Facebook was founded in 2004. Can you believe it’s been around that long?
Fast forward 10 years to 2014 and there aren’t many businesses, entrepreneurs, authors or agents of influence not using it in some capacity or another. But the real question is, “are you using it to its full potential or are you letting sales slip through the cracks?”
Many changes have been made to Facebook over the last 10 years and one area in which there has been constant improvement is the Insights section of business pages. This is where the hidden gold is for your business.
Insights is a mine of information if you use it well, but not everyone does. What important data could you be missing?
These insights can currently be divided into separate tabs: Overview, Likes, Reach, Visits, Posts and People.
First let’s take a quick look at what each tab shows you.
Overview: provides relevant information in one snapshot – your page likes, post reach and engagement, as well as your most recent posts. It shows your growth easily at a glance.
Like: shows your likes to date and summarizes your likes and “unlikes” during a defined period as well as where your page likes happened.
Reach: determines the reach of each post with likes, comments and shares. Facebook says “Post reach is the number of people who have seen your post. Your post counts as reaching someone when it’s shown in the News Feed.”
Visits: refers to the number of times each of your tabs was visited as well as external referrers. It helps to show what types of posts or information your fans are specifically interested in.
Posts: lists when your fans are online, average reach, engagement and top posts from pages you watch. This is a great tool to help you analyze when you should post to Facebook, to maximize effectiveness and engagement.
People: refers to a breakdown of your fans, their location, sex, age. It also shows how many people were reached and how many people were engaged.
And that’s about where most people leave it. They have a lot of really useful information to base a Facebook marketing strategy on, so they don’t really dig into the Insights any further.
But why leave money on the table and prospects on the sidelines if you can find a way to build engagement and boost conversion by looking at information which is being freely given to you?
Here’s how you can gain a competitive edge.
STEP 1:CHECK YOUR CLICKS.
What’s the first thing you look at when you look at this chart on your posts page?
Most people tell me that it’s the reach bar but that’s only half the picture. If you’re after conversions, you need to know how many people are interested enough in what you’re saying to click on your call to action.
What about your post engagement column? Did you know that you can rank the posts according to engagement level?
You can then break that down even further by clicking on the specific post.
Why is this important?
Well, most people are hung up on reach, but what really matters in the long run is who engages with your content – who shares, who likes and who comments. By looking at this insight data you can see which posts stimulate the response you want. That means you’re giving people what they want and now you know that you can do more of it. Imagine what that will do for your figures over time.
STEP 2: CHECK YOUR SPAM REPORTS.
If you’ve been working your butt off writing and sharing posts but you’re not getting the response you expected, take a look at your spam report, found on the reach tab.
What this shows is a true picture of any negative reaction to your posts. You can see how many people think you’re spamming them, how many unlike your page and how many just hide your posts. If these numbers are high, take a look at your strategy. Are you posting too often? Is your content not relevant? Analyse what you’ve been doing and try to pin down the factor that is annoying your followers.
Remember, some followers will unlike your page but others won’t. They will feel bad for letting you down (yes, really) so they will simply hide your page from their feed. You’re not going to know that’s happening unless you dig into these reports.
STEP 3:CHECK YOUR PEERS AND COMPETITORS.
I don’t know why so many page owners neglect this section but from now on, you’re not going to. Facebook has made it easy to keep an eye on the competition through the “Pages to Watch” feature. Your Insights pages tell you a lot about how their pages are performing compared to yours.
I have only 6 pages showing in this picture but you can add many more. At a glance you can see how each page is performing – which has the most like and new likes, and which has the highest engagement rate for the week. Even better, when you click on the page name it will bring up the top posts made by that page during the week. You get a clear look at their strategy in action and you can see what is giving them such good results. Then you can adapt it and incorporate it into your own strategy.
Now, you have a heap of information at your fingertips. You can ignore it and keep plodding along as so many others do, or you can study it and pull out the information you need for your own strategy.
I strongly recommend taking the time to dig into your Facebook Insights and explore the data. It’s the key to boosting conversion and ultimately to building a sustainable, profitable business.
The clever use of Facebook as a marketing tool is just one of the many strategies I cover in my30 Day Business Turnaround Program. If you would like to discover more strategies to boost your following and generate more income, jump over and take a look right now.
And if you have a question about Facebook Insights, or some insights of your own that you’d like to share, please leave me a comment. I’d love to get some real conversation going on this topic.