Well this is always a tricky question when it comes to ROI for your marketing. The first thing I would communicate is that you have to understand what’s measurable and what’s not. So with different platforms, social media, your Web site, whatever it is, there are certain there are certain things that can be measured and certain things that can’t so you do need to kind of understand that.
Really some of the best advice that I typically give to our clients is you need to track things internally, you need to track referrals and where they come from. You need to track if someone came from the Internet or someone came through a referral and if they came through a referral is that person that referred to you someone that’s getting your newsletter because maybe that helped?
So the point is there’s some data that you can track but really you do need to take some responsibility internally to track where things are coming from and know how you build a rapport with that person, okay? Did they find you online? Do they get your newsletter? You know, how have you kind of built a rapport with that person. I think the other thing to keep in mind too is there’s some things you can’t track like how do you track the ROI of your logo? You would never ask that question or maybe you might say no one is going to say what’s the ROI of my phone? You’re never going to ask those questions because those things serve a necessary purpose for you that you don’t question you just realize that it equips you and helps you do your job better, your phone helps you do your job better.
Well, think about this, your Internet marketing should serve to enhance your credibility. It should help people that are looking you up online to feel like you’re an expert, you’re the best person for what they need; okay, that’s a necessary component of marketing, right, to have an image that impresses. How do you track that? Well, you really can’t. What you can do, just so you know, is you can do your best to have a pulse on what’s it like when somebody shows up to our firm because, for example, we have a lot of clients that do tell us that they find it much easier to seal the deal with prospects once they come in.
So they kind of have a pulse on things that way but there’s no real tangible ROI for the return on investment for having an impressive online presence. So I think you need to distinguish between what you can track and what you can’t track and you need to also figure out what you can track internally versus what your marketing company can track for you.
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