Facebook — what a perfect tool to reach prospects while they’re in their comfort zone! If you’ve selected Facebook for marketing and growing your business, you’re on the right track. But you can’t just post blindly; you don’t achieve results that way. Instead, you need to harness the power of Facebook’s analytics and change your strategy to up your marketing game.
Facebook’s analytics are called Audience Insights. If you know what you’re doing, it’s easy to access information on your best fans and future clients. Let’s take a look at how to do this.
Get to Know Your Facebook Page Insights
Locate your Insights by clicking the “Insights” link on the top left tab of your Facebook page. Tip: If you’re not seeing it, you may not have reached the required 30 likes to access this feature.
Go to your Posts link, and here you can see the engagement rate sorted in colored bars. Remember that it’s not so much about “reach” as it is about “engagement.” Engagement means the person has taken some sort of action, not just viewed your post and moved on.
Improve Marketing Strategy
Now that you can see your best posts, you know which ones are hitting your target market, so create more such likable posts. Remember that you are reaching human beings, so the best posts are often those which give people value because they educate or inspire.
Take some time to study your audience demographic. Facebook Insights show you gender, age and location — all those details are important when thinking of which content will be the most effective.
Keep an Eye on Your Competitors
Want free insider info in seconds? On Facebook’s “Pages to Watch,” enter the names of your competitors’ pages (after you have reached 100 likes). Go to Insights Overview, then to Posts, and then find the link for “Top Posts from Pages You Watch.” Track your competition’s performance, and see what kind of posts their audience is engaged with most. Gold!
Optimize for Your Target Audience
Obviously, Facebook has more analytics and data on your customers than what is visible in your Insights. How do you find this? First, get your page to hit 1,000 likes so you can use this feature. Second, click on the Ad Manager, Plan, and then Audience Insights. Once here, you can create a fictional persona based on audiences Facebook has grouped together according to online behaviors and lifestyle choices.
Now use this vital data to create content your ideal clients will love. You can also use Lookalike Audiences to build a potential group of customers in a couple of clicks.
How to Activate Facebook’s Audience Optimization
For Facebook audience optimization, you don’t need 1,000 likes. This tool lets you select which of your followers you want to see a targeted post.
To activate Audience Optimization, click on Settings (upper right corner), go to General, and click Audience Optimization for Posts. Click Edit, and then check “Allowed preferred audience selection.” Save your changes. Voila! Every time you post, you can now see the new symbol for Audience Optimization. This is a very useful feature when organizing a wellness event, for example, as your post can show up to potential clients who are near your location.
It’s taken Facebook more than a decade to get where it is today. But it doesn’t have to take you that long to put Facebook’s powerful tools to use. Hidden within your Facebook analytics are the keys to success. You just need to know where to look. Keep reading our blog to learn more ways to rock your online business, plus tips and hacks for marketing solutions.