What do you get when you measure...

Does blogging or other social media efforts pay off in real dollars? The following is from a post Lewis Green wrote on the Daily Fix, the MarketingProfs blog, last week. He adds, "...the real ROI of blogging comes in different forms and the "R" in ROI doesn't always have to mean revenue." Lewis suggests that marketers ask whether such efforts:

• Create great customer experiences as measured by the happiness levels of our customers?
• Result in loyal clients?
• Result in revenues and/or profits?
• Result in leads and referrals?
• Result in getting us noticed?

clipped from mail.google.com "I am a stickler for marketing and sales results. Everything we do should be measured, including our social media and social networking efforts. If what we do doesn't return ROI, we should stop doing it."

Are we speaking to ourselves?

Every day you hear something about Web 2.0 or Social Networking tools and how companies or marketers should utilize them. You might even hear how great it is to use new media to reach your target market "where they live". But does your audience really want to hear from you in that method? Are they really going to respond to your Facebook postings or cell phone ads?

Check out the findings in ExactTarget's 2008 Channel Preference Survey. While many people use a variety of social media to communicate with friends, many prefer not to use these methods to be marketed to.

So when we use these avenues to market a service or product, is anyone actually listening to us? Ask first, why are we using blogs, TV, cell phone ads, or texts to reach our customers? Is it the best method? Or do we feel we need to jump onto that Social Networking train before it leaves the station and we're stranded?

Maybe we should reel-in our social networking marketing efforts and examine who we are really marketing to and why. Reduce the outreach to one outlet after deciding it's the best one for your product or service.

I'm just saying don’t get carried away or you might be speaking to an audience of one.

Teaching an old dog new tricks

I recently attended an Online Marketing seminar hosted by the Chesapeake Regional Tech Council. I was extremely impressed with the panelists, the discussions, and the tips they provided to help attendees (whether B2C or B2B) improve their Online Marketing efforts. However, when asked how many marketers were in the room, I noted only a few people (out of 70) raised their hands. Why? Were many of the companies without a marketer? Or did they think because it was being hosted by a technology group, that marketing didn't need to be there?

When Q&A's started, it was obvious that most of the questions weren't from marketers, but rather from non-marketing upper-level management. Questions such as how do I get started, what is SEO or SEM, how do I track stats, how can I make my site better without spending money? Such basic questions that I wondered how these people could "hold it" for so long during the discussion. Most of the other marketers in the room sat back, looking somewhat bored, hoping to either ask or hear a questions that really related to the session. Why were we focusing on the basics, when I wanted to hear more about what people have done that worked or didn't work? Where were all the marketers? Still in the office?

So I ask, can you really teach a "more experienced" manager (CEO, VP) with little to no marketing experience about Online Marketing including SEO, SEM, analytics, optimal site layout, or marketing copy? In many cases, no. Don't waste your or others time by trying to understand every facet of this field just because you own or run the company. Focus your efforts and time on that which grew your company: new business, improving customer relationships, employee retention. Let your marketer handle this end. That's why you hired them, right?

SEM methods change daily. It must be monitored by an experienced professional that understands what to take away from a new technological release; who understands whether or not Web 2.0 is right for YOUR company; who can tell you the difference between visits and unique visitors. Realize that Online Marketing is a field that deserves attention, time, and money. Spend some money on your marketing efforts. You'll be glad you did.

Again, the session wasn't Online Marketing 101 or SEM 101. But it did provide a lot of useful suggestions and resources for an experienced marketer to utilize once they returned to the office. At least, that's what I got out of it.