‘Surround Sound’ and Measuring Social ROI With Email Signups
Does your Facebook page ask people to sign up for your newsletter? I’m guessing not. After reading about this idea in the new guide from Lyris, I went to Facebook to take a look. I checked the fan pages for four of the brands I follow and not one asked me to sign up for their email list. Interesting.
The Lyris guide, which is all about creating “surround sound” with your marketing efforts, hones in on the idea of using Key Performance Indicators (KPI) rather than traditional methods of figuring ROI.
In this case, the goal might be increasing your email list by 10%. That’s a measureable goal that is likely to bring results because we know that email conversions are excellent.
They use the example of Carter’s, a company that has been in the baby gear business for 100 years. When you hit their Facebook page, the first thing you get is an option to sign up for their email program. The promise is of special offers and birthday deals — a level of customization that they can’t put forth on Facebook.
Clicking the Join button, takes you to the sign-up form on Carter’s webpage. It’s simple, clean and oh look, there’s a banner ad for 20% off my order. There are no public numbers to back this up, but I imagine they have a high rate of sign-ups and a nice rate of sales coming in off that discount button. That’s Facebook to Shopping Cart in two easy moves.
So why aren’t more companies asking you to opt-in to email when you “like” their Facebook page? Do they think that it’s redundant? I already communicate on Facebook so we don’t need to send those people emails? Or is it simply that we keep forgetting the marketing loop, or what Lyris is calling “Surround Sound.”
That’s a good name for it. It implies input coming at you from all directions, but in a way that is harmonious and that’s good marketing.
Are you surrounding your customers with the sound of your marketing message?