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Performance marketing focuses on social media as a conversion tool. (Generation/Adobe Stock) Performance marketing focuses on social media as a conversion tool. (Generation/Adobe Stock)

Insurance companies have long viewed social media efforts in a brand-marketing light and have leveraged it for creative messaging and corporate recognition. This is a worthwhile endeavor, but it’s time for insurance marketers to add another level to their social media strategies: Performance marketing.

Performance marketing focuses on social media as a conversion tool, driving lead generation and sales rather than vanity metrics alone. Instead of tracking a post’s comments or reach, marketers can, for instance, track how many readers click through to customized landing pages.

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