This week I was given a few pages on Facebook and email analytics. It is vital for a business to analyze this information as it can greatly help marketing efforts and increase the return. Put simply, it's important to improve on what's working and either stop or readjust the things that aren't working. Below are my findings.
Overview
These few pages of Facebook Analytics provide a surprising
amount of data. After looking over the various pages, we can figure out a lot
about ABC Company. They have a total of 880 fans on their page. While the
“Likes” analytic page is missing, it appears they are headquartered in Orlando,
Florida judging by the post reach. ABC Company posts to their Facebook page at
least once a day and their average engagement is around 1%. Finally, ABC
Company has a fairly large email subscriber list at over 2,600.
Key Findings
A few interesting nuggets of information include:
Facebook
- A sizeable portion of the people they reach on Facebook speak Spanish.
- The number one referral site is Google.
- Their viral reach has been increasing over the past week. (May 28 to June 2)
- Nearly 60% of the page’s interactions come from women between the ages of 25 and 44. Men in the same age group account for about 20% on the interaction.
Email
- The open rate is 25.4%.
- The click-through rate is 10.9%.
- They had zero social shares.
- They had a conversion rate of 0%.
- (Note: This email may or may not have had a conversion goal.)
Improvements
Facebook
After looking over the previous eight posts of ABC Company,
I think they could use more variety to boost engagement. Six of the last posts
have been status updates and two have been links (one got a lowly 0%
engagement). I think the content needs to be more visual. There is a wealth of
health-oriented information online from infographs to workout videos. I think
these visuals will boost their engagement and increase their social media
reach.
Email
The biggest problem with their email campaign is their open
rate. The open rate is good, but I think there is always room from improvement.
To increase their open rate they could try sending the email at different times
of the day or changing up the subject line. Additionally, their click-through rate
is low. To improve this they could have clearer calls to action that encourage clicks.
For example, “Don’t let the newest “superfood” fool you. Click here to find out the truth.”
Other Channels
Having a health blog would be great. It seems like there is
a new story about food or exercise coming out daily. ABC Company could easily
capitalize off these trends and create a few blog posts every week. This
content would transition well over to their Facebook page and in their email
content.
With women primarily interacting with their content,
Pinterest seems like a no-brainer. Simply aggregating the health information on
Pinterest would be beneficial, as they would naturally grow a following. They
could use Pinterest to find visual Facebook content and also post any blogs
they create to Pinterest as well. This will hopefully resonate well with their
female audience.
Finally, ABC Company should be on Instagram. Once again, it
all goes back to visuals. The health industry is full of visual things ranging from
food to exercising. ABC Company could post photos of food and quick facts about
the health benefits. They could also record short videos of proper workout
techniques. Once again, this content can be easily shared to other social media
properties or included in their email campaigns.
Future Campaigns
Spanish Audience
While I do not have access to their “Like” Analytics, I
would expect a portion of their fans to speak Spanish as well. I would try out
a post written in Spanish. If they are scared of alienating their fans, maybe
wait until a Mexican holiday and test the waters with festive post.
Email Social Shares
To increase the amount of social shares on the email, they
could use the same content from their Facebook page. Assuming they keep their
1% Facebook engagement rate, out of 661 opens they could get 6 shares on social
media. It may not seem like a lot, but free marketing is free marketing.
Email Audiences
If possible, I would be interested to see what happens if
ABC Company broke out their email list into separate groups. Judging by their Facebook
audience’s interactions, women are much more interested in the content. Perhaps
they could test a gender-specific email blast to see if they achieve higher
click-throughs.
Based on the analytics provided, how would you help
ABC Company?
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