Facebook Marketing allows businesses to reach their potential customers, connect with their target audience, drive website traffic, boost sales and meet business goals. To be as successful as possible in your Facebook Marketing efforts, it’s best to strategize and plan according to your business objectives. However, even with a plan and strategy, unforeseen marketing challenges can arise.
Unfortunately, sometimes these challenges affect our efforts and our Facebook Marketing plan doesn’t perform as well as expected. While developing a Facebook Marketing plan is important, recognizing when and how to improve your Facebook Marketing plan is crucial.
Since each brand has a Facebook Marketing strategy that is unique to its business, it is difficult to determine a single way for all brands to measure the success of their efforts. However, there are a few general Facebook Marketing goals that all brands share.
General Facebook Marketing Goals:
- Brand Awareness
- Audience Reach
- Audience Engagement
- Support of Business Objectives
In order to determine whether or not your business is achieving its Facebook Marketing goals, you must first define them. Setting clear Facebook Marketing objectives will ensure that everyone involved in your Facebook Marketing efforts is on the same page, and will also allow for regular reviews of whether or not you are on track to achieve the goals that you have set.
Tracking and Analyzing Your Facebook Marketing
Reviewing the performance of your business’s Facebook page, and data involving its page likes, reach, engagement and much more, is made possible with Facebook Insights. To access your page’s Facebook Insights, go to your business’s Facebook page and click the “See Insights” button in the top right corner.
Facebook Insights is the single best tool for determining whether or not you are on track to achieve your Facebook Marketing goals, and why or why not. Below are some of the advantageous data reports that Facebook Insights provides.
Net Likes – The Net Likes report shows the growth in your Facebook page’s number of likes. Monitoring this report regularly is key to keeping track of your page’s audience growth – both organic and paid. If one of your Facebook Marketing goals is to reach a specific number of page likes, this is a report that you will find quite helpful.
Total Reach – The Total Reach report shows you the number of people who saw any activity from your business’s Facebook page each day over a given period of time. This report includes posts by your page, posts that your fans shared on their own page, posts on your page by your fans, your page like ads, and more. When reviewing the performance of your page in reaching your target audience, both organically and through paid advertising, this report provides the insight you need to get an idea of how close you are to achieving your goals.
Post Reach – In addition to the Total Reach report, Facebook Insights also provides a report that allows you to review the reach your page achieved through its posts alone.
Likes, Comments and Shares – This report provides all of the data involving your Facebook page’s engagement with its fan base. The number of likes, shares and comments your page received on its post each day over a specific period of time is presented within this report. Seeing which days your page generated the most engagement, and reviewing what your page posted that day, is critical to reaching any Facebook marketing goals you have set that involve engagement.
With detailed reports on your Facebook page’s fan base growth, reach and engagement, Insights is an incredibly valuable tool for monitoring and measuring the success and failure of your business’s Facebook Marketing.
In an instance where you are using Facebook Insights to observe your page’s performance and you do notice a decrease in audience growth, reach or engagement – a potential weakness in your Facebook Marketing – will you know the proper actions to take to strengthen your efforts and get back on track to achieve your goals?
Improving Your Facebook Marketing
When it comes to determining how to correct an issue in your Facebook Marketing strategy, Facebook Insights is your best solution. Because Insights presents in depth, comprehensive data on your page and its posts, it not only shows how your page is performing, but why your page is performing the way that it is.
For example, Insights not only provides data on the overall likes, reach and engagement of your page, but also provides this information for each individual post! Reviewing which posts are connecting with your audience and which are not will help you to improve your reach and engagement by using the more successful post types and more popular post topics more frequently.
Here is an example of a Facebook Insights report on a page’s post.
A very important factor to keep in mind in regards to your posts’ reach and engagement is the post type being used. For example, in the above report you will notice a column titled, “Type” and a photograph icon. This means that the post was a photo. Other types of posts include video, status, offer and link. Different post types produce different reach and engagement with different audiences. And, of course, Facebook Insights has a report for how each post type is performing with your page’s audience. Facebook also allows you to segment the data by whether or not the posts were targeted (paid).
When it comes to a decrease in your page’s reach or engagement with its fans, simply review the Facebook Insights reports relevant to reach and engagement, determine which types of posts have been the most successful in the past, observe the exact posts that performed the best, take note of what their content topics were, and be sure to regularly publish similar posts!
Another variable that may be influencing the reach and engagement of your posts’ is the day and time that they are being published. Even the most potentially successful posts will fail to generate engagement with your Facebook audience if they are published at times when your audience is primarily offline. To guarantee that your posts are reaching as many of your fans as possible, it is essential that they are being published at the opportune time. Facebook Insights shows you when the opportune posting day and time is with your page’s specific audience.
Another report that can be found in your page’s Facebook Insights that is especially helpful in developing engaging post content is the overview of your Facebook fans. The more you know about your Facebook audience, the simpler it is to develop posts that you know they will relate to, find interesting and engage with.
The Your Fans report provides you with an overview of your Facebook Audience including data regarding their genders, ages, countries, cities and languages. Not only does Facebook Insights provide this data for your page’s fans, it also provides this data for the Facebook users that your page has reached and the users that have engaged with your page.
Difficult, unpredictable Facebook Marketing challenges are best met with research and solutions. For your business and many others, Facebook Insights provides you with the data needed for both.
To strengthen and improve your Facebook Marketing, use Facebook Insights to regularly review your page’s progress, predict potential upcoming challenges and meet them with proven solutions.
How often do you use Facebook Insights for your business’s Facebook page? What report do you find the most helpful? We look forward to your feedback!