What Does ROI Really Mean in Business? It’s Not Always About the Money

When I first started my business, ROI meant one thing: money in, money out. Every penny spent on marketing, ads, team members or new tools had to be justified with a financial return. 

And sure, that’s part of the game—because, let’s be honest, none of us are running businesses to lose money. But over time, I realized ROI isn’t just about what’s happening in your bank account.

The last 6 years that I have been in business for myself, the more I’ve come to understand that ROI is innately personal. Your values, your needs, and where you want to be will determine how you measure success. 

ROI in Time

I remember the first time I felt really overwhelmed—trying to juggle everything. Between developing strategies, serving clients, managing social media, and trying to live a life outside of work, I hit a wall. That’s when I realized: time is one of the most valuable things I could ever get back from my business.

I’ve probably hit this wall more times than I count (I’m sure you can relate!).

So now, when I think about ROI, it’s not just “did that campaign bring in more sales?” but “did that investment also save me time?” Is this tool allowing me to focus on what actually matters?

Because time, once lost, is never coming back.

ROI in Impact

There’s also that emotional ROI. Sometimes the real return is the feeling that you’re making a difference, that your work is creating ripples. I’ve had moments where a heartfelt message from a client has been more meaningful than hitting a revenue goal. Don’t get me wrong, money is important—but when someone says your work changed their life or business? That’s the kind of return that feels priceless.

ROI can be seeing the impact your work has on others—whether it’s helping someone finally get unstuck in their business or knowing you’ve inspired someone to take a leap they were afraid of. It’s that fulfillment you can’t put a number on.

ROI in Learning

One of the biggest lessons I’ve learned? Not every investment brings an immediate return—or any return at all.

I've spent money on courses, templates and even ads that didn’t work out the way I hoped, or I poured hours into creating something that didn’t deliver. And yet, even those moments had a return. They taught me what to stop doing.

Those so-called “failures”, they shape the way I make decisions, help me recognize what truly moves the needle, and ultimately make me a smarter, more strategic business owner.

ROI in Brand

There’s also the return that isn’t financial but sets you up for long-term success—brand growth. Every social media post, every email sent, every connection made—it’s all laying the groundwork for something bigger. Sometimes, the return is in the relationships you build, the trust you create with your audience, or the reputation you establish over time.

I’ve had to remind myself (and my clients) that not every effort will immediately turn into a lead/sale—and that’s okay. Building a business is a long game. Some returns take months, even years, to show up.

----------------

At the end of the day, ROI is about so much more than just the financial returns gained. Sure, we need to track dollars and cents, and ensure that we are hitting those revenue goals and getting paid. But it’s also about asking ourselves, what am I really gaining from this? Is it time? Freedom? Impact? Growth? Peace of mind?

The answer really is different for everyone.

For my clients, investing in social media marketing isn’t just about visibility—it’s about building a thriving online presence with a strategic approach that puts them in front of their ideal clients, speaks their language, and converts them into customers. Our goal is to maximize their ROI through a combination of organic and paid marketing. But as their business grows, so does their freedom. They no longer have to stress about what to post or how to run effective ad campaigns—it’s off their plate. That means more time to focus on other areas of their business, or simply enjoy more flexibility in their personal life.

For me, ROI has evolved over time. In the beginning, it was all about quick wins and financial returns. Now, it’s more holistic. I’m looking at the bigger picture. I want my business to give me the freedom to enjoy my life, to spend time with my family, to help people, and to grow in ways that are meaningful to me.

And that’s the real beauty of entrepreneurship, isn’t it? We get to define our own success and what a “return” means to us.