Little known tips on how to improve your marketing efforts with Facebook analytics
Facebook is the giant of all the social media channels, if it were a country it would be biggest with over 2.45 billion users worldwide and 2.5 million users in Uganda. Because of its sheer size and popularity, it is positioned as one of the most useful platforms for connecting friends and family as well as meeting new people.
Because of all the digital real estate that this platform covers, Facebook can be a powerful marketing tool for businesses out there. Because of its many users, the businesses are able to reach their target audiences and even get valuable insight into customer behavior and preferences and what can be done to entice prospects to learn more or even purchase a product or service.
Facebook as a platform provides a lot that Is readily available to businesses looking to marketing on the platform; all this is part of Facebook’s analytics. The big question is; what is Facebook analytics? How is it useful to you? And how can you use it to improve your marketing efforts? Well, I am going to unpack it for in this article so stay with me.
Analytics can be defined as information resulting from the systematic analysis of data. In layman terms, it is making sense of a whole lot of data.
Facebook analytics sifts through the raw data that is generated by the platform and finds useful patterns in that data that can be applied to marketing insight and action. On your Facebook business page, this can be found in the “insight” section that is in the navigation bar at the top of your Facebook page. (side note; insights can only be found in a business page and not on a personal Facebook page) this tool allows users to measure the engagement and effectiveness of their Facebook pages and marketing efforts and manage their pages better.
Because of all the enormous data that Facebook collects, the trick in using this analytical tool is about knowing which data to look for. I am going to categorize these into two major data sets, Engagement and audience data. Let’s dive into them.
Facebook’s analytics tool so generously provides you with the level of engagement on your page for free! This data is useful in determining the success of your marketing efforts.
Engagement can simply be defined as any action taken on your Facebook page or any content you share by your followers. In this case, engagement would be alike, comment, share, inbox message, link click, or even filling out a leads form. All of this interaction with your content is engagement, and the higher this number is, the more your Facebook content is working and spurring people to take some kind of action.
So, the task is finding ways to increase engagement. But you can’t know if the engagement is raising or not unless you have exact numbers and Facebook analytics provides those numbers. The numbers help you make informed decisions in your Facebook marketing strategy.
People are interacting with your content, great! But, do you know who they are, what do they like, what their interests, where do they come from? In case you haven’t caught on yet, I am talking about the demographics of your audience. Luckily, this kind of data is provided by Facebook as well. How do you get to it you ask? When in Facebook insights in your left-hand menu, look for “People” when you click it this will appear:
Once you find common characteristics in the people who are engaging with your marketing or even your product or service, commonalities make it much easier to tweak and target your marketing for more effective results and higher engagement.
On the same page, Facebook provides for you the location of your audiences
Once you have enough data on your customers, you can create a persona compiling a list of characteristics of your best customers—or even your desired ones—and then build strategies to appeal to this market.
The effectiveness of your Facebook marketing increases the more you understand the data provided by the Facebook insights tool. You’re able to better understand your audience and properly communicate with them.