Are you a small business owner using Facebook for marketing, then you may realise that there is so much battle against Facebook’s algorithm for reach and engagement. Over 510 comments are posted, 293,000 statuses are updated and 136,000 photos are uploaded every 60 seconds and every hour over 3 million links are shared on Facebook. That said, there is a lot of competition out there to gain your fans attention.

If you have tried everything to get seen in the news feed, but nothing works and are clueless about what to do next, then don’t worry I as a digital marketing agency expert have good news for you.

You have a secret weapon right in front of you and it’s free to use. You may be wondering what’s this no-cost lifesaver is? It’s Facebook Audience Insights. However, you need to know what tactics work to use Facebook Insights effectively and to do that you need to know how to track and measure results.

That’s what exactly I will share with you to get the engagement you have been dreaming of.

How to Use Facebook Audience Insights to Improve Your Social Media Marketing Strategy


Here are my top favourite ways to use Facebook Insights to improve your social media marketing strategy

Know Your Users

The first and the foremost thing to do when using a Facebook page for your business is to know who your users are. The more you know about your audience the better and when you know your customers well, you can make informed decisions for your marketing strategy and create a tailored experience for them. With Facebook Insights you get to know about the demographics, age, gender, location and interests but for an effective strategy, you need more. You need to know about the intent of your audience and Google Ad services audience insights can help here. You will get to know how your users compare to the general population.

Use Pages to Watch

Pages to Watch help you see exactly what kind of content works on your page as well as others similar to your brand. This not just allows you to keep an eye on the competitors but provides an easy way to follow influencers you want to be like and learn from. You can find this, Pages to Watch under the Most Recent Posts section in your Facebook Insights. You just have to add the pages here to keep a watch on. Simply type the name in the search bar and add, you don’t even have to like the page to add to your list.

For each page added you will be able to see: Their total page likes and the percent change every week, how many times they’ve posted and their total weekly engagement. If you click on the brand’s name you will get to see all their top posts for the week. His helps you know how often your competitors post per day, how interactive they are with their audience, what the tone of their message is and what does their content mix look like thus helping you find new ways to boost your engagement.

How to Use Facebook Audience Insights to Improve Your Social Media Marketing Strategy

Monitor CTA Clicks

The Call-to-action (CTA) is one of the first things fans/visitors see when they come to your page, so you should take advantage of that. In fact, adding CTAs to your Facebook page can increase the click-through rate by as much as 285%. So, you should optimise the CTA button. But where you can find your stats? Let me tell, open Facebook Insights and on the left navigation panel click on the Actions on Page option. Here you can choose the time period you want to view by week or month and then see how many people reacted to your CTA.

The Facebook’s CTA can link to anywhere you would like to drive traffic giving you 11 options including: Book Now, Call Now, Send Message, Contact Us, Use App, Play Game, Shop Now, Sign Up, Watch Video, Send Email and Learn More. You can use any.

See When Fans Are Online

This is obviously one of the most important things to do when you want to post a new content. By looking at when your fans are online you can create custom posting schedules and gain more likes, comments and shares. However, to see when your fans are online, click on Posts from the left navigation in Facebook Insights. Here you will get the data when fans are most engaged and can also download the detailed report. Aiming to schedule your Facebook Page’s content when the majority of your fans are online is important to increase engagement, but the peak fan rate may not be the optimal time. You need to find your engagement sweet spot which can be done by determining the intersection of time when the majority of your audience is on Facebook and the time when least overall posting is occurring. Getting to know this will also help you in pay per click advertising as you will know when to post content to get maximum engagement within your budget.

How to Use Facebook Audience Insights to Improve Your Social Media Marketing Strategy

Track Content Performance

Tracking content performance will help you fine tune the posting strategy as you will know what type of content gets a lot of engagement and clicks. However, to improve social media engagement you need to have 2 types of content, chum and baited. Chum content is engaging visual content and baited one links back to your blog, landing pages and/or website. Each time someone engages with chum content, Facebook is notified and will start showing your content to more people. The baited content is what turns visitors into customers driving your business forward. So, use Facebook Insights to see which chum and baited content your fans interact the most.

These are a few of the ways you can use Facebook audience insights to improve your social media marketing strategy and make data-informed decisions. Once you get a clear picture of what works best for your page, you need to check insights weekly and optimise your posts.

This will help your fans to take notice and start liking, commenting and sharing more than ever before.

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