Strategy 2 min read
How to measure content ROI when you sell expertise
Likes do not pay the rent. Here are the four numbers I track for every expert client, and how to connect a post to a booked call.
Pervez Hossain
Digital growth partner
When a doctor or coach asks me whether content is working, the answer is never in the likes. It is in four numbers, and a simple way to connect them.
The four numbers
1. Profile visits. The first sign that content is reaching the right people. A post with 200 likes and no profile visits entertained people. A post with 40 likes and 90 profile visits made someone curious about you.
2. Conversations started. DMs, replies to your newsletter, comments that ask a real question. This is where trust turns into intent.
3. Booked calls or consultations. The number that matters most. Track where each one came from.
4. Value per client. What a new client or patient is worth to you over the first year. Without this, you cannot say whether a cost is high or low.
Connect a post to a booking
The simplest method works: ask. Add “How did you hear about me?” to your booking form, with options like “LinkedIn post”, “Instagram video”, “Newsletter” and “Referral”. It is not perfect, but it is far better than guessing.
For more precision:
- Use a separate booking link (or UTM parameters) in each platform’s bio
- Log every DM that turns into a call in a simple spreadsheet
- Review the numbers monthly, not daily
Give it 90 days
Content compounds. In almost every account I have managed, the biggest jump came after 60 days of consistent posting. Judge the system at 90 days, not at two weeks.
Do the maths before you start
If one new client is worth $3,000 and the content system costs $1,500 a month, you need one extra client every two months to break even. Most experts with a clear offer will do much better than that.
Run your own numbers with the content ROI calculator. It takes about a minute.