So your business is now on Facebook. Great! With 1.8 billion active users each month, your fingertips now have access to one of the largest human networks on Earth. You’ve researched the merits of Facebook for your audience. An eye-catching profile photo has been chosen, and the perfect Goldilocks bio written. Not too long. Not too short. Just right. Now just sit back, relax and watch your new customers stream in.
Not so fast. Getting your Facebook page setup is a smart first step, but don’t leave it there. Are you consistently growing the number of Page Likes? Did many people actually watch your latest video? When is the best time to post? These aren’t questions you should leave up to gut instinct, and thanks to Facebook Insights, you don’t have to.
Give Your Best Posts a Boost
Use the data in your Insights to see what posts are doing well, and even just a few dollars can give your page a noticeable boost. Investing extra money can be intimidating, especially if you have a small business, but the ROI often makes it more than worth it.
Upleaf recently worked with an organization to analyze their online communications strategy. Though we used a multitude of analytics tools, Facebook Insights was one of the most valuable to discover which content their audience responded to, and how a small boost could make a bit difference. Check out a screenshot from their Facebook Insights interface below.
Analyze your numbers and use them not only to strategize which current posts to boost, but also which future content to invest in. Regularly monitoring which Post Types receive the highest Reach, Engagement, etc. is essential. Why assume your campaign videos are reaching your audience, when you can prove it with metrics? As seen below, video clearly does wonders for this organization, so recommending that they invest in creating more video content was a no-brainer.
Get a Little James Bond
That’s right. Pour yourself a cold martini (shaken, not stirred) and spy on your top competition. Using the Pages to Watch tool, you can watch up to 100 competitors and snoop on their Total Page Likes, Top Post numbers, Engagement Rates, campaign successes and more.
So who to follow? Though it seems obvious to include direct competitors so you can observe what they are doing and what’s working for them (and what’s not), it’s also important to keep an eye on companies with less overlap. Flip through your Fans list and see what pages are popular, even if they have little to do with your mission. Follow major companies in your target area. Use this data to see what’s trending else, and your organization can then tap into.
Create a Picture Perfect User Persona
Designers, marketers, and strategists of all kinds love creating user personas to dive into the mind of their audiences. There are countless different templates out there (Here are a few favorites from UserTesting.com and Buffer), but in a nutshell, user personas are fictional people created to represent your typical audience member and used when developing strategies.
With Facebook Insights, rather than spending extra hours researching potential users to create a composite, use the plethora of data right on your screen. From ages, to location, interests, gender distribution, etc. you can develop precise profiles gathered from your page, competitor’s pages, and more.
Do keep in mind that Facebook likely only represents one segment of your entire audience. Although this is a great way to get an accurate read on your online, social media savvy clientele, it does skip those who skip Facebook.
These are just a few of the countless ways to use this powerful, free data resource to grow your business. Ignoring your analytics tools equals turning a blind eye to the most important metrics money doesn’t have to buy.