Social Media & Email Marketing: It's All About The ROI

Adam Q. Holden-Bache | Mass Transmit @adamholdenbache

@adamholdenbache

• OFFER VALUE

WHAT MATTERS MOST IN SOCIAL MEDIA?

• Be helpful

• BE PERSONABLE

FOCUS ON THE PEOPLE, NOT THE TECHNOLOGY

@adamholdenbache

• ESTABLISH NEW, MEANINFUL RELATIONSHIPS

HOW DO YOU DO BUSINESS

THROUGH SOCIAL MEDIA?

BUILD CONVERSATIONS, NOT CAMPAIGNS

• INCREASE BRAND AWARENESS

HAVE A GOAL

@adamholdenbache

• GENERATE LEADS

• INCREASE SALES

• GENERATE New Connections or Opt-Ins

@adamholdenbache

• INSights (SHARE QUALITY content)

PROVIDE VALUE

• INFORMATION (share your expertise)

• Assistance (help others)

Position yourself for new opportunities

• anyone you meet in person

WHO SHOULD YOU FOLLOW?

@adamholdenbache

• thought leaders in your industry

• potential clients

• those that can help you professionally

• those you want to research or emulate

@adamholdenbache

Industry events:

• Twitter hashtags

Where do you find connections?

Community sites:

• facebook pages

Question/Answer Sites:

• linkedin Groups

• quora

Industry blogs:

• authors

• commenters

• SHARE A BUSINESS RELATED ARTICLE OR BLOG POST

THINGS TO DO EVERY DAY

@adamholdenbache

• ASK A QUESTION

• ANSWER A QUESTION

• FOLLOW OR CONNECT WITH SOMEONE

• COMPLIMENT someone

• 72% of businesses say social media has

helped close business

Recognize the INtangibles

• 66% Say it Increases Conversion Rates

• 63% Say it increases positive customer mentions

Social Media ROI is more than just sales

@adamholdenbache

• invoke curiosity

CRAFT A great subject line

• create urgency

• Offer knowledge or information

• PERSONALIZE

• who you are

5 SENTENCE maximum

• what you want

• why it is beneficial or necessary

• why I should help you

• what the next step is

• Name & title

• phone

• social connections

• call to action

PERSONAL EMAIL:

INCLUDE A SIGNATURE

@adamholdenbache

Cyber Monday

The biggest email marketing

day of the year is…

93% OF MAJOR ONLINE RETAILERS SENT AT LEAST ONE

PROMOTIONAL EMAIL ON CYBER MONDAY

• lead Generation (78%)

B2B uses for email Marketing

• Building brand (68%)

• driving sales (59%)

• Thought leadership (52%)

@adamholdenbache

• use an esp (email service provider)

Maximize Email marketing ROI

*Direct Marketing Association, 2012

Email roi = $40.56 for every dollar spent*

• focus on the value for the recipient

• have a goal (and an easy path to achieve it)

gain from investment – cost of investment

Cost of investment

@adamholdenbache

1. ROI is media-agnostic

ROI RULES

2. Every resource has a value

3. ROI can only be calculated

after the investment has yield a return

4. ROI must be calculated in $$$

• Establish goals

Measuring ROI

• design campaigns to be measurable

• Always test and analyze results

• focus on decisions that improve roi

Adam Q. Holden-Bache

CEO/Managing Director

Mass Transmit

adam@masstransmit.com

@adamholdenbache