As part of an ongoing conversation into how we should all be using social media in 2019 is the conversation about sales. Social media managers are increasingly being asked about the dollar value amount they bring into a business, what’s their ROI. And we have no issues about being asked about our ROI – what we do want to look at is what we mean when we talk about the “return”.
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We spoke recently about why email marketing is important and why it should be a key part of your amplification strategy. But there’s no sense in sending out a carefully crafted message that doesn’t add value to the people you are trying to target – but who are they anyway? Who are you designing your EDMs for and what are you trying to get them to do?
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Itʼs a topic that comes up pretty quickly when you talk to business owners – they arenʼt getting the engagement they want on social media, the cost of boosting all their posts is too high and they arenʼt even sure if anyone is seeing their posts at all. As a company who works in the space, we hear this all too often and we see it regularly. More and more, social media platforms are becoming a discovery platform or a portfolio showcase, rather than a regular engagement channel. They are no longer the key way to capture the attention of your audience.
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