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It’s not often that businesses will adopt a new marketing channel before even trying to get a rough idea of the likely ROI.
The most likely reason for this is that, given the pace that social media marketing is being adopted, companies are simply jumping on board because their competitors are doing it. When everyone around you is taking action, that’s often reason enough for others to join in for fear of missing out. In other cases, it may have been in response to PR disasters that were unfolding before their very eyes on social media so there simply wasn’t time to carry out a ROI analysis. When people ask me this, the first thing I say is “well, that depends on your social media objectives” – not usually the answer they want to hear but, in my opinion, the only correct one at this stage. Once you’ve decided on your objectives, you need to identify the metrics that you will use to measure them. Once you have assigned a value for your benefits, you just need to work out your costs (such as man power, outsourcing content creation etc) and you’re ready to calculate your ROI.
I recently read an interesting article by Sudha Jamthe called 3 accurate metrics for ROI on social media campaigns which is worth a read.
GreenBook Blog provides original insight into the challenges faced by the market research industry today.
Jonathan Gordon from McKinsey & Company offered his reflections on where marketing is and the continual search for it’s ROI. In a heavily-attended presentation, Jonathan Gordon from McKinsey & Company offered to give his reflections on where marketing is and the continual search for it’s ROI.
Making the light hearted comparison that every person on the planet could be gifted a iPod Nano for the $1 Trillion spent on Marketing, Gordon focused on the actionable marketing spend targeted to consumers of approx..
As Executive Vice President, David oversees all revenue and customer operations, as well as marketing and partnerships for pureprofile. David holds an MBA from the Sydney Business School and a Honors degree in Biology from the University of Western Ontario, both of which were awarded with distinction.
A new resident of San Francisco and despite living in Sydney for the past eight years, David has very much retained his Canadian accent and sense of humour, eh.
In the past, marketers might point to a series of funny TV commercials as a big accomplishment; today they might celebrate 10,000 likes on Facebook. There’s an increasing emphasis on marketing ROI because CEOs and CFOs are making it increasingly important. When speaking with CEOs, the most common complaint I hear is that marketers typically doesn’t think, act, and report through the lens of what keeps CEOs up at night: the financial bottom line. A mistake that marketing makes is spending excessive time and energy reporting on tactical outcome such as social engagement and click-through rates.
When an executive does a scorecard for various business departments, it doesn’t change much from unit to unit. Another growing issue for marketing is C Suite’s increasing belief that technology can solve everything. To better report on your ROI, it’s essential to partner with those who are consuming your reports: the CEO, CFO and others.
After you’ve identified any gaps, educate your executives about shortcomings to manage their expectations.
Jeff is the President of Black Ink and offers more than 20 years of leadership experience in marketing, serving companies ranging from Fortune 500 to start ups. In the digital era it’s easier than ever to track your advertising and marketing return on investment. Marketing through pay per click ads or ad retargeting is another great way to get in front of your customers. These are just a few ways to ensure your investment in marketing and advertising is well worth it. This entry was posted in Analytics and tagged digital advertising, digital marketing, marking roi, return on investionment on October 5, 2012 by Amy VanLoozen.
But there is still a very smart group of people out there that are doubters – The Acquisition Marketers. Company executives and owners have varying degrees of sophistication when it comes to understanding why SEO is important, or why it should be an important part of the marketing mix. The More, The Merrier – Capturing the long-tail is an important part of driving relevant visitors to our site, and they are more likely to be buyers. The surprising part for me in recent weeks is that there are many Acquisition Marketers who still doubt that investing in SEO is even worth the effort. In my last article, 10 Quick & Dirty SEO Success Metrics, I made the case that tracking SEO success can get messy when you look at attribution tracking, and that you may have to resort to some more basic measurements to prove success. It is exactly this messy success tracking that makes Acquisition Marketers hesitant to invest in SEO. A well-executed SEO strategy requires crafting and generating valuable content, promoting that content, and finding ways for trusted resources to link to that content.
As organic search traffic, and traffic from related sources, flows in, Acquisition Marketers can do one of the things they do best – test and optimize the user experience to capture customers and prospects, and build marketing lists to nurture with care. As I was drafting this article, I was bouncing ideas off of a trusted adviser, Mike Schultz, from the Rain Group.


It became evident, that if a competitive law firm did not engage in more aggressive marketing and demand generation, then not only were they leaving potential business on the table, the perception was that they were behind the curve. While the SEO industry is far from mature, it is true that the speed of adoption has been at a much more rapid rate than many other marketing channels.
So, my hope is that the sophisticated, ROI-driven Acquisition Marketers will take note of the broad benefits of SEO, and invest time and money in building organic search as an acquisition channel.
Some opinions expressed in this article may be those of a guest author and not necessarily Search Engine Land. Andy Komack is the founder and former president of KoMarketing Associates, LLC, a search engine marketing firm based in Waltham, MA. SMX Advanced, the only conference designed for experienced search marketers, returns to Seattle June 22-23. MarTech: The Marketing Tech Conference is for marketers responsible for selecting marketing technologies and developing marketing technologists. What is Avvo?Avvo helps attorneys grow their practice by easily connecting them with the millions of people searching for legal help every month.
Prior to founding Avvo, Mark was the executive vice president of Worldwide Corporate Affairs of InterActiveCorp Travel (IACT) and Expedia, Inc. Through his work with Avvo, Expedia and Orbitz, Mark has been a central figure at the intersection of the Internet and professional services for over a decade. When measuring the success of social media or Facebook ad campaigns you should never use ROI calculations exclusively when determining whether it was a success or not.
There are so many factors to consider when measuring the ROI of social media or Facebook Ads. The Facebook program that Casual Fridays put in place generated 423 ticket purchases online, and another 112 at the ticket office on the day of the event. In order to calculate your ROI, you need to know what metrics to measure, hence, you need to have defined what your goals are.
Metrics alone won’t give you your ROI though, they are simply numbers which show if indicators have gone up or down. For example, did your improved rankings generate a prospect who then went on to buy from you? She talks about social media revenue conversion which measures how many people become customers through social media referral channels.
Prior to this, I held marketing manager positions in the recruitment and automotive industries.
Contributors from both sides of the table share their expertise and offer unique perspectives on a wide variety of issues, both strategic and tactical.
Challenge top down allocation – many of the challenges with the marketing spend start with the budgeting process. Kick our Analytical Pad – recognize that Marketing and analytics require some judgment; not everything is perfect. Buy the same marketing for less – one has to streamline internal processes to get quick in procurement savings. Tackle cultural barriers in the marketing organization – Gordon proposes to “think transformation” and goes on to say that one of the critical issues in marketing transformation are cultural issues. Prior to joining pureprofile, he was a consultant for the Australian recruitment firm, Time Recruitment and a property researcher for Benchmark Real Estate in Canada.
Submissions & Voting Are Open for the Insight Innovation Competition at IIeX North America 2016! That’s because today’s business leaders differ from those of yesterday because they’re increasingly fiscally oriented. The five or six key health metrics of any business don’t vary much over time or from industry to industry. This could be finance, the executive office, and other data owners, which may or may not be in IT. At any moment, it can report how many widgets have been built, shipped, are defective, etc. Here are a few ways you can link your customers to specific marketing and advertising campaigns. Having these ads link to custom landing pages with contact forms or Google voice numbers on them will help you track what digital advertising and marketing materials lead them to you website. For the most part, these are sophisticated marketers, who use tight measurements to determine where to spend their marketing dollars.
Visits from long-tail keywords, even if not the best-converting keywords, are building brand awareness, and planting the seed that your site is there for them to come back to. Your quest for ranking for the best-converting, and more competitive, keywords will provide results. He talked about how roughly 20 years ago, law firms began to revolutionize the way they market and sell their services (even though lawyers have been around for centuries).
In fact, Brian Halligan and the rest of the Hubspot team, have proven how fast a new marketing concept, such as inbound marketing, can take hold.


In addition to Preston Gates, Mark practiced law in a small and medium-sized law firm and served as Senior Counsel to the U.S. Mark’s passion for helping consumers make better choices regarding legal professionals led to him being named one of Seattle’s “Top 25 Innovators” by Seattle Business Magazine in 2007.
He holds a degree in finance from Gonzaga University and serves on Gonzaga’s Board of Regents.
However, with proper campaign planning, tracking and execution, the ROI of Facebook Advertising can perform quite well. Put your best foot forward: Choose photos that were shot by a professional within the last year or two. Emphasize what makes you unique: Use your copy and images to communicate your specialties and competitive advantages. Let your clients speak for you: Nothing is more credible than a recommendation from a peer, so get credit for your work from your customers and post them as testimonials. Or, did you engage with someone following a positive comment they left on your blog who then went on to make a purchase? I live near Portsmouth on the south coast of England where, outside of work, you'll find me either in the pool or enjoying a nice glass of red wine. Today’s typical Fortune 500 CEOs come from finance or operations backgrounds, and thus they think and act around finances – and focus on ROI.
Take a manufacturing example: a widget plant might trumpet that it’s producing widgets 1 second faster per unit. Therefore marketing needs to report with those same metrics, rather than using a plethora of other metrics to try to persuade executives that they’re performing. If marketing doesn’t provide ROI, the department is increasingly likely to be asked “What do you mean, you can’t measure marketing?” Blank stare, unhappy CEO. Ensure you have access to the data, that the information is hygienic, and that you’re collating it into your ROI reporting. While this wasn’t possible just a few decades ago, manufacturing has embraced information technology and standardized its performance. Then check your website analytics to see how many people went directly to the marketed domain. Whether or not the content is found via a search engine (at the beginning), the content is still pushing website visitors closer to being buyers. It will just take more time than many Acquisition Marketers are typically comfortable with. Mark is also a frequent commentator on consumer issues, regularly appearing on programs such as ABC’s Good Morning America, Fox Business’ “America’s Nightly Scoreboard,” CNBC’s “Power Lunch,” CNN Money and Dow Jones MarketWatch.
Recently, Company X used Facebook Ads to sell tickets to their event , and as part of their agreement with Casual Fridays, we put the campaign together and managed it for them.
Give her a compelling reason to choose you over your competitors and always tell her how to take the next step toward working with you.
She highlights the challenges and gives some good examples of what some businesses are doing to overcome them. Both are dealing with higher levels of complexity and internal and external competitiveness. He also developed and manages the company’s operations in Sydney, London, Mumbai, New York and San Francisco and is responsible for creating and expanding strategic partnerships in those regions for the benefit of pureprofile's growing number of users and clients. Also find out whether there’s information that you can report, but they don’t want or care about. But, it was the initial visit, for a very specific phrase that even gave you the opportunity for that second visit. These traffic channels, and communication processes, will be there even when Google changes the search game on us all again. But, without making the investment in organic search, your competitors will keep taking your customers away from you. A prospective client would much rather see a packed dance floor or a romantic first dance photo than a picture of your equipment. These reviews also contribute to your chances of winning our Best of Weddings award, so it’s a good idea to request reviews regularly. It’s the same in marketing: how does 10,000 likes on Facebook affect the financial bottom line?
People will be finding you not just via search, but through good-old-fashioned communication. Keep this information in a spreadsheet and update it monthly so you can track your progress over time.
Change your profile image and add a call to action to your copy to see if you get a better response.



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