You set marketing goals, you followed a solid strategy, now what? Now it is time to gather data, measure and refine. It is time to find out how to see what worked and what didn’t work as well and how to adjust accordingly. Analyzing the data is so important and there is data all throughout the marketing campaign. Some of it is already gathered, and some will have to be found, but it will always need to be adjusted. This is just a constant part of marketing, especially on a social network.
Facebook Insights is available for your business if there are more than 30 likes on the page. It provides clarity to the social marketing campaign. Trying to successfully navigate through a social marketing campaign on Facebook without using Insights is like driving through a rainstorm without windshield wipers. The Insights option will be at the top of the Page. Once clicked on, it provides options to view certain metrics or even export results for further breakdown and study.
Facebook Insights measures audience engagement. It will show Likes, Clicks, Share and Comments, as well as a breakdown of each. It will also show a ton of information about posts, such as which posts resulted in someone un-liking the Page. This type of information is invaluable, and it sometimes hurts to see, but it is absolutely necessary in order to know what needs to be changed. Facebook Insights provides crucial information which helps determine which post types are working best for your business.
For options outside of Facebook such as purchase conversions, additional tools may be necessary. There is no shortage of availability, but they typically aren’t free. It’s best to do a lot of homework here to ensure a top rate return on investment. This is especially important in the beginning when even a small loss can break the bank.
The Tracking Loop
Once set up and successfully marketing, there is a continuous loop of goal setting, measuring results, and adjusting the strategy. This should be done even during continuous efforts to maximize Facebook Ad campaigns. Tracking progress will help identify successes and failures. It will highlight those strategies that are working well and isolate those that need to be tweaked.
Mastering all the strategies in this Facebook Marketing series is a big job. However, once it’s done it will be time to move on to other things such as expanding the Facebook Marketing efforts. Yes, there’s more. Facebook can be used successfully to generate leads for the sales team and launch contests for users among other things. Facebook Messenger and chatbots are fantastic to communicate one-on-one with followers and make them feel special and give valuable insights.
Facebook Marketing is a big monster and it can be a bit overwhelming in the beginning. There is a lot to learn. The good news is that there is no need to invest any money when first starting out. That is one of the best things about Facebook Marketing. Someone really can start off without investing a dime and then branch out into more complex strategies. Paid campaigns and paid Facebook Ads can come later after the simpler strategies have been mastered. Just remember, even though Facebook may be the biggest marketing campaign it shouldn’t be the only. Keep the brand presence and the message consistent across all digital media platforms and be present on all of them. This is the best way to grow your business audience and its loyalty. Marketing success begins with engagement and ends with conversion. The complement is repeat customers.