How Agents Can Measure Social Media Efforts

Social media had long existed before Facebook became popular. Before then, people used online forums for discussions, posted messages, and downloaded programs. Recently, Twitter, Snapchat, Instagram, and Tumblr are getting more engagements from people. Therefore, social media is a tool that every insurance agent can tap into and generate leads. 

Social Media ROI

Running campaigns on social media for increased engagement is a necessity, but it is essential to understand how these campaigns are measured. So if you spent a lot of money on ads and got no leads, you must reevaluate your strategies. 

First, align your goals with your strategy; although many agents focus on accumulating leads, you can influence other actions too. So you must decide what you want from visitors to your site. However, these actions are most desirable for many agents.

• Completed contact forms on their website
• The download of information pack
• Visitors trying online quote option

When you take note of these goals, you can easily measure success and track progress. But always identify your business’s objective to help with the right metrics to measure a successful campaign. Lead generation, converting leads to clients, and customer retention are good metrics for success. 

Marketing Platforms

How do you get people on your site before they carry out any desired actions? Social media platforms are great for connecting people and making sales.
Although different markets require a distinct marketing approach due to the audience on those platforms, Snapchat, Facebook, Linkedin, and the rest still significantly impact buyer persona. 

Start by figuring out what platform best matches your services and current goals. 

Social Media ROI Metrics

• Reach: When you launch a campaign, imagine how many people get to see it, this factor is termed “reach.” A good campaign is said to increase reach with time. You can keep an eye on likes, retweets, followers, and more social media reactions. Moreover, many of these social media platforms allow you to measure your post’s reach with their insight. You can use that button for calculations.
• Leads: The number of site visitors that convert to sales leads is also good for measuring progress.
• Customers: This is quite straightforward; if you can convert 60% or more visitors on your site to sales leads and about 30% to customers, then you can also measure with this number. 
• Conversion rate: Think of this as a simple formula; how many percent of your social media visitors turn to customers?

Tracking Sales and Site Conversions

After you decide on your campaign goal and choose a platform to work on, it is time to track conversion. You can select web analytics to help you check the origin of your site’s traffic and the results of these clicks.

You can also try Google Analytics to help with more detailed information on your site’s visitors. This will help you find out if your message was well conveyed to your target audience. Also, look into merging all your analytics and advertising into one platform. This will enable you to have clarity when checking the numbers. 

Knowing an estimate of the amount of business a closed lead generates saves you a lot of time and helps you evaluate your campaign’s success.

Furthermore, check your ad costs and determine where you need to cut off and move on. Check for under-performing campaigns, adjust the great ones and reevaluate your campaign’s direction.

Authority and Social Influence

Running a social media campaign is one thing but running an effective campaign that converts is the key to success. The number of loyal followers you can amass will help you stand out in your field.

You can find tools that can help keep track of activities and mentions from other accounts related to yours. Owning an insurance business is great, but building trust on social media will help you too. So look into social media and how you can measure your ROI online.