I had a good talk with Kyle Lacey yesterday who turned me on to this post by Olivier Blanchard on Social Media ROI. It's still suprising to me that this needs to be spelled out to some of the Social Media Glitterati.....ROI means Return on Investment.
Investment is the time and money that goes into something....return = the Dollars that come out. Olivier has a nice diagram shown here:
Now as you can see, lots of things may happen in between the Investment and the return, and some of those things may be good....but not as good as money!
When you accept this, then you can really start to frame your Corporate Blogging Strategy around a focus towards what really drives your return. Search Marketing brings the biggest return for your social media efforts. Starting with targeted keyword blogs full of relevant content. Remember relevance is in the eyes of the searcher....so use the keywords because those are their words....
This shouldn't be so much of a mystery. Talk about what the new visitors want to talk about....they are telling you exactly what they care about by their use of specific language.
Make sure that your blogs have strong calls to action and test them frequently. The goal is much more about conversion than conversation. You will have plenty of time and various methods once you take the first step in the relationship...get them to click through: the online marketing equivalent of raising their hand.
Investment is the time and money that goes into something....return = the Dollars that come out. Olivier has a nice diagram shown here:
Now as you can see, lots of things may happen in between the Investment and the return, and some of those things may be good....but not as good as money!
When you accept this, then you can really start to frame your Corporate Blogging Strategy around a focus towards what really drives your return. Search Marketing brings the biggest return for your social media efforts. Starting with targeted keyword blogs full of relevant content. Remember relevance is in the eyes of the searcher....so use the keywords because those are their words....
This shouldn't be so much of a mystery. Talk about what the new visitors want to talk about....they are telling you exactly what they care about by their use of specific language.
Make sure that your blogs have strong calls to action and test them frequently. The goal is much more about conversion than conversation. You will have plenty of time and various methods once you take the first step in the relationship...get them to click through: the online marketing equivalent of raising their hand.
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