kwe-ROI, kodwa (ngenxa yeengxaki ezikhankanywe ngasentla) ukubala i-ROI enjengale kunokuba nzima kakhulu.

2. Ixabiso lendlela yokuphila ubomi bonke

Kwelinye icala lomda, nantsi indlela ekhawulezayo nelula ethatha imizuzwana engama-30 usebenzisa i-Ahrefs:

Return from content marketing = (monthly traffic value * content lifetime in months)

Endaweni yokuba sijonge ukuba yimalini na ingeniso esiyifumene kumxholo wethu, le ndlela iqikelela ukuba yimalini esinayo. wasindisa ngokubeka ngokwendalo amagama angundoqo endaweni yokuhlawula intengiso.

Kwi-Ahrefs, unokuqikelela iXabiso leTrafikhi yalo naliphi na inqaku-imali enokuxabisa ukuvelisa itrafikhi efanayo ngeeNtengiso zikaGoogle, endaweni ye-SEO.

Apha ngezantsi, siyabona ukuba kuya kubiza i-~$44k eqikelelwayo "ukubuyisela" itrafikhi kuluhlu lwethu lwezixhobo zasimahla ze-SEO usebenzisa iintengiso:

Ukuba songeza ixabiso letrafikhi kuwo onke amaphepha kwibhlog yethu, sinexabiso letrafikhi eliqikelelwayo lenyanga le-790,000 yeedola:

Faka enye indlela, ukuba sisebenzise iintengiso ezihlawulelwayo ukufumana isixa esifanayo sotyelelo ukusuka kumagama angundoqo afanayo, kuya kufuneka sichithe malunga ne-790,000 yeedola kwiintengiso, inyanga nenyanga.

Uninzi lomxholo luluncedo ixesha elide kunenyanga enye, ngoko sinokuphinda-phinda eli xabiso letrafikhi yenyanga "ngobomi" obulindelweyo bomxholo wethu. Ukuba sisebenzisa iminyaka emibini njengendawo yokuqala, oko kusinika ixabiso letrafikhi lobomi le-18,960,000 yeedola:

(Monthly traffic value * content lifetime) = $790,900 * 24-months = $18,960,000

Sinamanqaku eblogi angaphezu kwama-2,000 e-Ahrefs, kwaye ngekhe sichithe i-19 yezigidi zeedola kwiintengiso ezihlawulelwayo. Kodwa olu balo lukuvumela ukuba unikeze ixabiso ledola kumxholo wakho kumcimbi wemizuzwana. Kuluncedo ngakumbi ukuba inkampani yakho isandula ukutshintshela ekuthembekeni kakhulu kwintengiso ehlawulwayo ukuya kwintengiso yomxholo, ikuvumela ukuba ubonise imali oyigcinileyo kutshintsho.

3. Ukubhaliswa kobhaliso

Masisonge ngeyona ndlela ibalaseleyo yehlabathi, efana kakhulu nendlela esibala ngayo i-ROI e-Ahrefs:

Return from content = (% of signups attributed to content * total signup revenue)

Nanini na xa umthengi omtsha ebhalisela i-Ahrefs, sibabuza umbuzo: Uve phi ngathi? 

Impendulo yabo ifakwe kwisitishi esizinikeleyo seSlack, #ubhaliso, esinika ukutya okuphilayo kwababhalisi abatsha kwaye, ngokubaluleke kakhulu, indlela abayifumana ngayo i-Ahrefs. USam, i-VP yethu yeNtengiso, usebenzisa rhoqo esi sondlo ukuze afumane ipesenti yobhaliso lulonke olunokubalelwa kumxholo wakhe weYouTube.

Ukuba ndiya #ubhaliso kwaye ukhangele ukubhaliswa okukhankanyiweyo "youtube", sinokubona abantu abangaphezu kwe-34,000 abathi ngokuthe ngqo bafumene ii-Ahrefs kumxholo wevidiyo kaSam:

Singasebenzisa oku ukuqikelela i-ROI yokuthengisa: ukuba i-33% yabo bonke abaphendulayo kwinyanga enikiweyo bathi babhalisele i-YouTube, kuya kuba sengqiqweni ukucinga ukuba i-33% zonke ukubhaliswa kwavela kuYouTube, kwaye i-33% yayo yonke ingeniso entsha kufuneka ibalelwe kwiinzame zethu zomxholo wevidiyo.

Ukuba sithatha ithiyori yengeniso yenyanga ye-$300,000, kwaye i-1,000 ye-3,000 yababhalisileyo bebonke inokubalelwa ku-"YouTube", singaxhuma la maxabiso kwifomula yethu yembuyekezo kumxholo we-100,000 yeedola:

(33% of signups attributed to content * $300,000) = $100,000

Le ndlela iya kuchaza ngaphantsi kwenani lobhaliso olwenziweyo (abantu banokungapeli kakuhle iYouTube, okanye bathi "iividiyo" endaweni yoko, okanye kusenokwenzeka, bangawuphenduli umbuzo kwaphela). Ubudlelwane phakathi kokubhalisa okutsha kunye nengeniso entsha isenokuba nzima kunokuba sicinga apha (ukuba unabasebenzisi abaninzi basimahla, umzekelo).

Kodwa kunenzuzo yokwenza kube lula ukuthelekisa namanye amajelo okuthengisa. Ukuba ndikhangela "google" ngokufanayo #ubhaliso itshaneli, ndibona ii-94,000 ezikhankanyiweyo-ezinkulu kune-Sam's 34,000 ekhankanyiweyo kuYouTube:

(Nangona ngokuqinisekileyo uya kubamba ...)

Iingcamango zokugqibela

Kukho iitoni zeendlela zokulinganisa i-ROI yokuthengisa umxholo, kwaye akukho namnye kubo ogqibeleleyo. Kodwa ngeenjongo eziphathekayo, akuyomfuneko ukuba zibe njalo.

I-Metrics, njenge-ROI yokuthengisa umxholo, iluncedo kakhulu njengezalathisi zesikhokelo. Endaweni yokujonga ukubala okugqibeleleyo, kungcono ukhethe indlela elula, unamathele kuyo rhoqo, kwaye ubone ukuba itshintsha njani ekuhambeni kwexesha.

Umthombo ovela Ahrefs

Ukuziphendulela: Ulwazi oluchazwe ngasentla lunikezelwa ngu-ahrefs.com ngaphandle kwe-Cooig.com. I-Cooig.com ayenzi lumelo kunye neziqinisekiso malunga nomgangatho kunye nokuthembeka komthengisi kunye neemveliso.