If you are reading this, you are probably already using Facebook to engage your audience or are ready to do the same.
The undisputed fact is Facebook has established itself as an incredibly indispensable tool. When one says the words “Social media” the first thing that comes to mind is Facebook. In the social media marketing industry 60%+ of all marketers have named Facebook their most important social media platform and rightfully so.
Various studies have also shown that as much as 40% of people say they are unsure whether their efforts are working. And for novice advertisers that is a question that is becoming increasingly difficult to answer.
Facebook like Google releases algorithms on a regular and their latest algorithm prioritizes posts from family and friends and shows less content from business pages in users’ feeds.
Why does organic reach matter?
Because its free reusable user base. Who is searching for what you have, carry or service that you may provide. But the reality is over the past few years organic reach especially through Facebook has been on a steady decline. And while this is not the end of the world, if you have been following the Social media marketing industry you will know that this is something that happens. And this does not compare to the drastic drop that happens in 2016-2017.
What does this above picture show? It shows that marketers across all forms and industries across the board were reaching fewer and fewer of their followers with their regular content posts.
You may ask why did this happen?
Cant you just boost your posts and make up for the organic reach that you are loosing? Or better yet boost for a huge amount and reach even more people?
The answer to the last two questions is: yes, you can. Although I do not recommend an alternative to working on regaining your organic reach. Boosting posts, even when you do a lot of research and execute a well-research strategy can be risky at safest. And when it does work it only temporarily heals the wound, and once you stop paying you are most likely going to stop seeing results.
On top of that when you boost posts it typically involves sending people to informational content on your site with the hopes, they later take some type of action. And while it’s great to send visitors to those articles test have shown that boosted posts do not generally convert at a very good rate – that means that you ROI will be absolutely terrible.
On the other end of the spectrum achieving and maintaining a steady, strong and loyal organic reach will help you boost lead generation over and over. This will spike your ROI, your sales funnels – giving you that much better Facebook marketing strategy.
Should I be accessing Facebook Insights?
YES, YES AND YES!!! The access critical data on Facebook that provides you with results on your business profile you will first need to navigate to your page and go to the section called “Insights” in the top menu bar.
The main dashboard by default shows a analysis and summary of the previous seven days by default.
The good thing is this is generally a view overview of your weekly performance, and it also compares to how you did in the previous week. And allows you to plan and make changes for the week ahead to see if you strategies are working or not.
The great thing about insights is it will show you a reach metric which will highlight your organic and boosted numbers if you paid to promote any posts in the last seven days.
Lastly, a thing to note that your dashboard will also display the metrics on five pages that you have designated as “Pages to Watch.”
This is a amazing feature which will allow you to compare your performace to that of your competitors’ pages and see if that are doing something different.
You may add up to five pages to track and this report will start to populate likes, total posts and engagements from every page.
How to utilize and use Facebook insights to your advantage to increase your reach
Reaching your audience with organic and unique content is absolutely essential in achieving any results with Facebook. Think about it this why, how will you set yourself or your business apart from every other business trying to do the same thing. If you use the same strategies or repost similar content as them how will you ever get ahead?
If you plan on doing the share technique, meaning your approach is to share the content off your website onto your Facebook every single time. Then you have already set yourself up to fail, because everyone does that. And you are unlikely to see the organic reach that you want.
Success on Facebook or any platform requires a ton of strategy and planning. And the only way to plan your content is to know your audience to know what they want, to know what they do on your page. And this on Facebook is where Insights plays a vital role.
So enough said lets get down to the dirty. You are looking to improve your results and performance on Facebook, so here are nine ways to utilize Facebook Insight to measure and improve your goals.
Probably the most popular metric on Facebook amongst marketers is reach. Now this data can be accessed by selecting the “Reach” tab from the columns found on the left of the page.
There is really no secret on what this means. The reach numbers show how many people saw or read your posts or the specified period of time. But it does not show you exactly which content they saw or whether or not that content was successful in engaging those people.
Marketers understand that but they cross reference the graph with content they have posts to see what caused spikes and such on the graph. So it is a very useful category to view regardless of the fact if you are new or a seasons pro on Facebook.
Now after you have looked at the reach tab and seen the page wide metrics and the spikes in your traffic like on the chart above. You will have somewhat of a general idea on your Facebook results.
This is when you come to the posts report to learn more about the performance of your individual posts.
When you get to the posts tab, scroll down until you find “All Posts Published.”
This report is magic, it will automatically list the posts that you have recently published and show you the post’s type, the targeting, reach and the user engagement.
With this data in your arsenal you can easily monitor and capitalize on your top-performing posts on your pages during any given time period.
Now that you have done two of the main points in looking at your reach and your posts type. Looking at your Post Types report again and learn exactly what your audience wants.
The insights section of your “Post Types” report will highlight various actions performed by users. Form here you can see if you users love the content you share, prefer videos or other forms of marketing such as offers.
This report will give you the exact metrics on which types of posts in the form of photos, links, status, offers, or videos resonate best with your user base.
A thing to remember and note down is that every single user base and audience is different. Which Videos and Photos may prosper on social media that may not be the case on your website.
After you have posted a few things on Facebook this data will help you understand what your audience wants, so make sure you try different things. Because one thing may be performing very well but that does not many it cannot get any better!
Look at your competitors weekly results such as reach, likes etc., visit their page and look at the kind of content they have been posting. Hey, no one said you needed to re-write the wheel use the tools that are free to use. And last time I checked it does not cost you anything to do competitor research.
Being able to read all the metrics and such available in your reports is amazing, but how do you out do the competiton? Again, to improve your own strategy you may need to dig your claws into doing some competitor research. Look at the five pages of competitors you added and rank them one through five and then this will help you note who did it best per the week.
A lot of Facebook admins struggle to learn when to post online. Some post too early in the day, some post too late.
This is not hard, take a step back and look at your weekly posts and see what is the time of day when you had the most engagement. Timing on social media can play such a huge role, and most admins simply do not understand that.
Facebook provides you all the user data you need, under the Posts tab. Go ahead and select “When Your Fans Are Online” from the menu.
From here you will see a few things one being the total number of your fans active during each day of the previous week. This option eliminates the guessing game for you and lets you get down and take advantage of when your audience is most likely to engage.
Your organic Facebook traffic and reach depends on various factors but most notably Facebook’s algorithm.
But another major factor that most people don’t understand is that your posts will only ever show up in the users feeds of people who have chosen to follow you – in other terms this means that your organic reach is limited to the number of users who follow you.
So, it is absolutely vital to keep an eye on and track your audience’s growth. Fortunately, with Facebook they have made it an easy metric to track with the “Net Followers” report. This report can be found and generated through the Followers tab.
A lot of social media managers and such concentrate on the total number of followers, this number is not really relevant when it comes to growing a page. You need to understand your daily, weekly and monthly net followers. You need to understand the cost per acquisition of each person and start to project the lifetime value of each user.
As with any marketing channel, or even marketing in general you must have a goal and have ways to understand your goal. You Facebook marketing goal is not the simply generate traffic on your website, it is for users to complete desired actions on your page which will in the help you generate income or value.
Not you may sometimes see a decline on your page in traffic or likes, or engagement but see an increase in conversions, or valued metrics. This is also normal as Facebook learns what kind of traffic you desire and over the long term will try to push the same type of users to your page based on historical data.
Actions on one’s page can be define in many ways such as asking for directions to a business, clicking the visible phone number, clicking through to your website, or clicking another action button in your header. Now depending on your strategy not all of these will be goals to your business.
The advertising world has changed online drastically over the years. Today video ads make up a huge part of online advertising on Facebook, and are considered one of the best ways to engage Facebook users.
In 2017 based on reports released by Facebook almost 80% of marketers were using some form of Video Advertising within their social media strategy.
If your worried about creating videos there are so many free online tools now which allow you to build custom, professional looking videos in minutes. Not the mention the new features Facebook has implemented on their user platform.
Once you do have a video up, navigate to Facebook’s Video Insights to monitor and track your performance.
There is not secret about this point. Engage your audience! Ask questions, take polls do small giveaways. Do anything to engage your user base. The more active and “healthy” your audience is the more likely they are to share your page on their various social channels.