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Measuring ROI Without a CRM Tool

By The SHSMD Team posted 04-18-2017 02:29 PM

  

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The early days of marketing were about awareness and brand recognition. But leadership asked us to show them the value.

Social media marketing is no different. We’re past the experimental phase and need to be sharing and measuring these tools like our other communications methods. While metrics like reach and likes are great feel-good ways to share how we’re contributing to the bottom line via social media, we can do better.

Even if you don’t have a CRM tool or a reporting team at your disposal, you can step up your social media reporting to senior leadership.

Here are 4 ways to do it:

  1. Use Google Analytics and forms to your benefit. Make sure all of your posts include tracking code by campaign and tool. By including a distinct call to action in all of your posts you’ll be able to identify an increase in interest in the services.

  2. Engage your practices and offices. We alert our employed physician offices when their practice will be marketed in a paid campaign on social media, and they have shared cases where patients specifically learned of the physician via Facebook. While it wasn’t a formal mechanism, it did provide us with enough feedback to justify our spend and continue the program.

  3. Pick a measurable campaign with short-term response periods. For example, our Giving Tuesday campaign demonstrated a 320% increase, after the costs of the campaign, in donations to the Foundation. We could track that directly through the use of retargeting ads and social media.

  4. Don’t forget retention. Service recovery can lead to measurable results. While resolving a complaint or helping a current patient change physicians without leaving your network, service recovery efforts via social media can make an impact on a larger audience as followers of your post or blog, can see the service recovery efforts of your organization to help and individual and that can leave a lasting good impression. 

By Roberta Schneider | Posted April 18, 2017

SHSMD Digital Engagement Task Force Member
New Media Manager
Franciscan Health
Indianapolis, IN
Robbie.Schneider@FranciscanAlliance.org
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