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Hey everybody, Colin Receveur here. It’s Tuesday, June 17, and I’m going take a fellow blogger to task for a blog supporting social media marketing. Let’s get ready to rumble when we return.
– I recently saw a blog that tried to defend social media marketing despite an inability to track ROI.
– The point of the blog was that lots of factors contribute to someone becoming a business’s customer, so you can never really know the ROI on anything.
– For instance, people come across your practice in a variety of ways, so you can’t really track the value of any one contact. Was it your website, follow-up email, or personal recommendation that convinced them to schedule an appointment
– Here are a couple of comments that stood out to me:
– “Great social media marketing humanizes your business through social engagement and listening. It might not be seen to drive revenues but just like a friendly, helpful sales associate or a brightly lit window display – it is a very important strategy to make your organization more attractive and likeable.”
– And “What is the ROI on your essential but non-revenue generating staff? What is the ROI on the cost of keeping your business premises clean and tidy? What is the ROI of public liability insurance or health and safety training?”
– If you’re buying that, I have some magic beans to sell you. I can’t quantify the ROI on those either, but I promise they work!
– That first comment about social media humanizing your business is great.
– Sure you want people to like you. People do business with people they like.
– But you can do the same things by writing good blog posts, sending out regular emails, and having great videos.
– The second comment, about the ROI of staff like receptionists, keeping your practice clean and having health and safety training, ignores the fact that it is RETURN on investment, not REVENUE on investment.
– You pay for non-revenue-producing staff because their time is cheaper than paying your revenue-producing staff to do the same work. That allows your revenue-producing staff to keep producing revenue.
– You pay to keep your practice clean and train on safety procedures so as not to have to pay OUT for liability claims.
– There is a clear ROI on those things in decreased LOSSES by not doing so.
– If you are a multimillionaire who has money to throw at EVERYTHING just to see what sticks, then you don’t have to worry about ROI.
– But if you are a hardworking doc whose practice does less than $3 million a year, you need to know that you are spending your money wisely.
– The reason these social media honks use this argument is because SOCIAL MEDIA DOESN’T GET RESULTS.
– If I couldn’t prove that what I’m selling works, I would use the same argument.
– Fortunately, I can prove it, and I tell you why and how in my new book, “Attract More Patients in the Next Six Months Than in the Last Six Years.”
– The book is the culmination of all my marketing expertise, and it can be yours for only the $4.99 cost of shipping at www.MoreAndBetterPatients.com.
– Or you can get monthly advice from our newsletter by getting a subscription at www.SWMNewsletter.com.
– Tomorrow, I’m going to tell you what may be the final death blow to organic Facebook marketing.
– Until then, keep moving forward.