A friend of mine recently emailed me to say that she has a new client but they’re wary of doing a blogger outreach program, and do I have any metrics about outreach ROI, especially for driving sales?
I wrote back: You’re asking for the holy grail.
However, while linking ROI to blogger outreach is not simple, it’s also not impossible. Think about the decades (centuries?) of PR people who have gone before us. How did they determine ROI on media outreach when all they had was “impressions” (a very fuzzy number that was, and is: self-reported from print and broadcast media)?