How do you communicate campaign ROI?

1 Define your goals and metrics

Before you launch any campaign, you need to define your goals and metrics. What are you trying to achieve with your campaign? How will you measure your success? What are the key performance indicators (KPIs) that reflect your objectives? How will you collect and analyze the data? Having a clear and specific plan for your campaign measurement will help you communicate your ROI later.

2 Align your ROI with your stakeholders' expectations

Different stakeholders may have different expectations and perspectives on your campaign ROI. For example, your boss may care more about the revenue and profit generated by your campaign, while your client may care more about the brand awareness and customer satisfaction. Therefore, you need to align your ROI with your stakeholders' expectations and tailor your communication accordingly. Find out what matters most to them, how they prefer to receive the information, and what level of detail they need.

3 Use visual aids and storytelling

One of the best ways to communicate campaign ROI is to use visual aids and storytelling. Visual aids, such as charts, graphs, dashboards, and infographics, can help you present your data in a clear, concise, and attractive way. They can also help you highlight the key insights and trends, as well as compare your results with your benchmarks and goals. Storytelling, on the other hand, can help you add context and meaning to your data. It can help you explain the logic and rationale behind your campaign, the challenges and opportunities you faced, and the impact and value you created.

4 Focus on the benefits, not the features

Another tip to communicate campaign ROI is to focus on the benefits, not the features, of your campaign. Benefits are the outcomes and results that your campaign delivered, while features are the attributes and characteristics of your campaign. For example, instead of saying that your campaign used email marketing, social media, and webinars as features, you can say that your campaign increased leads, conversions, and retention as benefits. Benefits are more relevant and persuasive to your stakeholders, as they show how your campaign solved their problems or met their needs.

5 Provide recommendations and next steps

Finally, you should provide recommendations and next steps based on your campaign ROI. This will show that you are proactive and strategic, as well as demonstrate your value and credibility as a marketing campaign manager. You can suggest ways to improve your campaign performance, optimize your budget allocation, or leverage your best practices. You can also propose new ideas or opportunities to expand or scale your campaign, or to test new channels or tactics.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?