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The Elusiveness of Startup Marketing ROI
- jamodei 12y agoFor startups, marketing ROI only matters as it relates to the established growth metrics and objectives. The author poses a lot of unanswered questions about the difficulties of quantifying your business story and value proposition, even going as far as to imply that calculating marketing ROI in the startup world is impossible. However, he overlooks a few simple solutions. For example, mapping out your customer lifecycle is a great way to measure the effectiveness of brand messaging, story and marketing strategy. Simply ask: What are your acquisition tactics? How much do they cost? What are the conversion rates between each stage of your marketing funnel? How are you tracking referrals? What's the CLV? Are you acquiring customers profitably or not? You can further optimize this process by tweaking your story or value proposition and cross-referencing these changes with the data behind your site traffic, sessions, email, referral process and landing page. Mapping out the customer lifecycle and then optimizing your funnel through experimentation not only provide an easily quantifiable standard for ROI measurement, but also help startups make informed marketing decisions to help maximize ROI and growth.