Tips for Measuring Social Marketing Results

If your insurance clients utilize social media for their marketing, promotions, and customer engagement, they need to track their efforts and measure the results regularly. This crucial step will help them gauge the success of their campaign, which is essential for any company that is serious about its insurance social media strategy.

Measuring the performance of their social marketing not only allows insurance firms to identify their most effective strategies and expand them. It also helps marketers discover mistakes and problem areas so they can work to address them. This helps ensure that no effort is wasted in formulating an efficient campaign that enables them to achieve their business objectives.

Methods for determining the success of a social media campaign

The methods for determining the success of a social marketing campaign vary from firm to firm. But most social media experts agree on the importance of two particular strategies:

1. Ongoing analytics. This tracks user activity on social media over time.
2. Campaign-focused metrics. This focuses on a specific social media campaign, with a definitive monitoring process from beginning to end.

In the next section, we go over how your clients can utilize these strategies to gauge the success of their social media campaigns.

Five steps for measuring social marketing results

Here are five steps that will help your clients determine how well their insurance social media strategy is doing and improve them if necessary:

Establish clear goals

Before your clients begin tracking and measuring every interaction or engagement on their various social media channels, it might be beneficial to establish some goals first. It is always better to formulate a clear idea of what the campaign is supposed to accomplish so that they can decide which channels will be most effective in helping them achieve their objectives.

This step is especially important because each goal is measured differently. Defining the objective is crucial for measuring behaviors and metrics.

Decide on metrics to measure goals

After the goals are established, your clients can begin the task of pairing these objectives with measurable metrics and behaviors. Let’s say your clients are interested in measuring audience awareness. They could measure relevant metrics such as volume, reach, amplification, and exposure.

If they want to measure engagement, they might focus on comments, replies, retweets, and participation. For measuring traffic, they may want to pay more attention to shares, clicks, and conversions. By identifying the most appropriate and relevant metrics, they will better understand the data and make improvements that provide the most benefits.

Measure the success of the campaign

The next step is to identify the appropriate tools for capturing metrics. Some social media platforms have built-in features for collecting analytics. Your clients could also use Google Analytics, Hootsuite, Klout, and other metrics-capturing tools. If they have the capability to do so, your clients may even develop measuring tools with their own APIs.

Most of these tools can be quite complicated, so your clients might want to enlist the aid of a social media expert to utilize them. Most come with a wealth of features and generally provide data in real-time.

Monitor campaigns and create reports

At this point, your clients will already have some data they can use to determine the feasibility of their social marketing campaign. These findings will also help them decide which direction to take with future campaigns.

Your clients need to monitor their social media campaigns regularly. Some marketers monitor metrics weekly, while others prefer to do it daily. Whichever schedule your clients prefer, the important thing is to check their metrics regularly and create detailed reports.

Identify areas that need improvement and correct them

Finally, your clients should review the measurement system they use periodically. No matter how closely they monitor their metrics, they might occasionally miss crucial data. Frequent reviews will help them pinpoint areas that need improvement so they can make the necessary changes. It might also be a good idea to compare results against the campaign’s initial goals to determine if the chosen metrics are helping achieve them.

Measuring social marketing results is essential for determining how well a particular campaign is doing and identifying areas that need improvement. By tracking and measuring results periodically, your clients will eventually develop an effective insurance social media strategy that gives them the maximum benefit.

About Agency Tsunami

Agency Tsunami is the digital marketing division of Neilson Marketing Services, who has provided the insurance distribution sector with innovative marketing and communication solutions for over twenty-five years. With our Agency Tsunami program, we have implemented an integrated marketing strategy that includes optimized, professional websites supported by high-quality SEO and Social Media for hundreds of insurance retailers and wholesalers. Our goal is to help your insurance business perform and generate new opportunities. Give us a call at (800) 736-9741 to learn more about how we can do that for you.