Hey everybody and welcome to #DigitalMarketingScript, I’m Carl Britton Jr and today we have a question straight from the Justin Wilson!

Earlier today, I texted Justin Wilson and asked, “Do you have a question that you and other pharmacy owners would have about social media?” He replied, “What is the ROI of social media?” This is a very, very difficult metric to prove to someone in certain cases. If you have an online store, it’s a lot easier because you can track that customer from a Facebook ad to a landing page to the product, to the shopping cart, to the purchase. That flows really nice. Now if you are driving people to your brick and mortar store it is a lot more difficult. You don’t have someone standing at the door asking every single person coming in, “Did you see us on Facebook? Is that why you’re here?” It’s a lot more difficult to prove ROI.

Do you believe that ROI is in your frontline employees having a good attitude? Then you should be doing that, but on social media. Customer service, quality, speaking with a cheery tone and actually creating value for your community online. It may not pay off today, it may not pay off tomorrow, it may not pay off in three months, but it will pay in dividends because you are investing your value into that community and it will show.

However, I do suggest whenever you do get a new client or patient, you ask them: How did you hear about us? Where did you see us? So you’ll know if it’s a google or if it’s Facebook or if it’s from twitter. You know where they’re coming from, you can see that value. Another thing I like to do, is take a little nugget from Gary Vaynerchuck and say, “What is the ROI of your mother?” She invested in you your entire life and he talks about when he had a bad haircut in the third grade that his mom gave him. She told him he was beautiful, told him he was the best looking kid, building up his self esteem. Now later in life, whenever he’s making sales and doesn’t have sales call reluctance and has the confidence. His mother put that in to him in the third grade. Now you may not see that until he’s 30 but that investment was put there.

Thank you so much for joining me today on the #DigitalMarketingScript, I’m Carl Britton Jr and I want to know any questions you may have! Put them down below and I will respond!