At a recent conference, one of the participants asked: “How do you measure Return on Investment with social media campaigns”? I feel that question is too narrow. You measure Return on Investment with all your marketing operations, combined. This is your cumulative Internet marketing campaign. Here’s why I say that, and you can send that hate e-mail to email@example.com.
1. Your logo is part of your Internet marketing campaign. You paid someone to create a logo and save it in varied formats. This would include high resolution for print and embroidery as well as low resolution for web sites.
2. Your Internet domain is part of your Internet marketing campaign. If you have registered a domain and paid someone to host it, you incurred an expense. It is an investment and is designed to help you attract more business.
3. Your web site is part of your Internet marketing campaign. You wrote and gathered content for a web site. This would include original content, testimonials, pictures, movies and audio recordings. You may have created the site yourself or paid someone else to create it. If you created your site yourself, you invested your time and energy in this project. If you paid someone else to create it, you hired that person to provide their time and energy. You also wrote a check.
4. Your social media presence is part of your Internet marketing campaign. You’ve spent time learning Facebook, Google+ and LinkedIn. These services all ask you to create a profile that summarizes who you are and why people should do business with you. You can get up and running with these three services at no cost, but your time does have a value.
5. Finally, your blogging and pay-per-click operations are part of your Internet marketing campaign. Blogging helps you establish credibility by showing what you know to everyone who finds your blog. Blogging helps make you attractive to Google. You can update a blog much quicker and easier than you can update a web site. I can create a blog entry by sending an e-mail from my iPhone. Anyone out there want to edit your web site from your phone?
Now let me ask, which one variable can you measure when calculating your Return on Investment? It’s a trick question. You cannot measure just one and show causality between one variable and an increase/decrease in business. Too many factors come into play. You have a cumulative investment. When you measure how much you’ve invested in your Internet marketing campaigns, make sure you factor in all the variables I mention (above).
Mark Anthony Germanos uses Internet tools to help your ideal customers find you, your products and your services.
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Mark Anthony Germanos is the President of Cameron Park Computer Services, a premier Sacramento IT company providing Internet marketing, IT services, IT solutions and IT support. Mark has been in the IT service and IT support business since 1992. Does your IT company offer IT services, IT support, SEO solutions that work and CloudU certified staff that can provide today’s IT solutions at affordable prices”? We do.
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