When it comes to B2B inbound marketing campaigns to increase your leads on social media, the first distribution channel coming to mind is unconditionally LinkedIn.
Facebook however, has been maturing and growing its channel credibility for usage in commercial purposes throughout years. Even though the social network is not primarily serving for business purposes, it finally ranked top 3 social media channels used by B2B in 2016.
Therefor, at R+S agency, we listed 7 Facebook KPI’s for you to get a detailed feedback on your B2B marketing performance.
FACEBOOK Fan Growth
Number of fans is a doubtfully credible metric to measure your business performance on Facebook. Solely a number won’t provide you any information whether your marketing strategy is experiencing ups or downs. Businesses are seeking for ratio metrics based on historical performance. Here comes fan growth, which gives you a wiser grasp on whether your page could attract more fans the following month in comparison to previous periods. This indicator serves a solid base to track your page visibility.
This value takes into account three major fan actions of liking, commenting, sharing your content or engaging with your page within last 28 days. To be a first indicator whether your content is compelling fan base to interact with it. To get in-depth insights about engagement rates, examine:
- Engagement by format to track which form would be most appealing for your target audience;
- Engagement by content helps you to come up with the content topics to bring highest value for your fans;
- Engagement by time tells at which time frames your content is more likely to be noticed and interacted with.
People talking about this (PTAT)
PTAT equals the number of people creating a story about your page. In other words, they serve as your brand ambassadors, by making brand related content to be displayed on News Feed. PTAT actions complement basic engagement pack with page tagging, mentioning, check-ins, RSVPs and other interactions. By incorporating PTAT with Fan Growth you can discover wether content and page tailored for your target auditory are equally appealing to their look-a-like audience.
...displays the number of people having a chance to “see” a post in the stream or advertising column. However, keep in mind that after having “seen” your content, they still face a choice wether to interact with it or not. Content reach can be considered as a derivative of PTAT, organic search and ads.
Traffic to web page
...has the honor to stand separately from PTAT and engagement. Besides getting likes and shares, your content’s main purpose is generating more traffic to your company website by means of clicks. This value is not to be misperceived as click-through rate, which covers a wider scope of content interactions.
Audience profiles helps you in getting closer to your target audience. Basic fill-in details for average users can turn into powerful descriptive dataset for marketers. Consequently, allow you to accurately develop the content aligned with user interest.
Not only businesses should set up a clear direction for their marketing strategy, marketers shouldn’t forget about mistakes to be excluded from replication. Negative actions, such as hiding post, or report as spam can tell about weak content relevance to the users. But unfollowing is clear indicator for you to adjust your current marketing strategy.
Beyond highlighted KPI’s in this articles, Facebook provides a handful of metrics to measure your performance. Moreover, it explains how to correctly interpret each metric.