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Georgia Condon

Using Facebook Analytics To Grow Your Business

With 1.7 billion Facebook users (and counting) there’s a whole world of potential customers out there for you to harness to grow your business. Now that we’ve had a month or so to wrap our heads around the newly launched Facebook Analytics, here are our recommendations for how to grow your potential and active customer base using information generated by the tool:

Create And Monitor Funnels

Though the term ‘funnel’ in has typically been applied to the linear e-commerce buying process, Facebook Analytics allows you to create endless funnel varieties to better understand the factors and page sequences that influence your customers’ buying behaviour. Facebook Analytics’ funnels allow you to cue the tracking of whatever processes you think will yield relevant insights; these funnels could include sign-up procedures, content-sharing behaviours, and on-boarding for new users and followers.

Facebook Analytics’ funnels can be modified and applied in real-time, so your funnel starts to function as soon as you’ve selected the variables and applied it to your site’s data. The ability to quickly and easily monitor the conversion activities of your site’s functions is an invaluable way to identify points for review, to optimise business growth.

Similar to traditional funnel-tracking, these funnel insights will allow you to identify the points at which your potential customers lose interest or momentum in the designated process. The funnel results can be analysed against demographic information, and platform and device factors.

Facebook Analytics

Track Your Visitors’ Behaviour

Facebook Analytics allows you to check and monitor active and engaged users on a variety of timescales, including past-24 hours, and currently active, represented by a pulsing circle on your tracker chart. Monitoring the behaviour of your active users is a great way to target and shape your social media marketing activities, and check how engaging those activities are.

Many businesses find it useful to track their Daily Active Users and Monthly Active Users, and cross-check these trends against significant points like surges in new followers, or the launch of a new product or campaign.

Metrics can then be applied to the Active Users section of Facebook Analytics include Number of Events (which generally means how many times they opened your page), Stickiness (the number of Daily Active Users divided by the number of Monthly Active Users), and Average Events per User. Active Users is a useful quantifier of both linear growth and customer retention, so even though it’s a simple analytic tool, it shouldn’t be dismissed or neglected.

Facebook Analytics

Increase Retention

It’s widely accepted and experienced that it’s easier and more cost-effective to keep an existing follower than it is to gain a new one. Facebook Analytics’ Retention Reports function is an incredibly useful asset to track your retention rate, and cross-check the events and factors that may contribute to follower loss.

Retention is a strong metric with which to measure the overall growth and health of your business and its online presence. The changes that you make to your product, service, and online customer experience inevitable impact customer retention, so Facebook Analytics’ retention tool can help you to identify which of these changes impact your overall follower count.

Facebook Analytics

Facebook Analytics is a completely free, relatively intuitive tool that can help you to grow your business with effective monitoring and application of social media marketing activities. If you’re looking to grow your followers, enhance conversions (in the standard and more broad sense), and increase retention rates, then Facebook Analytics should be on the top of your ‘to learn’ list.

If you need help with social media marketing, contact a specialist at Get More Traffic today on 1300 332 256.

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What the media changes will do to SME’s

We’re in the business of helping small to medium businesses succeed online. We’re experts in getting our clients traffic and leads to help their business succeed and Google and Facebook certainly feature heavily in our digital marketing toolbelt. 

The proposed News Media Buying Code in layman’s terms makes companies like Google and Facebook pay news companies when they include a link in their search results or social media feeds. Sounds simple enough right? Well yes, but the impact goes beyond just Google, Facebook and news companies. 

Those that consumer media are not Google and Facebook’s customers, the advertisers are,  advertisers we support in getting the word out about their businesses.  

DID YOU KNOW? We know that the average SME advertiser spends around $30/day on digital advertising. SME’s can advertise across these digital channels for 4-6 consecutive months for the cost of one single newspaper ad for one single day in one single city.

If Google and Facebook need to pay these news outlets, it means their costs rise, and who do you think will suffer Google and Facebook price increases, yes – the advertisers. 

The reality is that millions of Australians rely on Facebook and Google to advertise their businesses, so they can make a living, grow their business or in fact live day to day. What would it mean for advertisers if advertising prices go up? They stop or reduce their advertising spend, meaning less eyeballs see them, less new business come their way, less income, less money in their back pocket. It could potentially mean the end of some small businesses, how many? We really don’t know, and we don’t want to find out! 

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Google Swaps Voice Search On Android

What if you could have your own talking AI without needing to be a billionaire? How much easier would life be for us? And, how much harder would it be for marketers to reach you beyond your AI assistant?

These days, it looks as if AI technology is developing at a rapid pace. What’s more, it also seems that that development is getting an even stronger focus, particularly at Google.

What’s happening at Google?

Changes are happening to voice search on your Android mobile devices. What was once merely a voice-activated search engine is now evolving into AI as Google swaps out its old voice search on Android devices for Google Assistant.

This change hasn’t been rolled out on all devices yet. However, Google did announce a while back that Assistant now resides in at least one billion devices.

For those who’ve noticed the change in the home page of their android phones, the conventional blue and red mic has been swapped out. However, on Chrome for Android, the Google app, and on the Chrome browser for iOS, the mic still seems to be the predominant search tool.

How does this affect SEO and SEM?

One of the main differences between the old voice search and Google Assistant is the type of information provided. Unlike voice search, which usually only provides a list of links and search results, Google Assistant “answers” your queries directly, without needing to provide you with a list of links.

What this means is that it’s a possibility that less traffic will be coming in through mobile searches. Earlier this year, Google also began testing placing ads within the Google Assistant platform, which could mean another channel through which marketers can now source their ads. (as well as yet another revenue channel for Google).

Does this mean that even organic search is going the way of paid advertising? It’s a possibility for mobile devices, as voice assistants like Amazon’s Alexa and Google Assistant continue to grow more advanced each day.

Adobe recently conducted a survey that concluded that 48% of consumers are currently using voice for “general web searches”. These, of course, don’t cover more in-depth content and research related to searches. But if AI is going to be on the forefront of development, then we can expect the number of voice searches to rise in due time, especially as Google Assistant’s set of skills are improving to the point that you can now book a ride and buy movie tickets through Assistant.

So what do we do now?

Should you start thinking about how to optimise your content for voice search? Should you start putting out audio content that users can easily consume and digest? Well, that’s one possible response for this change in organic and paid search.

Author, speaker, and known marketing expert, Seth Godin, once commented that podcasting is the new blogging. In fact, according to some of the statistics collated by, “51% (144 million) of the US population has listened to a podcast – up from 44% in 2018 (Infinite Dial 19)”. In other words, audio content is gaining ground in informational content.

Google’s John Mueller gave some tips on how to optimise for voice search, detailing what kinds of content fit and didn’t fit voice search optimisation.

One thing he recommended was to start thinking in terms of audio and voice search itself. What does your content sound like when it’s read aloud? How is your content structured and organised? How are the words on the page structured?

In other words, try to start thinking in terms of voice snippets. Think in terms of Q&A’s, and give a direct answer to any questions that potential readers may ask, and make those Q&A snippets obvious in the way your content is structured.

Remember these two things:

1. Structure your content so that it’s easy for voice search to answer queries using the information that you’ve given. Turn your titles or headers into frequently asked questions, and provide the answer in the first paragraph. 

2. Make sure that your content sounds good and cohesive when reading aloud. Try to keep things sounding conversational as much as possible. 

AI Assistants are on the rise, and it might be a good idea to start optimising your content for their eventual takeover.

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