How do you measure the ROI of founder-led content in SaaS start-ups?

Over the past few weeks, I have had some exciting conversations with founders and marketers of early SaaS start-ups. The topic of founder-led content at the centre. A common key question is: „How do I know this is working?“ Let's go through some key indicators that can help you better assess the ROI of your content marketing.

1st signal: Increase in LinkedIn mentions 📈

A clear indicator of the success of your content strategy is the increasing number of people who cite „LinkedIn“ as a source in their self-attribution. Make sure that you regularly enquire about how interested parties became aware of your company. After around 90 days of active content, the mentions should generally increase.

2nd signal: Higher response rates with cold canvassing 📞

At a time when cold calling is becoming increasingly challenging, it's important to note that response rates can increase. Potential customers who recognise you and your face from their timeline are more likely to respond - especially if you've offered them valuable content related to your product category.

3rd signal: Increase in direct messages (DMs) 💬

If you publish content that builds trust, it may be a good sign if you receive more DMs and communication from people in your target group. These prospects are not only contacting you with questions about your product, but also because they recognise the positive effects of your content.

Keep an eye on other key figures 👀

In addition to the signals mentioned above, it is also obvious that key figures such as Followers and Impressions gain weight. Whilst these values are pleasing, they should not be the only measure of your success. The focus should be on this, Genuine customer relationships instead of just maximising the number of followers.

Conclusion

How do you measure the ROI of your content strategy? There are many facets and ways to track success. Feedback and suggestions are always welcome! Use the indicators mentioned above to evaluate and continuously improve the effectiveness of your content strategy. 💡