NEW YORK, April 13, 2016 /PRNewswire/ -- As small business marketers begin to map out their next marketing campaign, return on investment (ROI) is one coordinate that shouldn't be missed. In order to evaluate the success of a campaign, marketers will determine what kind of results the program delivered, but that can be quite a daunting responsibility when there are so many variables that affect marketing ROI.
PR Newswire's Small Business PR Toolkit contributing author, Claire Holland, understands this challenge. In her latest post she suggests that businesses shift away from return on investment and instead focus on return on innovation. Holland further suggests that brands must dive deeper than the traditional metrics to better understand their audience. When creating your next campaign, consider monitoring these factors instead:
- Engagement: Once you have a clear picture as to who your target audience is, you'll want to begin to monitor how they are interacting with your messaging. Are they sharing your content on social media? Have they requested more information on your website? The actions your readers take can be quite telling of the effectiveness of your content.
- Memorability: Building buzz initially can lead to success, but you'll want to ensure that your campaign is creating long-lasting memorability. Is your strategy to engage the audience before, during and after? How does your campaign experience differ from what your competitors are also offering?
For discussion on the remaining factor to monitor in your marketing campaigns, read Holland's complete article here.
PR Newswire's Small Business PR Toolkit is a comprehensive resource that provides small businesses and entrepreneurs the tools to develop an affordable public relations and marketing plan that helps generate interest from potential customers, engage with key audiences and grow their businesses. The toolkit features relevant content such as informative white papers, interactive webinars and how-to articles and premium access to educational resources, as well as the opportunity to take advantage of special offers designed specifically for small businesses. To request information on how PR Newswire can help your small business, click here. You can receive updates on new Small Business PR Toolkit content by following @prnsmallbiz on Twitter.
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