First thing that pops into your mind when someone mentions the term “omnipresence” is probably the divine ability to be present everywhere at the same time. The key of successful inbound marketing strategy is to harvest the power of this divine ability.
I’ve seen people that are new to the concept of inbound marketing asking questions such as: Should I use Twitter? Should I blog? Should I use social bookmarks? Facebook? LinkedIn? Directories? SEO? SEM? SMM? Conversion rate optimization?
If only they knew that the time spent on asking these questions and reading through answers could be much better used on trying these things for themselves and seeing them work in action.
ROI, ROI, ROI.
The biggest mistake is trying to measure every single one of these elements of inbound marketing separately. Why, you ask?
Because, they work together. Instead of spending ridiculous amount of time on just figuring out how are you going to measure the ROI of each of these elements and then spending lots of time on actual measurement, you should look at all of these elements as one – Inbound Marketing.
All of the elements of inbound marketing work together as one, each making others stronger and more valuable in achieving the omnipresence. Because of this complex interaction between these elements it is almost impossible to measure the actual ROI of a single element in this mix.
“What is the ROI of spending a week on calculating the ROI?” [mp3]
Could you measure the ROI of 10 seconds it took me to write a tweet? Sure you could, but do you really want to?
- You first need to calculate how much 10 seconds of my time are expense to the company. Then you need to take several measurable factors into equation…
- Did we receive any new followers because of this tweet?
- What’s the monetary value of this particular follower (it’s not the same if you’re followed by a person with lots of money interested in your products / services or some random folk for example).
- Did this follower just found out about our other communication channels like our blog or LinkedIn account, group etc.?
- What’s the value of that follower being there?
- … and so on…
Even if you somehow managed to take all of the possible measurable elements to calculate the ROI of me spending 10 seconds to post this tweet, it would take such a ridiculous amount of time that this kind of measurement makes no sense.
Let’s say that after you did the miracle and managed to actually accurately measure this ROI, this follower we gained brought us a few extra followers. What do you do now? You go back to your ROI spreadsheets and make corrections?
You could have a legion of mathematicians working behind an inbound marketer and they wouldn’t be able to measure 10 seconds of his work in one day.
This is why I advise you to measure the Inbound Marketing as a whole and not every element of it separately otherwise your measurements will not be accurate.
If you take home one line from this text let it be: “The goal is omnipresence.”