When I’m working with a client to start a blog and/or use social media to grow their business, I’m always asked for the ROI (return on investment) because most people love the security of ‘if you give the Starbuck’s guy $5.00, he’ll give you a small coffee.’
But, using social media & blogging to grow your business doesn’t have a predictable ROI, or at least not one as quantifiable as the coffee example.
Here are some things that are guaranteed through the use of blogging & social media:
- Increased traffic to your website
- Increased rank
- Increased searchability
But guess what? These guarantees come with huge IF’s attached.
You’ll only get increased traffic, rank and searchability on your blog if you:
- Post on a regular basis
- Provide quality content and valuable information
- Link out
- Listen to what your readers or potential readers are looking for
- Read and comment meaningfully on other blogs and your own
You’ll only get increased traffic, rank and searchability to your site with social media if you:
- Participate consistently
- Listen
- Give more than you take
- Are authentic
- Provide quality content and valuable information
- Join in for the conversation and to learn - not just for the sale
But, there’s another huge reason why the ROI is a big IF. You may not know this, but I’m a yoga teacher with over 500 hours in training - I used to teach guest yoga and workshops at Kripalu Center - and it was one of the most creative and giving highlights of my life. And, one of the many lessons I learned through my own practice and from my teachers was that no two people will ever experience or do a yoga posture in the same way. In fact, you, yourself, will not do a yoga posture the same way twice - because we are all unique, moment to moment.
Think about that. I’m older hour by hour, I’ve learned new information, I’m tired, I’m excited about something - but I’m never the same, so I can’t experience or do anything in the same way. This applies to blogging & social media and the unquantifiable-ness of ROI because no one will behave the same way from day to day or network to network. The pose, if you will, consistently changes…and so, therefore, do the results.
So, your performance on your blog and on your social networks depends on you:
- Are your eyes open to networking?
- Do you take opportunities?
- Are you creative when you network?
- Do you experiment? See what works, try new things, recalibrate, re-try?
- Are you growing with the wave of technology and innovation?
And, finally, Chris Brogan (social media expert and fantastic blogger) answers this question on a recent livestream podcast. He said there is no ROI for blogging & social media. They are tools, part of a communications and marketing strategy. Your sales closing process determines your ROI.
Very good point. Blogging & Social Media make connections, they get you to the people - you have to close the deal. And, how you behave in those places directly impacts who you attract and your reputation while setting the foundation for said deal closings.
Like any other successful tool, blogging & social media work if you work ‘em. It’s all up to you - and I have all the confidence in the world that you can make it happen.
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