Social Media & Email Marketing: It's All About The ROI
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Transcript of Social Media & Email Marketing: It's All About The ROI
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