As a digital marketer you have so many marketing channels to choose from when building out your marketing strategy. Not only is it important to vet each channel to fully understand if you will reach your target audience but also to fully comprehend the data output each channel is providing. It’s no longer about how many people can you reach, it’s about how many people can you reach and at what cost. This means ensuring you’re maximizing your Marketing ROI.
The costs associated with marketing will be a major factor in how you do your marketing. Blindly throwing money may work in the meantime, but there is a smarter, cheaper way to get better results. This is why it’s important to use services that provide actionable performance metrics. Is the service reaching the people it needs to, how much is it costing and how much is it bringing in? Basic math equation that can become very complex depending on the services you’re using.
What is the right data? That depends on the digital marketer’s goal and strategy. There is no one size fits all in marketing as there isn’t in performance metrics; hence why the better services will cost a premium in the market. Not only will the service reach your potential customers but in return, it makes you money and has the performance metrics to show. The problem for digital marketers is there is no one-stop shop, they need to manage multiple channels with multiple reporting platforms. Reconciliation and comparing can become cumbersome and time-consuming. As a result, a service must have actionable data to be a part of the strategy; the possible reason why organic social media posts are not included when calculating a marketing budget ROI.
The best way to maximize your marketing ROI is to keep your costs low and revenue high. So what about free organic social media? Why not invest the time to include these results in your marketing ROI? The classic Wall Street cliché statement “time is money”! From Wall Street to Sand Hill Road in Silicon Valley those words have never rung truer. Why spend time with free what you can pay and get the performance metrics you need. Social media understands this; why give something away when you’re willing to pay for it?
Organic social media posts can be defined as posts issued through the non-paid a.k.a. FREE versions of Twitter, Facebook, Linkedin, Instagram etc..? The goal of a digital marketer is to be as efficient and effective as possible while maximizing every dollar in their marketing budget. So why do digital marketers too often overlook FREE organic social media when calculating ROI? Perhaps the question is not why but how?
There can be a case made that a strategic investment to track free organic social posts can make sense. What else can the tracking service do to benefit the user is the value. How can you measure how effective a free platform against the paid version? What if organic social posts were producing similar results? Perhaps there is a gap in the audience that the free organic socials posts were covering that the paid posts are missing?
Without understanding the reach and power of your organic social media posts a digital marketer won’t fully understand the effectiveness of their marketing strategy or their marketing ROI.
So what is the solution for digital marketers who do want to understand the full scope of their paid and free organic social media marketing efforts? What service provides the additional value add to justify the costs of including free organic social posts?
- Multi-Channel Attribution: The Assist is Greater Than The Goal
- Top 10 Marketing Tools Every Startup Should Use
- The ClickMeter plugin for WordPress
This blog post is about:
- Marketing ROI
- Increasing marketing return on investment
- What is ROI
Originally published: June 11th, 2015.
Updated: January 16th, 2019.