As of Q1 - 2016 there are 1.65 billion active users on Facebook. Are you correctly marketing to your audience? Have you wondered how you can improve your efforts and step things up? Facebook Insights is a great tool that very few people actually use. Here are a few ideas from the great minds at Plum Direct Marketing on how you can use Insights to boost your marketing efforts.
Adjust Your Schedule
Even though there are over 1 billion users on Facebook it is safe to say that they are not all logged in every second of every day (although many do stay logged in). They key to a great campaign is figuring out when your audience is online and what time they do the most browsing. Facebook makes this easy with a their Insight Tools. Log in to your Facebook company page and follow – More > View Insights > Posts > When Your Fans Are Online Once you have done that you can view a nice graph that will show when your audience (not the entire Facebook audience) is online.
Using this graph you can see your page activity for the last seven days. You can also see which times of the day receive the most traffic. With this information you can now schedule your efforts to maximize post exposure. This is the easiest and fastest way to reach your Facebook marketing goals. NOTE: Be sure to check back frequently to determine if activity changes.
Know Your Audience
Now that you know when your audience is on your page you should learn more about who they are. Like we pointed out in our post about Revamping Your Blog it is very important to know who you are talking to and what they are interested in. Click the drop down arrow in the top right hand corner of your Facebook window and select Create Ads > Audience Insight. Now you are able to see who the people on your Facebook page actually are and what they are interested in.
How does this help? Well, now you know who you are talking to and what language (tone of voice) you should use. You can also view insights on their interests which will help you create content tailored to them, that will boost engagement.
Select The Best Delivery Method
When creating a new post you should be aware that some formats perform better than others. Which is the best? Well, that is determined by your audience. Some people enjoy watching videos, some reading 5,000 word posts and some like to see the cute little puppy images.
Your job is to figure out which types perform the best and post those during peak times/days. Follow Insights > Posts > Post Types while logged into Facebook and take a look around. This data will help you determine which formats get the most likes, shares and activity. Notice that videos are getting the best response? Post more!
Reuse & Recycle
While you are still in the Insights > Posts > Post Types dashboard, scroll around to see more specific engagement data. This information will tell you exactly which posts performed well and which did not do so well. (How did the cute puppy image do?) Using this data you can repost the posts that did very well and inspect the ones that didn't. Maybe you need a new link or stronger copy, make changes and then repost and wait for the results.
Although you can implement all of these steps today and with little effort, marketing is an ongoing process and you should continue to use this information on a monthly, weekly and daily basis to ensure you are using Facebook to increase brand awareness, engagement and sales.
Comment below if you have any other ideas to share or questions, we would love to hear from you.
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