ROI..Money, money money!!
But how much are you willing to risk for that cash?
Will you piss off one for a dollar from another? Building a brand with the right sales structure that attracts followers lies in the sweet-spot between direct ROI and customer Relationship.
How do you achieve a great ROI? You need a great product sales structure and low enough cost leads.
Relationship is built on not only customer service but pouring out value to your community (both online and offline). I like the 80/20 rule. 80% value to 20% sales mention. No hard sales in your content marketing structure.
To drown your customers in value, you must have a good relationship with your community and each sale must be blanketed in customer value.