- Facebook has given us some epic tools
to help us understand our marketing on Facebook better.
And today we're going to look at one of those tools,
Facebook Page Insights.
Do you ever log into your Facebook Page Insights
and wonder what are you even supposed to be looking at?
There's all these tabs and graphs
and charts and all these bits and pieces
that seem to tell you different things.
It's enough to make you want to run away.
(piano music)
And that's why in this video,
I wanted to show you what you should look at.
But first, if you would like a digital marketing lesson
just like this one in 10 minutes or less per week,
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Insights or analytics of any kind
can be confusing and a total head wreck.
That's why I recommend that before you look at them,
you focus on some key questions.
Firstly, who is your audience on your social network?
And does that match your ideal customer?
Secondly, what content are you creating
that is working for that audience?
And thirdly, is your social media
driving sales and driving leads?
You may have a few other questions
that you want to add to that, and that is fine.
The important thing is that you know what questions you have
before you start so you can go and find the data
that will tell you the answer.
So let's go looking for the answers
to those three questions in Facebook Page Insights.
Let's start with the first question, who?
Who are our audience on Facebook?
Does that match our target market?
Scroll down until you see people and click there.
And this is broken into four sections.
So your fans are people who like your page,
and that's a hangover from the old days
where a Facebook like used to be called a Facebook fan.
And then you've got your followers,
and this is actually more relevant because these are people
who have chosen to follow updates from you.
People can actually like your page
and unfollow all your posts,
but still remain people who like your page.
And then you've got the people
you've reached with your content,
and the people who've engaged with your content.
And for each of these, you'll see a similar graph.
Firstly, men or women, their age group,
and then you'll see a little bit more.
So the country that they're from,
the city that they live in, the language that they use.
And just check this.
Does this fit your customer profile?
Where do they live?
What age group are your customer
and what gender are your customer?
And do this for each section.
Now let's find out what content is working for us.
Click into posts, and there's a few things
I want to show you here.
Firstly, post types.
And if you're posting a good balance of content,
some videos, some images, some links, some status updates,
this will give you an idea of which one of those
are working best.
And as you can see here, for me,
video outperformed everything,
followed by photos, followed by link,
which is interesting because a lot of people will tell you
that people don't engage or see links on Facebook.
And it's actually doing better for me than status updates,
which in the past have performed really well.
And if you scroll down from here,
you'll see information about all the posts
that you have put organically on Facebook.
And it shows you by default the reach that each post got
and the engagement that each post got.
It even breaks it down.
So down here you can see that this reached
one and a half thousand people,
but it breaks it down by organic,
which is the dark orange line,
and paid, which is the light orange line.
It also breaks down your engagement by post clicks,
reactions, comments, and shares.
But there's even more information we can see here.
So firstly, where it says reach, organic, paid at the top,
if I click that dropdown menu,
I like to see the reach between fans and non-fans.
If you want to keep growing your audience,
you need to have a good amount
of new people discovering you.
The other thing that I like to look at
is the engagement rate, which I can see here.
If I go down from this menu and choose engagement rate,
this is the percentage of people who saw my posts
who actually engaged with my posts.
And this is a far better measure of post success on Facebook
than reach alone or even likes, comments, and shares.
Because even if you reach only a small amount of people,
you may find that a large percentage of those people
engage with the posts, meaning it was a good post,
it just didn't work for the algorithm.
So here we can see on this screen
the highest engagement rate I got was 13%,
which means 13% of the 273 people who saw this post
engaged with it in some way.
And because that's a video post,
it's not just taking into account likes,
comments, shares, and post clicks.
It's also taken into account video views.
I recommend scrolling through this
and finding those posts that have done the best.
So here's another video post that got high engagement.
And this one is a link post that got high engagement.
So six percent of the 244 people I reached
engaged with it.
To find out a little bit more
about these top performing posts,
you can just click on them and that will show you
all the information you need to make a judgment
about why this post may have been popular.
And if you look the last three or four posts
with the highest engagement rate,
what do they have in common?
That could tell you a lot more about the type of content
you need to create for your Facebook audience in the future.
And now we're onto question three,
is your Facebook page driving sales and leads?
And there's a couple of places you can find this.
The first place that I go and look for this
is in your content, in your posts.
So we're still in the post tab here.
If you scroll down, look for any posts
that you created that were designed to get people
to sign up to your email list, to visit your website,
to visit sales pages on your website.
So we know we had one earlier
that got a six percent engagement rate, this one.
And this wasn't just the link to my website.
This was driving people to sign up
for my Maximum Impact Marketing Challenge,
which is a lead magnet,
which is designed to get people onto my email list
and tell people a little bit more about what I do.
So I'm gonna classify this as a lead post.
And as we saw earlier, if I click onto it,
I can see that I got six link clicks.
And if I used UTM tracking Google Analytics goals,
I'd be able to see how many of those people
converted into leads.
And if you want to know more about how to set that up,
I will leave a link in the description
to a video that talks about that.
The other thing to do is to look at actions on page.
Here you can see how many people clicked to get directions,
how many people click the website link
on your Facebook page,
how many people click that call to action button
that sits just underneath your header picture,
and how many people clicked your phone number.
Now you can see, I don't have a whole lot of engagement
in these sections on my Facebook page.
And if you do have a lot of people clicking those buttons,
you'll see breakdowns below by all the people
by age or gender, by country, by city, by device.
If you have a Facebook shop attached to your Facebook page,
you can see even more information underneath orders.
This will tell you how much money you've made
over time from your Facebook shop,
and the number of orders that you got.
And you can change the period of time from seven days,
which is the default, to today, yesterday, or even 28 days.
Now you know what you're looking for,
and you've probably had a look
at your own Facebook Page Insights.
There's two things you need to do.
Number one, you need to keep a record of those somewhere.
I recommend an Excel spreadsheet
because you can measure over time
the effectiveness of what you're doing.
I'd also recommend that you set a particular time each week
for looking at your analytics so that you can manage
your performance over time.
(piano music)
In the next video, we're going to be looking
at Facebook Audience Insights,
which I think is an amazing tool
that will help you understand a lot more,
not just about your audience,
but the audience you want to reach in future.