Grow Your Business & Boost Your ROE

Hey, Jae here. You're reading Boss Creator Bulletin. I hope this issue benefits you and your content projects. Let me know if I can help! 

We're creatives. You may not consider yourself "creative" because you may envision someone artistic (like a painter, sketch artist, dancer, jeweler, graphic designer, etc.). 

👉🏾 But you birthed an idea or concept to help make others or the world a little better. You write or produce a product, offering, or service that others will pay you to have or experience. 

👉🏾 You've made something out of nothing and turned it into a business or passion project—you, my friend, are a Creator.

Trust me, adding the Creator title to my vocabulary is a relatively new concept for me, too. Still, I'm leaning into it because it fits where I am in my personal and entrepreneurial journey after trying many different pursuits (stay tuned for an inside scoop!). 

Content marketing becomes a huge part of your business once you've elected to finance your creations with outside investments (aka sales). 

But how do you ensure people learn about you and what you offer to increase sales? You need to master creating enticing content. How?   

Crafting messages that establish and build relationships is the foundation of compelling content marketing. Quality relationships increase your ROE, which, in turn, positively affects your bottom line. 

So, what is ROE, and how is it different from ROI?

The Basic Return on Investment (ROI) concept is a performance measure to evaluate an investment's efficiency or profitability. 

In the case of your content, ROI pertains to your content's payoff or what you hope to accomplish (e.g., increased awareness and leads, sales, subscribers, members, etc.) equivalent to the amount of effort you invest (e.g., generating new ideas, writing, editing, creating graphics, posting, etc. and the financial investment of outsourcing content creation).

ROI vs. ROE

Consequently, your ROE or Return on Engagement parallels the same concept of ROI, except this is where you focus more on your indirect marketing touchpoints for personalized outreach. 

What are Direct vs. Indirect touchpoints?

Direct marketing touchpoints in your brand awareness and sales funnel are reasonably straightforward—they are the "in your face" channels and platforms for connecting and engaging with your ideal audience.

With direct marketing touch points, you drive folks to your offers and services in a high-level, top-of-funnel way.

Direct: General audience

1. Your website

2. Landing pages

3. Blog posts

4. Podcast or video episodes

5. Ads 

6. Mailers (postcards, flyers, etc.)

7. Promotional items (swag)

8. Lead gen offers (digital downloads as guides, ebooks, planners, templates, etc.)

Conversely, indirect marketing is more personalized. Consider indirect marketing as a soft touch or subtle touchpoints, like:  

1. Newsletter engagement 

2. Blog post footer (a CTA at the end of a blog post)

3. Podcast or video episode outro

4. Social post footer (a CTA at the end of a social post)

5. Social post comments (a CTA added to a social post comment)

6. Email signatures

7. Handwritten notes or letters

8. Customer or member appreciation gifts

Each of your indirect outlets invites conversations and interactions that nurture relationships to build trust. 

I coined the concept of ROE because your offers, services, and message don't mean sh!t unless you invest in establishing genuine relationships with your audience.

The best way to improve your ROE in your indirect channels is to ask open-ended questions that spark feedback from your readers.

You're leaving money and opportunities on the table by ignoring potential connections with people who've already indicated they WANT to hear from you!

Respond to every comment and address every email reply you receive from your readers to increase the likelihood of forming authentic relationships that bring you closer to a sale or loyal supporter.

So, what do you think? What additional ROE opportunities did I miss?

That's it for this week! Thanks for reading.

~Jae

P.S. Was this forwarded to you? Make sure to get next week's issue [here].

P.P.S. Do you want personalized support to create compelling marketing content for your business or passion project? Get in touch.

Boss Creator Bulletin gives you one weekly actionable insight to publish enticing content for your business or passion project #LikeABoss 💥