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How to do an In-depth Facebook Analysis

How to do an In-depth Facebook Analysis-315

How to do an In-depth Facebook Analysis-315
Nowadays to grow and establish a brand, social media presence is critical. A majority of people who use social media spend more time on Facebook when compared to other sites.

Most Facebook pages are set up because of the trendy marketing aspect. However, most of them fail to meet their goals. They try to follow the latest trends and copy other pages without knowing what works best for them.

A comprehensive Facebook page analysis will tell you if Facebook demographics are in line with your business demographics.

Here are the steps you need to take outlined in an easy to use format.

Revisit your social media goals

Determine the performance of your page by reviewing your social media goals. I use this opportunity to rethink my social media presence goals. Before I peruse through all the data, I check on these key areas.

  • What is my estimated reach?
  • What is the demographic of the target audience?
  • Is the target audience interacting with my page?
  • What media do they engage with on my page?
  • Are they sharing my content?
  • What is the competition doing?

Know your page insights

Analyzing your page requires you to crunch the Facebook numbers. Facebook gives you all the tools to do this. Very quickly and easily you can see how your page is performing. Every business page admin needs to know where to find this information. Having an easy access to page resources is the trick to get accurate data about your page.

Check your page overview

Take time to check the number of views, likes, and comments to see if they’re growing, stagnant, or decreasing. The Overview Page gives data in a given period. 7 days is the default period. You can also see the last 28 days, yesterday or today. Review the data online or export it to an Excel sheet. In Facebook insights, the data is presented in simple graphics blocks for ease of interpretation

  • Page Views
  • Actions on Page
  • Reach
  • Page Previews
  • Post Engagement
  • Videos
  • Page Likes

The data is presented in numerical values with blocks showing an up or down trend in the numbers. Just click on a block when you need to see more data on a block.

Tracking your competitors

Your analysis isn’t complete until you check your performance against your competitors. Visit their pages and take notice of the number fans and followers. Check their posts to see how many likes and comments they receive. Facebook will show the statistics of your competitor’s pages. This is important to zero in on the type of content to post, the time to post, and how to engage your audience.

Figure out your next action

Now that you have all the data about your Facebook page, what do you do? These stats are just the beginning of your in-depth analysis. Think about how you can use your fans to make the page better. The people who visit and engage with your page are your most important asset.

At the end of the day, coming up with a strategy that helps you to achieve the results you need is your main goal.

Overview of a Facebook Marketing Strategy

With over 1.15 billion users, and those Facebook users on average spending an incredible 7 hours +/- per month on the network (as compared to less than 7 minutes on Google +, Mashable 5/2013), Facebook is a place to intersect with people that can become customers.  Facebook provides marketers with tremendous opportunity to connect with their target audience.

2012 stats give credence to the Facebook sales funnel potential, including 77% of B2C companies reporting they have acquired customers via Facebook, and 41% of B2B’s reporting the same.

The key is growing your Facebook community so that you reach more and more relevant people, then having methods to move fans into the funnel so that they become known leads (like capturing their Email address), and finally, being able to help move those leads from interested to becoming a customer (bottom of funnel).

I went into more detail on this is a recent webinar I conducted.  I’ll post more detail on this in upcoming blog posts but for today I simply wanted to roll out the Infographic which has an overview of the funnel.  [VIEW INFOGRAPHIC BELOW]

Facebook Content Recommendation:

1. Capture Attention

Images, videos, infographics and more.  This helps catch the eye of the user in the News Feed, inspiring them to engage.

2. Be Social 

Brands on Facebook need to post in a social way.  There’s a style of writing that is not directly sales speak but communicates socially what you have to offer.  Check out this post by Starbucks for an example of promoting their Pumpkin Spice Latte without directly selling it.

3. Be Helpful 

As Jay Baer says, “it’s difficult to be amazing all the time, but you can be helpful 100% of the time.”  Struggling with “what” you can post about?  Be helpful!  A real estate agent’s fan page can’t push the newest listing in the market each day, but they can inform their fans about school redistricting, new businesses coming to town, community resources, and more.  It makes sense for a real estate agent fan pages to be offering helpful community information!

80-20 Mix of Content on Facebook

With a mix of 80% attention capturing, social, and helpful information mixed with 20% of information that is more “selly sell” (Chris Brogan speak), a Facebook Page can navigate the waters of social media to participate well in the News Feed of users socially and remain top of mind, build loyalty, and move users deeper into the funnel towards becoming a customer.

Facebook Sales Funnel OverviewMid-funnel content is where fans are moved to become leads via landing tabs, contests, and promotions. These are a blend of social and sales.  Offering a free ebook to your fans in exchange for their email sign-up is not a direct sales (the 20%) item but it is a bit more specific than a general post and it serves the very valuable purpose of moving a fan into known customer persona mix when their name and email address is registered.

Tabs can serve at any stage in the funnel.  For instance a Instagram or Pinterest tab on a Facebook page can coincide with a Page sharing posts about new pins to see or a #hashtag on Instagram. Mid-funnel tabs are the tab landing pages for ebooks and for promotions where users enter their email to receive access to a coupon for example.  As well, photo contests where entrants submit a photo and their information can be mid-funnel opportunities of moving a fan into the “potential customer lead” category.

Check out the webinar video for a full overview.

I give landing tab examples and build one in live demo. Stay tuned for more blog posts breaking down the 80-20 Facebook content mix and the 3 focal points of the Facebook sales funnel.

Sources:  http://www.socialmediaexaminer.com/SocialMediaMarketingIndustryReport2013.pdf


http://newsroom.fb.com/Key-Facts http://blog.hubspot.com/blog/tabid/6307/bid/23778/42-Tweetable-Facts-to-Squash-Marketing-Fantasies.aspx   (41% stat 2011)

http://blog.hubspot.com/blog/tabid/6307/bid/31550/20-Fresh-Stats-About-the-State-of-Inbound-Marketing-in-2012.aspx  (77% of b2c stat)