How Imaging Dealers Can Measure Business ROI on Social Media

Posted by LMI Dealer Content Team on Fri, May 13, 2016 @ 04:54 PM


If you’re like 80% of imaging resellers (this includes copier dealers, Managed Print Service providers and those into document management), chances are you’ve flirted with social media but haven’t been able to measure the return on your investment. Can you relate?

The transparent nature of social media makes it easy for you to measure the amount of followers, fans or connections you have on popular social channels such as LinkedIn, Twitter and Facebook. But the question remains, how does that translate into measureable business results?

Here are a few ways we’re helping LMI dealers measure the ROI on their social channels with our digital marketing and website reporting services:

  • Social Dashboard Reporting – Our exclusive monthly reporting system provides dealers with a month over month snapshot of how each of their social channels is performing compared to the previous month, quarter, etc. This type of dynamic reporting allows executives to see which channels are performing well, and which ones need attention.
  • Website Traffic – As we continue to expand our support of LMI dealers seeking professional website creation and digital marketing services, it has become more and more evident that the volume of people hitting a website is directly connected to the amount of sales leads received. Shockingly, most dealers don’t currently monitor the performance of their website which has become their new showroom to online buyers! Even basic tools that are free, like Google Analytics, will provide you with real-time ROI metrics you can use to measure the effectiveness of your website.
  • Sales Lead Generation – If you were to follow the buyer’s journey of the last 10 customers that bought from your company, would you know where their engagement really started? Was it a conversation with a sales representative or was it a Tweet that promoted a new guide, eBook or webinar that drew them to your website? Once on your website, (if your website is set up properly) did they convert from a site visitor to a sales lead by surrendering their contact information? Depending on the CMS or CRM platform you’re using, you may be surprised how many buyers started with social media, hence another way to measure your social ROI.
  • Sales Recruiting Effectiveness – With sales turnover rates hovering in the 40 – 60% range, the need to attract and retain today’s millennial sales representative may require a social presence on your website.  Ask the younger people in your office what they think of your social channels and, chances are, the potential candidates you are trying to attract will think the same. Like it or not, millennials are socially savvy and they will use your company website and social posts as a measuring stick which could work for, or against, you. Although it may be more difficult to measure, we would argue that a socially active dealer has a better chance of creating awareness and attracting the best candidates who will be able to use social media to sell their products and services when they get hired. 

Need help creating a social strategy for your business? Engage one of our LMI representatives to learn more about how you can grow your business and profits with our website and digital marketing services!

Tags: LMI Solutions, digital marketing, social media strategy

Managed Print Marketing: Part B

Posted by LMI Dealer Content Team on Thu, Dec 10, 2015 @ 03:30 PM

Managed Print Marketing: 6 Questions You’ve Always Wanted To Ask - Part B

 lmi marketing questions ptB

We are sharing the remaining three questions that were asked during our webinar with ENX Magazine on November 19, 2015. Haven’t read part A yet? Don’t fret, at the end of this blog post, you’ll find a link to part A so you too can learn about social media management, marketing and general missed opportunities Managed Print Service dealers face.

4)  “There is a lot of buzz in the industry around vertical markets and industry-specific marketing. Do you see an opportunity in vertical markets?’’

We absolutely see the opportunity here. In fact, a little while ago, here at LMI we produced videos speaking to the eight top verticals that buy Managed Print Services. They’re very popular amongst our partnering dealers because they provide industry-specific content that help them promote a more relevant message to the vertical they’re prospecting.

5)  “What about email? Are dealers having success with it?’’

Yes, email is still an integral component of the MPS marketing mix. Sometimes dealers have a difficult time leveraging email because it takes time to set up a distribution list, create content, follow up, etc. This is something we have helped our dealers with in the past and they have seen real results with email after working with us on it.

6)  “Where can we go to see an example of LMI’s website services?’’

We don’t normally disclose the dealers we’re working with, but the Ray Morgan Company was shown in the webinar as an example of how LMI Solutions has helped a dealer elevate their brand awareness and sales leads, so feel free to use them as an example. You can visit raymorgan.com for an example of our website design and content services.

And with that, we open the floor once again for more questions about MPS marketing. If you have a question that isn’t addressed above, please leave a comment for us and we will give you our perspective on it!  Want to read part A? Click Here.

Tags: LMI Solutions, managed print sales, ENX webinar, how to grow MPS business, managed print marketing, managed print services, social media strategy

Managed Print Marketing: 6 Questions You’ve Always Wanted To Ask - Part A

Posted by LMI Dealer Content Team on Thu, Nov 26, 2015 @ 08:43 PM

lmi marketing questions ptA 2

Many Managed Print Service dealers have the same concerns about their marketing efforts:

  • How can I use social media more effectively?”
  • “Am I connecting with my prospects through their preferred channels?”
  • “How can I focus on marketing when I’m so busy focusing on selling?”

These concerns, among others, were addressed during our webinar with ENX Magazine on Nov 19, 2015.  Christian Pepper, LMI’s Director of Marketing & Business Intelligence, spent close to an hour educating our audience about how to make the most of their MPS marketing efforts. His tactics brought about some great conversation amongst our audience and, before we knew it, we had questions coming in one right after the other! 

We wanted to share some of those questions and answers with those who missed the webinar. In this two-part series, we discuss the questions about MPS marketing that you’ve always wanted the answers to:

1)  “What’s the biggest mistake you see dealers making in their marketing efforts?”

Although many dealers are doing a great job with their current marketing efforts, there is always room for improvement. The opportunity that has yet to be recognized is the full power of the dealers’ websites; the link between site visitors and sales leads is being overlooked. 

This is a key area that we are currently working on with our dealers – ensuring that they see their website as the center of all of their marketing initiatives, and that they understand it’s worth spending the time optimizing it for online conversions.

2)  “We don’t have the time or expertise to market effectively because we’re focused on selling; do you suggest we hire a full-time marketing person?’’

This is really a matter of opinion. Marketing personnel can be expensive and results can be slow in coming while you’re initially educating them on the document imaging industry. Luckily, our ever-evolving world has produced a solution for those who want the benefits of marketing personnel without the heavy investment. In 2015 LMI introduced the vCMO – a virtual Chief Marketing Officer – for select dealers, that works alongside them to market their businesses. vCMOs are already industry educated and competent in different media platforms which makes their marketing efforts more effective. Their expertise can generate quicker, better quality leads for the dealer than traditional marketing personnel could.

3)  “Our social media accounts are hard to keep up to date, and it’s even harder to write blogs – what are your suggestions for maintaining our social presence?’’

For the time-crunched dealer who struggles to keep their social media up to date, LMI offers social media management services to alleviate this stress. Dealers are better off working with a social media manager than haphazardly publishing blogs and social content. It requires some finesse to create valuable, unique content that won’t be considered a duplicate of someone else’s work. Duplicating content online is one of the most damaging things you can do to your online presence in terms of SEO. If you can’t dedicate the time to it, that’s okay, but let someone else do it for you instead.

Stay tuned for the second part in this blog series. In the meantime, feel free to leave us any comments you might have about the first three questions we encountered during our ENX webinar last week!

Tags: LMI Solutions, managed print sales, ENX webinar, how to grow MPS business, managed print marketing, managed print services, social media strategy