Integrated Marketing expert, Lori Jones, is obsessed with the outcome of every program her company, Avocet Communications, creates. I&I provides insight on how you can ignite your sales through integrated marketing, advertising, public relations, social, and digital story telling. We hope these posts make you think, spark some “aha!” moments, and illustrate just how important a truly integrated communications strategy – and a solid, inspired brand presence – is to success and longevity.
content marketingsocial mediasocial media marketing
August 19, 2014

How Do You Overcome Showing ROI with Social? Here’s 5 Things.

We all know that getting your business to invest in social media can be a tough sell. Often times the big question is “how can you show me the ROI?” It can be a difficult conversation to have, and an even more difficult one to win.  As  of now, it’s hard to show a direct correlation to social media and sales. However, here are 5 things that will help you sell your case…

1. Collecting Data – Holding a social media contest or sweepstakes can allow you to not only collect more social fans, but will also allow you to harvest data. You can rapidly grow your data base for email marketing. In fact, one of the most common strategies for Facebook marketing is to grow an email list. From there, you can market your database outside of the social platform.

2. Customer Service – Most businesses don’t realize the fact that your social media is now the frontline of your customer service. It is often the first place a customer will go when they have a question or issue. Within this context, it also allows you to show off your great customer service by helping solve problems. Even with negative reviews or posts, it gives you an opportunity to show your customer care and responsiveness.

3. Brand Identity – Social is one of the greatest tools to express your brand and communicate your companies culture. It is unlike any other platform in this way. You can showcase your values and inside looks into what makes your business tick. Watch how people will engage with you!

4. Customer Expectation – Nowadays, your customers expect you to not only be on social, but also to be active and approachable. It’s a fact. The average response time to for inquiries is 3 hours. That’s what people are use to, that’s what people expect. They expect to be able to ask you questions on Facebook and for you to respond promptly with answers.

5. Impressions – In the early 90s the rule of thumb was someone needed to see your ad 3 times in order to make a buying decision. Due to marketing saturation and the mix of online, TV, radio, display etc., it now takes an average of 20 impressions for someone to make that same decision. With all impressions now needed in order for your brand to stay top-of-mind, social is a clear choice. Why? Since social media accounts for the majority of online activity, it makes sense for it to be one of the best platforms to create impressions.

In short, if you don’t want your business to be left behind in the digital age, social media is a must. It’s an investment, and like all good investments it takes time. The truth is, if you’re not on social media being interactive and communicating to customers – someone else is. The value is there, the audience is there, you need to be there.

About this author

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