I'm trying to peddle one of my website's services to widget dealers in the area, and one of those services is that I will post a blog article on my site- a consumer-driven, unbiased site- promoting and describing a widget dealer's sales event. These widget dealers often go with direct mail or mass email approach, and I've been trying to gather a data table for comparison.
Now of course, the results on my site all depend on who and how many people come to my site, in addition to how well this "blog post ad" meshes with the content that my users expect to see. But, if anyone's done research or experienced results first-hand, I'd like to hear you chime in on the following:
1. How many people visited your site during the time that post was up?
2. How many viewers clicked through to the widget dealer after reading [OR] If the dealer widget logged incoming customers to the store, how many customers were logged off the ad?
3. What did you charge the widget dealer for your service, and given the answer for #2, what would then be your cost per lead?
My main dilemma is that I really don't have a clue as to what percentage of my users I can expect to take action on the ad. Again, surely it's very dependent upon the content and the site in question (and maybe that's the only way I'll get a reliable answer), but anyone who has some research stats on ROI for any of these kinds of campaigns would help my cause.
I've started up an example comparison to give you an idea of how I'm trying to push the service:
Direct Mail Campaign:
.75 cents per piece
1% response rate
ROI: 100 leads @ $75.00 per lead
Mass Email Campaign:
10,000 email recipients
.5 cents per piece
2% response rate
ROI: 200 leads @ $2.50 per lead
Blog Post Campaign:
10,000 readers (traffic number reached in 5 days)
$250/day for ad to run
5% response rate
ROI: 500 leads @ $2.50 per lead