One significant factor in Facebook’s ranking algorithm is engagement. You need to get more engagements for your Facebook posts to increase your reach. Remember, increased organic reach means you will spend fewer dollars to reach your ideal clients.
But reading a lot of analysis done online can leave you confused because they can be too broad. You need to know specific steps on how to analyze trends relevant to your industry so you can utilize them to your advantage.
The key to unlocking organic reach on Facebook is actionable insight. Here is a six-step process to help you discover the insight you can use.
1. Search for relevant successful posts
There are three important categories of posts that you need to study. They are posts related to your industry and keywords, competitor’s posts and your posts. There are paid tools that you can use for this, just make sure that when you use your keywords you also apply the necessary filter so it will yield the most relevant results for you. You can also do this manually especially if you already know the most popular competitor you have in your niche whose posts are getting a lot of engagement from your target audience.
2. Ask a set of questions for analysis
After studying relevant posts, the next step is the analysis phase. It is here that you will ask a set of questions that will help you better understand what posts generate more engagements with the target audience. Some applicable questions that you need to ask are: What do you see? How are their posts similar to yours? What makes their posts stand-out compared to yours? In this phase, the goal is to discover what, if anything, these successful posts have in common. This may be tasking but the data you will gather from the analysis will be worth it. You can be tempted to just skim through posts but you need to slow down and take note of the details.
Remember, to get relevant results, refrain from using broad keywords, be specific. So instead of just looking for Christmas, you can do Christmas decorations. From there you will see the types of decors that have the most engagements. You need to take note of the post length in characters and the appropriate time and day to schedule the post. Then you need to ask these two crucial questions: What did I learn? and What will I try? These questions will help you to apply what you have learned through your analysis and assess if they hold true for your audience.
3. Continuous evaluation
After trying out styles that you’ve observed worked for top posts to get engagement, continually evaluate if you are getting the same results as those accounts that you studied. The insights from the data that was gathered will tell you where to start but it is a continuous evaluation that will show you how to proceed. Do not stick with something just because it worked for others, remember to modify, and you can only modify if you are monitoring and evaluating consistently.
There is no one strategy fits all technique even if you are on the same niche. You have to find your trend and strategy. Evaluation is the key to be able to achieve this. Don’t just do something because others are doing it, test and see.
4. Promote others’ posts
Initially, it might feel weird to share others’ content but sharing others’ content will show your audience that you are not only using their time and attention just to promote yourself. When they see you promoting others it can lead to audience growth. By sharing top-performing content, you will be able to reach a much bigger audience.
There are two types of curated content that you can share:
- Third-party content from other brands
- User-generated content from customers
One will be more effective than the other, so you need to see. You can also alternate if you see that both types work well for your pages’ engagement.
5. Analyze Facebook Engagement for Competitor’s Pages
Evaluate what’s working for your competitor use those insights and apply the principles to see if your target audience will respond.
You can draw a comparison from the various competitors you can find in your niche. A spreadsheet with your findings is best to plot the results and progress. You can also utilize the spreadsheet to place words and phrases that are mostly used by highly engaging posts. Aside from words and phrases you can also check posts with the highest interactions and ask yourself what message they contained, what their focus was and if they used a call to action.
After plotting your observation, you can categorize the results to better see patterns and differences in emphasis for the pages. To further your analysis, also compare the best day and time for interactions for each pages’ posts. At the end of this process, you can draw valuable conclusions about each company’s page that you studied.
You will be able to determine which page is the strongest amongst all that you evaluated and their insights will help you develop your posting strategy. This analysis process is not complicated but it will require intentional effort to find relevant data and make strategic decisions based on the insights.
6. Adjust Facebook strategy
Any insight drawn from your Facebook analysis is crucial and essential, but at any time a particular insight doesn’t generate results for your audience, change it up. The insights are just guides, but to be fair, test each type of post more than once. This was you can assess properly. If a post consistently gets poor results, don’t be afraid to change your strategy.
This will be the basis for the next round of data available to you, and you can begin the Facebook analysis process again.
Engagement is the lifeblood of any online business. It makes your business visible and extends your reach. Engagement is possible with attention-grabbing posts that you create based on the 6 steps analysis provided above. Bottom line: Study, apply, monitor, evaluate, modify and start again. Follow these simple things and you will find the best strategy to engage your audience.