Most Popular Questions
Short answer: probably. Getting the right message in front of the right audience is what all marketing is supposed to do, and social media might work for you. It’s not for every business, but you should learn if it’s right for you.
Success is measured using the same metrics you use for any other marketing activity: traffic, leads, and customers. Counting the number of fans or followers you have can help you understand your social media reach, but the bottom line that determines its success is how many people it drives to your site, how many of them are qualified leads, and how many of them actually become customers.
One thing is for certain – social media marketing is never free. Whether you’re spending your own valuable time on it, asking an employee to add it to their workload, hiring a social media employee, or outsourcing to a marketing firm, there is always a cost.
The key is to get the maximum ROI out of the time or money you put into it.
It’s important to remember, however, that ROI doesn’t have to mean revenue. It can, but it can also mean meeting other objectives, such as getting new leads, increasing email marketing subscriptions, or even boosting customer satisfaction. The ROI you end up with is the direct result of how focused your social media marketing strategy is.
Taking “control” of your brand isn’t really possible anymore, thanks to social media. Whether you’re in the conversation or not, people will talk about you online, and there’s no way for you to “control” what they say. But what you can do is join in those conversations, and influence them by being a part of them. From negative reviews on Yelp to customer complaints on Twitter, the way to influence your audience’s perception of your brand is to participate in the conversations, and steer them in a direction you’re happy with.
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