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What is real ROI?

I wanted to write to you as we are all headed into a time of the year where we take a hard look at all the marketing money spent throughout the year and attempt to evaluate the positive or negative impact our efforts have make on the bottom line results.

Here's a common question....

Is ROI a Real Thing on Social Media?

Yes it really is...but you may be looking at it all wrong.
In order to get an ROI on your social media efforts.

Ask yourself this:

"What do I want people to do?"

Yeah- I know this sounds really basic and if the only answer is: make the phones ring... you are not being realistic. Someone that has JUST found you online typically doesn't rush to picking up the phone and call because you graciously offered a FREE CONSULTATION or have a super sale going on. Sorry.

They need to experience you on their own terms. And those activities (which you really need to track), can look like this:

1. Subscribing to your blog
2. Subscribing to your newsletter
3. Downloading your white paper
4. Downloading your ebook
5. Registering for your webinar
6. Watching a demo
7. Visiting your website

Track all of these activities with your website analytics!

The next step should answer:
"How will I keep the connection fresh and informative?"
And boy what options you have here as you want to think about ways to educate and entertain versus: SELL>SELL>SELL.

Having automation set up for your efforts is critical to a solid followup process. Otherwise you are just sending one time random messages and hoping they jump at your offer. I use a company called ACTIVE CAMPAIGN which allows me to build those autoresponder emails after someone requests a download of an ebook or even register for an online class I've built.  Happy to tell you more but you can check them out and see what you think: www.activecampaign.com

Okay--- let's keep talking. More to come but I'd like to hear from you. What do you track and measure online to show your results?


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