I-ROI Yokumaketha Okuqukethwe: Ungalibeka Kanjani I-A $ Value Kokuqukethwe Kwakho

Ifomula yokubala i-ROI ilula kangangokuthi ngizokwabelana ngayo lapha, esingenisweni se-athikili:

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

Uma ukumaketha kwakho okuqukethwe kukhiqiza u-$10,000 ekuthengisweni futhi kubiza u-$2,000 ukukudala, leyo yi-ROI ka-400%:

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

Nakuba izibalo zilula, empeleni ukwenza lo msebenzi empilweni yangempela kuwubuqili, ngenxa yezizathu ezimbalwa. Okubaluleke kakhulu: kunzima kakhulu ukubeka inani ledola kuyo yonke inzuzo yokumaketha kokuqukethwe kwakho.

Ngizochaza ukuthi kungani, bese ngikukhombisa izindlela ezisebenzayo ezi-3 zokwenza ngokushesha i-ROI yakho yokumaketha kokuqukethwe.

Okuqukethwe
Kungani i-ROI yokuthengisa okuqukethwe kunzima ukubala
Izindlela ezi-3 ezisebenzayo zokubala i-ROI

Kungani i-ROI yokuthengisa okuqukethwe kunzima ukubala

Uma ufuna ukukhuluma ngokugculisayo nge-ROI kumphathi wakho noma kumakhasimende akho, kuyasiza ukuqonda la maphuzu amathathu:

1. Izindleko zingaba nzima

Uma konke ukumaketha kwakho okuqukethwe kukhishwe kuma-freelancers noma ama-ejensi, kulula uma kuqhathaniswa ukuthola ukuthi kubiza malini: yinani abakukhokhisa lona.

Uma uneqembu langaphakathi ngokuphelele, elinamalungu eqembu anikezela u-100% wemizamo yawo kokuqukethwe, izindleko ziqondile ngendlela efanayo: amaholo awo.

Kodwa izinto zingaba nzima uma uthola okuqukethwe emithonjeni eminingi (njengenhlanganisela yama-freelancers, ama-ejensi, namalungu eqembu lasendlini), noma uma abantu abaningi benikela kokuqukethwe kwakho ngezindlela ezincane kakhulu (njengomklami onikezela ingxenye yesithathu yesikhathi sakhe kokuqukethwe, kanye nezingxenye ezimbili kwezintathu ekukhangiseni umkhiqizo).

Kodwa lokhu kuselula uma kuqhathaniswa nenkinga yethu elandelayo:

2. Inani lokuqukethwe kunzima ukulikala

Inzuzo esobala kakhulu yokumaketha okuqukethwe: iheha amakhasimende amasha. Singakwazi ukuhlanganisa wonke amakhasimende amasha athole futhi athenga umkhiqizo wethu ngenxa yokumaketha okuqukethwe kwethu, futhi sibheke ukuthi yimalini ayisebenzise (ngiyachaza ukuthi kanjani esigabeni esilandelayo).

Kodwa okuqukethwe kunezinye izinzuzo eziningi okulula ukuzikala. Ingakwazi:

• Khuthaza ama-upsells nokwandisa. Ngokwabelana ngamathiphu omkhiqizo nezimo ezintsha zokusetshenziswa, okuqukethwe kunganikeza ukugudluzwa okudingekayo ukuze kuguqule abasebenzisi bamahhala babe abasebenzisi bamandla, noma amakhasimende ohlelo lwe-“Lite” lube abasebenzisi bohlelo “Oluthuthukisiwe”—njengama-Ahref Ami ayizintandokazi ezi-5 asebenzisa izimo zabakhangisi bokuqukethwe.
• Yonga imali ekusekelweni kwamakhasimende. Okuqukethwe kungasiza ukuphendula imibuzo yekhasimende ngaphambi kokuthi ibe imibuzo yosekelo, njengemihlahlandlela eminingi esiyishicilele ukuze sisize abasebenzisi baqonde ukuthi amamethrikhi afana Nenani Lethrafikhi abalwa kanjani, nokuthi angasetshenziswa kanjani.
• Yakha ukuqashelwa komkhiqizo kanye nokuhlobana. Okuqukethwe kunganikeza umkhiqizo wakho izwi, ukwabelana ngezisusa nezinkolelo ezisekela imikhiqizo noma amasevisi owathengisayo. Ngokuvamile sithanda ukuthenga ezinkampanini esizihloniphayo, ngakho-ke "ubudlelwane bomkhiqizo" bungenza umehluko wangempela kumugqa ophansi.
• Yenza ukukhangisa kokusesha okukhokhelwayo kuphumelele kakhulu. Ukuthumela ithrafikhi yosesho ekhokhelwayo kuma-athikili esikhundleni samakhasi okubikezela “esiko” kunganciphisa izindleko zokuchofoza (into esiyenzele ama-athikili afana nomhlahlandlela wethu wocwaningo lwamagama angukhiye).
• Siza amanye amakhasi enze kangcono. Ikhasi elikhiqiza ithani lama-backlinks kodwa akukho ukuthengisa (njengohlu lwethu lwezibalo ze-SEO) lisengakwazi ukufaka isandla emalini engenayo ngokusiza amanye amakhasi "emali" akleliswe kangcono ngamagama angukhiye aqondiwe.

Eziningi zalezi zinzuzo azibonakali—uyilinganisa kanjani imibuzo yosekelo ukuthi okuqukethwe kuyekile kwabakhona?—kodwa okwangempela. Kungakhathaliseki ukuthi uyibala kanjani i-ROI, maningi amathuba okuthi ungawubukeli phansi umthelela wayo.

Okusiletha enkingeni yethu elandelayo:

3. Ukulinganisa kuyakhohlisa

Ukusebenzela indima yokuqukethwe okudlalwe endalini kubizwa ngokuthi “i-attribution”, futhi kuwubuqili ukukucisha.

Ingabe kukhona oguqule ngenxa isihloko noma Ngaphezu kwe yona? Lapho befunda izindatshana eziningi, yikuphi okube nomthelela omkhulu? Uma othile ethenga ngenxa yesikhangiso, ingabe kufanele sikweleta iposi lebhulogi alifunde ngaphambili?

Uhambo lwamakhasimende aluvamile ukuba luqonde njengoba besithemba. Umuntu oyedwa angase afunde izihloko ezingu-50 futhi angalokothi athenge lutho; omunye angase afunde isihloko esisodwa, anyamalale unyaka, futhi athenge ngokushesha. Iyiphi indima edlalwa okuqukethwe kulolo hambo?

Kunezindlela ezahlukahlukene zokulinganisa ukuchayeka ukusiza ngokunye kwalokhu kungaqiniseki:

• Ukuthintwa kokuqala credits the kuqala ucezu lokuqukethwe isivakashi esizibandakanya nakho ngaphambi kokuguqula.
• Isichasiso sokuthintwa kokugcina credits the okokugcina ucezu lokuqukethwe.
• Isici sokuthinta okuningi uzama ukukweleta zonke ucezu lokuqukethwe obelubandakanyekile ohlelweni lokuthenga.

Kodwa kuzo zonke izimo, ukuchayeka akukaze kuphelele: asikwazi ukukala konke ukusebenzisana othile anakho nokuqukethwe kwethu.

Izindlela ezi-3 ezisebenzayo zokubala i-ROI

I-ROI iyinkimbinkimbi, kodwa lokho akufanele kukuvimbe ukuthi uzame ukuyibala. Nazi izindlela ezintathu ezilula zokuthola ngokushesha ukuthi lingakanani “inani” olitholayo kokuqukethwe kwakho. Ukuze uthole i-ROI yakho yokuqukethwe, vele uxhume lezi zinombolo kufomula ye-ROI ekuqaleni kwesihloko.

1. Ukuhlaziywa kokuguqulwa

Emhlabeni ophelele, sizokwazi kahle ukuthi ingakanani imali engenayo ngakunye okuthunyelwe kwebhulogi okukhiqizwe ibhizinisi lethu. Ukubala i-ROI ngale ndlela, singasebenzisa ifomula kanje:

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

Ukuze silungise lokhu, sidinga ukubala inombolo yamakhasimende amasha akhiqizwe okuqukethwe kwethu esikhathini esithile. Uma ungalazi leli nani, uzodinga ukumisa uhlobo oluthile lokulandelela ingxoxo kusofthiwe efana ne-Google Analytics, okukuvumela ukuthi ulandelele inani labantu abaqedela isenzo osifunayo kokuthunyelwe kubhulogi yakho (njengokugcwalisa ifomu noma ukuqala isivivinyo samahhala)

UKUFUNDA OKUFANELE

• Indlela yokusebenzisa i-Google Analytics 4 yabaqalayo

Ezimweni eziningi, izivakashi ngeke zithenge ngokuqondile kokuthunyelwe kwakho kwebhulogi, ngakho uzodinga ukulandelela:

• Inani lokuguqulwa elenziwe okuqukethwe kwakho (isb. ukubhalisa kwesivivinyo samahhala noma izicelo zedemo), kanye
• Inombolo yalezo zinguquko eziqhubeke zaba amakhasimende akhokhayo.

Esithombeni esingezansi, singabona ukuthi yimaphi amakhasi izivakashi ezihlala kuwo ngaphambi kokuthenga umkhiqizo. Singakwazi futhi ukubona izinga lokuguqulwa kanye nemali engenayo edalwe ukuguqulwa:

Okulandelayo, sidinga ukubala i-ACV: isilinganiso senani lekhasimende. Lokhu kusho inani elijwayelekile amakhasimende alichitha nenkampani yethu phakathi nobudlelwano bawo nathi.

Uma sithengisa umkhiqizo owodwa, futhi amakhasimende amaningi athenga kanye nje, i-ACV yethu izoba inani lomkhiqizo wethu. Uma sinikezela ngemikhiqizo eminingi noma izengezo, futhi amakhasimende athenga njalo noma asethe okubhaliselwe, i-ACV yethu izoba phezulu kakhulu.

Ake sicabange ukuthi ukuhlaziywa kwethu kokuguqulwa kubonisa ukuthi sibe nababhalisi besivivinyo samahhala abangu-1,000 abavela kokuqukethwe kwethu ngoFebruwari, futhi ezingu-100 zalezo zilingo zamahhala zaba amakhasimende akhokhayo. Uma i-ACV yethu ingu-$2,000, singaxhuma lezi zinombolo kufomula yethu ukuze sibale imbuyiselo evela kokuqukethwe okungu-$200,000:

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

Le ndlela iyindinganiso yegolide yezibalo ze-ROI, kodwa (ngenxa yezinkinga ezishiwo ngenhla) ukubala i-ROI efana nale kungaba nzima kakhulu.

2. Inani lethrafikhi yokuphila konke

Ngakolunye uhlangothi lwe-spectrum, nansi indlela esheshayo nelula ethatha cishe imizuzwana engama-30 usebenzisa i-Ahrefs:

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

Esikhundleni sokubheka ukuthi ingakanani imali engenayo esiyenzile ngokuqukethwe kwethu, le ndlela ilinganisela ukuthi yimalini esinayo igcinwe ngokuklelisa ngokwendalo amagama angukhiye esikhundleni sokukhokhela ukukhangisa.

Ku-Ahrefs, ungakwazi ukulinganisa Inani Lethrafikhi lanoma iyiphi i-athikili—inani okungalibiza ukukhiqiza ithrafikhi efanayo nge-Google Ads, esikhundleni se-SEO.

Ngezansi, singabona ukuthi kungabiza cishe u-~$44k "ukubuyisela" ithrafikhi ohlwini lwethu lwamathuluzi we-SEO wamahhala usebenzisa izikhangiso:

Uma sihlanganisa inani lethrafikhi yawo wonke amakhasi kubhulogi yethu, sinenani lethrafikhi elilinganiselwe lanyanga zonke elingu-$790,000:

Faka enye indlela, uma sisebenzise ukukhangisa okukhokhelwayo ukuze sithole inani elifanayo lokuvakasha kusuka kumagama angukhiye afanayo, sizodinga ukuchitha cishe u-$790,000 ezikhangisweni, inyanga ngayinye.

Iningi lokuqukethwe liwusizo isikhathi esingaphezu kwenyanga eyodwa, ngakho-ke singakwazi ukuphindaphinda leli nani lethrafikhi lanyanga zonke “ngokuphila konke” okulindelwe kokuqukethwe kwethu. Uma sisebenzisa iminyaka emibili njengesiqalo, lokho kusinika inani lethrafikhi yempilo yonke engu-$18,960,000:

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

Sinezihloko zebhulogi ezingaphezu kuka-2,000 kwa-Ahrefs, futhi cishe besingeke sisebenzise u-$19 wezigidi ekukhangiseni okukhokhelwayo. Kodwa lesi sibalo sikuvumela ukuthi unikeze inani ledola kokuqukethwe kwakho ngemizuzwana nje. Kuwusizo ikakhulukazi uma inkampani yakho isanda kushintsha ekuthembeleni kakhulu ekukhangiseni okukhokhelwayo yaya ekukhangiseni okuqukethwe, ikuvumela ukuthi ubonise imali oyilondolozile ekushintsheni.

3. Ukubhalisa

Ake siphethe ngendlela ehamba phambili kuyo yomibili yomhlaba, efana kakhulu nendlela esibala ngayo i-ROI kwa-Ahrefs:

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

Noma nini lapho ikhasimende elisha libhalisela i-Ahrefs, silibuza umbuzo: Uzwe kuphi ngathi? 

Impendulo yabo ifakwe esiteshini esizinikele se-Slack, #ukubhalisa, okusinika okuphakelayo okubukhoma kwababhalisi abasha futhi, okubaluleke kakhulu, ukuthi bathole kanjani ama-Ahrefs. U-Sam, i-VP yethu Yezokumaketha, usebenzisa lesi siphakeli njalo ukuze athole inani lamaphesenti okubhaliswa okuphelele okungenzeka kubangelwa okuqukethwe kwakhe ku-YouTube.

Uma ngiqonde ku #ukubhalisa bese sisesha abantu ababhalisele ukubhalisa abashilo “i-youtube”, singabona abantu abangaphezu kuka-34,000 abaveze ngokuqondile ukutholakala kwabo kwama-Ahrefs kokuqukethwe kwevidiyo ka-Sam:

Singasebenzisa lokhu ukuze silinganisele i-ROI yokumaketha yokuqukethwe: uma u-33% wabo bonke abaphendulayo ngenyanga ethile bethi ukubhalisa kwabo ku-YouTube, kungaba nengqondo ukucabanga ukuthi u-33% konke ababhalisile bavela ku-YouTube, nokuthi u-33% wayo yonke imali engenayo kufanele kubalwe emizamweni yethu yokuqukethwe kwamavidiyo.

Uma sithatha imali engenayo yanyanga zonke engu-$300,000, nokuthi isamba esingu-1,000 sababhalisile abangu-3,000 singabalelwa ku-“YouTube”, singaxhuma la manani kufomula yethu ukuze sithole imbuyiselo yokuqukethwe okungu-$100,000:

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

Le ndlela izobika kancane inani lababhalisile abakhiqiziwe (abantu bangase bangayipeli kahle i-YouTube, noma bathi “amavidiyo” esikhundleni salokho, noma cishe, bangawuphenduli nhlobo umbuzo). Ubudlelwano phakathi kwababhalisile abasha kanye nemali engenayo entsha bungase bube nzima kakhulu kunalokho esikucabanga lapha (uma unabasebenzisi abaningi bamahhala, isibonelo).

Kodwa kunenzuzo yokwenza kube lula ukuqhathanisa nezinye iziteshi zokumaketha. Uma ngicinga "google" ngokufanayo #ukubhalisa isiteshi, ngibona okukhulunyiwe okungu-94,000—okukhulu kunokushiwo ngu-Sam okungu-34,000 ku-YouTube:

(Nakuba ngokuqinisekile ebamba ...)

Imicabango yokugcina

Kukhona amathani ezindlela zokukala i-ROI yokukhangisa kokuqukethwe, futhi ayikho neyodwa yazo engenasici. Kodwa ngezinhloso ezingokoqobo, akudingeki ukuba babe.

Amamethrikhi, njenge-ROI yokukhangisa kokuqukethwe, awusizo kakhulu njengezinkomba zokuqondisa. Esikhundleni sokugxila kakhulu kwizibalo eziphelele, kungcono ukhethe indlela elula, unamathele kuyo njalo, futhi ubone ukuthi ishintsha kanjani ngokuhamba kwesikhathi.

Umthombo ovela Ama-Ahrefs

Umshwana wokuzihlangula: Ulwazi olubekwe ngenhla lunikezwa i-ahrefs.com ngaphandle kwe-Cooig.com. I-Cooig.com ayenzi izethulo namawaranti mayelana nekhwalithi nokuthembeka komdayisi nemikhiqizo.