Your Customers Do Not Care About Your ROI

This post was written for KyleLacy.com and Brandswag’s official blog. The post is by Kyle Lacy and Brandon Coon.

Strong statement isn’t it? Let’s say it again.  Your Customers Don’t Care About Your ROI.  I guess the question is this: What do your customers care about?

Isn’t this the age-old question plaguing marketing executives and sales managers across the globe? What pulls customers to buy your product or service? Experience. The customer wants to feel content with the purchase decision. Does it fulfill their need? Did it fix a problem in their life? Does the company stand behind their product? Customers care about one thing and one thing only: themselves.

The most common objection (for using social media) that we hear from owners and marketing professionals is the issue of measuring ROI. This objection makes complete sense in the world of business. Everything you do.. Every marketing effort… needs to have a biggerbenefit than the cost of the promotion.

However.

What are other areas of your business that do not have a systematic tool to measure ROI? How do you measure public relations? How do you measure brand management? How do you measure daily email use to communicate with clients?

How do you measure relationships?

We ask these questions because chances are… you may be doing some things that either hinder or excel your business that are not quantifiable ormeasurable…. but are still important.

Do not hear what we are not saying… we are not saying social media is the KEY to marketing and ALL business growth. We want you to simply ask yourself the question… If my customer is using the tools in social media… should I be there with them?

When trying to reach your customer.. what is your focus?

Many companies (Brandswag included) often approach new marketing initiatives with questions like… what is OUR goal? What is OUR return-on-investment?

Which are great questions but shouldn’t the first question be… What do our customers want?

We can’t tell you what your customers want… but be very sure that the one thing your customers do not care about is your ROI.

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