The starting point for all marketing is your audience. Who are they? What are they like? What are they interested in? How do they buy?
If you do a good job of targeting your emails – announcing upcoming yoga classes to past yoga class attendees – you need to do the same with your Facebook posts. And today, we’ll talk about how you can better understand who your Facebook fans are and what they like. Here are three parts of Facebook Insights to check out in order to understand who is participating and what they want:
1. Gender and Age
The ‘Gender and Age’ section is a good starting point if you don’t use Facebook Insights. What percentage are females vs. males? If it’s predominately females, for example, you may want to cut back on posts about men’s basketball leagues, etc. How about age? This can help you understand if you have mostly parents, seniors or a mix. When you combine the two, you have a good idea of your general audience.
This is a simple one. Make sure that the vast majority of your fans are from your area. Since what you offer is so localized, there may be a problem if your fans are spread across the country and world.
3. Total Reach (Per Post)
At the bottom of each post you make, you’ll see the number of people who saw that post. This number covers the 28 days after the post is made and includes viewers from desktops and mobile devices. That specific post counts as having reached someone when it is loaded and shown in the person’s News Feed.
At the top of your Admin Panel now, you can see your most recent posts and their reach. Take a look at the most recent posts – which ones got the most reach? Continue to posts the content that gets the most reach and interaction.
What other stat areas do you look at to determine your audience?