social media & email marketing: it's all about the roi
DESCRIPTION
My social media and email marketing ROI presentation from the three 2012 McGladrey "Carolinas Clients, Alumni and Friends Events" (Greensboro, Charlotte, and Raleigh, NC).TRANSCRIPT
Adam Q. Holden-Bache | Mass Transmit @adamholdenbache
@adamholdenbache
• OFFER VALUE
WHAT MATTERS MOST IN SOCIAL MEDIA?
• Be helpful
• BE PERSONABLE
FOCUS ON THE PEOPLE, NOT THE TECHNOLOGY
@adamholdenbache
• ESTABLISH NEW, MEANINFUL RELATIONSHIPS
HOW DO YOU DO BUSINESS
THROUGH SOCIAL MEDIA?
BUILD CONVERSATIONS, NOT CAMPAIGNS
• INCREASE BRAND AWARENESS
HAVE A GOAL
@adamholdenbache
• GENERATE LEADS
• INCREASE SALES
• GENERATE New Connections or Opt-Ins
@adamholdenbache
• INSights (SHARE QUALITY content)
PROVIDE VALUE
• INFORMATION (share your expertise)
• Assistance (help others)
Position yourself for new opportunities
• anyone you meet in person
WHO SHOULD YOU FOLLOW?
@adamholdenbache
• thought leaders in your industry
• potential clients
• those that can help you professionally
• those you want to research or emulate
@adamholdenbache
Industry events:
• Twitter hashtags
Where do you find connections?
Community sites:
• facebook pages
Question/Answer Sites:
• linkedin Groups
• quora
Industry blogs:
• authors
• commenters
• SHARE A BUSINESS RELATED ARTICLE OR BLOG POST
THINGS TO DO EVERY DAY
@adamholdenbache
• ASK A QUESTION
• ANSWER A QUESTION
• FOLLOW OR CONNECT WITH SOMEONE
• COMPLIMENT someone
• 72% of businesses say social media has
helped close business
Recognize the INtangibles
• 66% Say it Increases Conversion Rates
• 63% Say it increases positive customer mentions
Social Media ROI is more than just sales
@adamholdenbache
• invoke curiosity
CRAFT A great subject line
• create urgency
• Offer knowledge or information
• PERSONALIZE
• who you are
5 SENTENCE maximum
• what you want
• why it is beneficial or necessary
• why I should help you
• what the next step is
• Name & title
• phone
• social connections
• call to action
PERSONAL EMAIL:
INCLUDE A SIGNATURE
@adamholdenbache
Cyber Monday
The biggest email marketing
day of the year is…
93% OF MAJOR ONLINE RETAILERS SENT AT LEAST ONE
PROMOTIONAL EMAIL ON CYBER MONDAY
• lead Generation (78%)
B2B uses for email Marketing
• Building brand (68%)
• driving sales (59%)
• Thought leadership (52%)
@adamholdenbache
• use an esp (email service provider)
Maximize Email marketing ROI
*Direct Marketing Association, 2012
Email roi = $40.56 for every dollar spent*
• focus on the value for the recipient
• have a goal (and an easy path to achieve it)
gain from investment – cost of investment
Cost of investment
@adamholdenbache
1. ROI is media-agnostic
ROI RULES
2. Every resource has a value
3. ROI can only be calculated
after the investment has yield a return
4. ROI must be calculated in $$$
• Establish goals
Measuring ROI
• design campaigns to be measurable
• Always test and analyze results
• focus on decisions that improve roi