What is the best time to publish a Facebook post that engages your audience? What days of the week are best to share a blog article on your page or offer a tip about your industry? Facebook Insights is a powerful tool at your fingertips. It gives you the ability to track user interaction on your Facebook pages and can answer vital questions about your customers.

Using the information that Facebook Insights provides, you can hone in on what approaches work best to increase traffic to your website and ultimately make that conversion you are looking for. In this article, we are going to discuss the various functions of Facebook Insights and how we can use this information to form a proven strategy for driving organic traffic to your website.

Organic website traffic is the most valuable traffic on the web today. These visitors often stumble upon your website via a blog posts or social media share. So what kind of information can we gain from Facebook Insights about these visitors?

To get started let’s take a look at your main dashboard. On your main dashboard, you are able to see information such as your total number of likes, if those numbers are going up or down, the number of fans available, how many people are talking about you page, as well as your weekly reach.  

Let’s explore this various data to help you determine if your visitors are listening. We’ll cover an array of tips and insights to help you tailor your blog topics, white papers and email campaigns to generate more clicks to a website.

Weekly Reach

The weekly reach feature on Insights is a great way to identify the WHEN of your client engagement questions.  It provides a breakdown of your likes, comments, shares and other features and places them in a time graph.  Using the data, you should be able to identify when your audience is checking in most.  Pick the days and times that your audience is paying most attention to post that link to your website or blog.  This will ensure that your posts get as much attention as possible, leading to more clicks.

Post Virility

Facebook Insights provides you with data on how successful your posts have been based on likes, views, shares and clicks.  This can also be broken down into more specific data based on what you shared.  Let’s say you want to see what type of posts where the most successful.  You can refine your data to see how your pictures preformed versus links to articles.  You can also compare how similar posts did in comparison to each other, such as comparing how your blog article from this week did in comparison to last week’s.  Insights breaks this data down by date of post, title, reach, engagement (a very important metric), how many people are sharing, and a percentage of overall post virility.

This information should directly influence what content you are sharing.  If your audience is clicking a blog post about a certain topic, take note.  After a while you will be able to identify what your audience thinks is worth clicking on versus what is a waste of time.  Further, make sure that you measure the comparisons between your posts with similar content and use what works best over time.  Knowing which posts have to most virility gives you the tools to create the content that your audience likes and wants more of. Paying attention to post virility can answer tough questions like whether or not your next blog topic should be a listicle or a how-to guide.

Likes

Taking a further look into your likes in Facebook Insights gives you a breakdown of information like the demographics and geographic locations of your fans.  Demographics like age, gender and location can be used to hone in on who your audience is and where they come from.  

Not only are you able to measure likes, but you can also take a look at the demographics of the dreaded unlikes.  Tracking unlikes is useful because it is a lesson in what posts you have shared that were unsuccessful.  

Take a look at when you received the unlikes and check the posts that went live around that time. Determine what the post was about that may have not settled well with some of your followers. Pay attention to tone, images, and comments on these post for the best insight into why the post was not well received. Keep this in mind for future posts to avoid future unlikes.  

Knowing your audience allows you to know who you are posting to based on likes.  When you measure the likes of your posts, you know who is paying attention and can identify targeted audiences.  When you are pushing to bring those target audiences to your website, make sure your shared content speaks to your audience by mimicking the topics of your most popular posts.

Post Reach

Studying your reach through Facebook Insights allows you to see how your posts are doing.  Is your audience commenting, liking, sharing and talking about you based on your page’s posts?  Reach can also show you how your audience and page visitors got to your Facebook page, whether by organic search, clicking an ad, or other methods of finding you.  

When you can see that certain posts are reaching farther than others based on Insights data, this is the strongest indicator that you have content that is really hitting its mark.  Make sure that you tailor your posts with content that brings your audience to your website.  Measure the blog posts, white pages and other posted content that links to your website. Determine if it resonates with your audience in order to continue pushing posts that hit your target.  

Getting Started

Through Facebook Insights you are able to identify your audience and gain insights into the type of posts that perform well routinely. Using the data you gather from Insights allows you to tailor your posts and shared content to topics that have proven to engage your audience and customers. Planning content and retargeting campaigns around this information ensures that you build your brand as well as drive traffic to your website organically.

Identifying the patterns and interests of your customers and audience is the first step to boosting traffic to your website organically. Using Insights you can streamline your content and marketing campaigns by developing content and topics that receive the most engagement.

For more about Facebook Insights, read our previous article, The Power of Facebook Insights, or speak with one of our marketing analyst.