At International Medical Group, I transformed the company’s social media from stale, nearly nonexistent sites to active, engaging pages that used both organic and paid posts to build brand recognition and relationships with followers.

I developed a three-phrase social media strategy to increase followers, reach, website sessions and, ultimately, spark conversions (product sales and broker contracting).

The strategy, which I began implementing on Oct. 1, 2015, included using Facebook ads and LinkedIn Sponsored Updates to promote products and encourage insurance brokers to contract with IMG. As part of this strategy, I managed a budget of more than $121,000/year for social media marketing.

Below is a look into the results of my efforts:

Followers

  • Facebook page went from 979 likes on 9/17/15 before launching the new strategy, to 21,292 likes on 1/21/18.
  • Twitter page went from 109 followers on 9/17/15 to 808 on 1/21/18.
  • LinkedIn page went from 1,133 followers on 9/17/15 to 5,091 on 1/21/18.

Website sessions from IMG’s social media pages* in 2016 (“sessions via social referral”)

  • Facebook: 211,049 website sessions
  • LinkedIn: 3,030 website sessions
  • Twitter: 101 website sessions

*Website sessions from IMG’s social media pages were not tracked prior to the implementation of my strategy. However, for reference, in Q3 2015 there were only 1,964 website sessions via social referral from all social media sites, not just IMG’s social media pages.

Conversions in 2016*

  • 20 product sales totaling $12,869
  • 49 contracted insurance brokers
  • 570 insurance broker leads funneled into CRM

*Prior to the implementation of my strategy, there were no conversions coming from IMG’s social media pages.