Impact of Social Media on Branding
ROI – The Return on Ignoring Social Media
ROI is the latest scapegoat. “If we can’t measure it, we can’t afford to invest in it.” Sound familiar? Too many times business owners and decision makers refuse to invest in social media strategies because they can’t effectively measure the return on their investment. ROI has been the traditional tool to measure the effectiveness of marketing campaigns and other initiatives. How much will it cost to implement and how much money will we make as a result. The difference is your ROI. Well, the mold has been broken. You simply CANNOT measure ROI effectively on a social media campaign.
Don’t get me wrong, you should definitely set goals for a social media campaign and measure key performance indicators (KPIs) so you’ll know if it’s effective. But if you want a guarantee that if you spend $5000 on a social media campaign you’ll make $50,000 as a result, you might as well invest the money in traditional ads, PPC campaigns, or other traditional marketing and sales efforts. Harsh? Yes, but it will save you and your social media guru lots of arguments and unrealized expectations.
How should you measure a social media campaign? Read more…
Structure of a Successful SEO Campaign
In order for your search engine optimization campaign to be a success, there are several things you must consider, and an order in which to accomplish them. In this article, I’ll describe the view from 1000 feet.
Step 1 – Define Goals
If you don’t know what you want to accomplish, you will likely never accomplish it. Write down your goals. I know, it sounds stupid, but if you write down your goals you are much more likely to actually accomplish them. What return on investment to you expect? What increases in your key performance indicators (KPIs) would you like to see? How many more sales or conversions each month?
As you set your goals, also plan the time frames in which you expect to achieve them. Set some deadlines. Keep in mind that many facets of the SEO process can take some time to begin performing – so allow a little wiggle room.