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Social Media ROI—What's the 'Return on Ignoring'?

What does "return on investment" really stand for? Roughly, it means the value we expect to get out of the effort we put into something—the output (return) resulting from an input (investment). But here's the trick: ignoring the input, or doing nothing in social media, will guarantee no return at all. So what is the "Return on Ignoring" social media? Here are some perspectives from the front lines.

Customer Success Stories Speed the Sale

Would your prospects be more likely to buy if they knew how others have benefited from your services? If so, maybe it's time to tell them. Better yet, let your current clients do the talking. But make it easy for them to share their experiences with a wide audience. Launch a customer case study program.

Managing Email Frequency: Focus on the Subscriber

In the holiday email season of 2008, retailers turned up the gas on their email campaigns, hoping to salvage what was predicted to be a flat or down consumer-spending season. Chad White's Retail Email Index shows retailers sent a record number of emails in early December. But, he also points out, this spurt followed a flattening of the index, perhaps caused when major retailers encountered deliverability problems. It's not clear whether this email burst caused or influenced those deliverability woes, but an increase in frequency typically often leads to more unsubscribes and a higher spam-complaint rate, which in turn reduces deliverability. That's one of the trade-offs you can expe

Five Ways to Fail at Attracting and Retaining Customers in 2009

Want to really impress your boss, your board, your employees, or your mom? Want to drive your customers to the competition? Then simply fall flat on your face in your attempt to get your business to stand for something in the marketplace in 2009. That will really make an impact—and fill you with warm fuzzy feelings of non-accomplishment. So, if you're ready to fail, buckle your seatbelt and engage the air bag, because we're getting ready to crash and burn.

Top 10 Tips to Recession-Proof Your Lead-Generation PPC Campaigns

by William Leake