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Whenever you start marketing, you truly do act like a CEO who’s new to Social Media and looking for any glimpse of ROI.  As time passes however, we quickly realize the difference between having TONS of traffic versus good, quality leads.  I hear all the time about how much traffic one social media source is creating versus the other.  So lets dive into this a little further.

Here are a few guidelines we need to take a look at:


Who is YOUR Audience?

If you are like our agency, you can only sell insurance within Connecticut.  So when we begin our strategies whether it be blogging, keyword research, or social media outlets, its imperative that we are utilizing the proper channels in order to stay in front of our potential clients…Connecticut residents, business owners, etc.

If you are the same, do you ever look at your analytics and say, “Yes, I’m getting tons of traffic, but ____% doesn’t matter to me?”

What KIND of Content are you promoting?

I am not going to get into the content world as there are so many outlets to that.  But I will say that the content you create and share, will determine the type of traffic and audience you receive. YES, you want content that will nudge someone to share and like and help with your overall SEO and Social Media rankings.  However, its key that you determine that the content can also be relevant to the audience that may turn into a client in the future.

Quality of Content

In the world of Social Media algorithms and the continuing SEO struggle, content sharing is key. So I understand the tactics many of you are using.  Remember, not to lose sight of the game plan of promoting the company to future clients.  Don’t forget that although your blogs informing clients of relative information might not get as many shares, doesn’t mean go full fledge into the realm of cute animal pictures or TGIF pictures.  A fine balance is king.

Here is a small tip that many of you probably know, but definitely worth sharing to those who might not know it yet. YES: Shameless plug of SHARE THIS WITH OTHERS.

Since Facebook is still a fan favorite…for now, consider using your Friends list to target market your content to certain people and other content to others.

You can either create your own list, or base it off of current location and determine what content you would like to share with your lists!

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If you enjoy Google+ and the circles option, you may find this to be extremely effective in your strategic social media plan as well as taking a more effective approach.  Not only are you flooding your entire friend list with your content, they will appreciate the lack of, and only including the proper content for the proper audience…if there is such a thing.  Over flooding your Social Media audience CAN HAPPEN. So pick and choose your battles wisely.