I’ve recently started a “Lunch & Learn” series to connect with marketing department heads and decision makers at larger companies who may wish to learn more about online marketing and social media marketing. The thought process being “if the mountain won’t come to Mohammad….”. We’ve already done two such Lunch & Learn sessions thus far and have another one scheduled for this week.
Ok, so that means that there’s interest, right? It’s not the pizza that I treat them to that’s making them invite me; they appear to be genuinely interested in learning about Social Media Marketing.
But as much as I love to talk about how to use social media websites and why content continues to be “King” when it comes to search engines, one concept that I attempt to drive home is figuring out ROI in marketing, especially online marketing. If a company cannot get more traffic, build or create a brand, convert some of the traffic/leads, or benefit in any measurable way, then there is no point in implementing an online marketing campaign. They might as well advertise in the physical yellow pages and use them as door stoppers. Ok, I’m joking about the yellow pages directories being door stoppers but you get my point?
Return on Investment (RO) can be measured when marketing online, even for service based companies. The measurement may be different than when measuring ROI in the form of walk-in traffic or when someone makes an online purchase through an ecommerce site, but it is feasible.
So here’s the bottom line for all those out there who are hungry to learn more about and implement online marketing. Make sure that when it comes to implementing online marketing campaigns for your business, you also set up some key measurement goals to evaluate success or lack there of, of your marketing campaign.
Because if you can’t measure it or don’t know how to, why bother! There are other ways to burn money, lol!