It’s time to start planning your marketing strategy for the next year. To do this, it is necessary to evaluate all last year’s data and set goals, objectives, as well as the desired success for 2022. The analytical study remains based on metric data for organic coverage, i.e. audience who just like you. You can also use a small business CRM software to plan your goals, objectives and to increase productivity.
Facebook is used by more than 1.79 billion users worldwide every day. Each of them can interact with your brand when used properly with marketing tools. But to use them, it is necessary to periodically evaluate the indicators of the social network.
Today we’re going to talk about the main Facebook metric to track for organic publishing in 2022.
Why you should analyze your Facebook metrics
Between January and March 2021, the Facebook platform had over 250 million active stores worldwide. This is absolutely justified because due to the pandemic, most users were forced to use social networks to search and buy goods/services. Moreover, people also provide Customer Feedback on Social Media. But some of them still use Facebook to connect with friends and watch digital content.
Remember how the platform is used by all of its users and your target audience – these are two big differences. To draw a parallel between them, to understand which publication attracts new customers, and what works for existing ones – use a metric. Without it, you will never be able to correctly assess how your business is performing, and therefore you will not be able to make new plans for the coming year.
8 Facebook metrics to track in 2022
In this section, we’ll break down the main metrics you need to track for organic reach.
No. 1. Involvement
Everything a user does with one post or profile as a whole reflects their engagement. It also includes reactions, comments, clicks on links and to the profile page, and much more.
Tracking this indicator is necessary to assess the reaction of your users to a post or story. The more interactions there are, the more likely you are to appear in the reader’s feed. Use an easy writer to write essays and content to help boost engagement rates.
Track the metric and its internal subspecies to assess reactions. To do this, use Sprout analytics, which is part of the report. All types of indicators will be highlighted in a specific color for easier analysis. Inside the function, there is a report on the effectiveness of publications to detail information for each post.
You can also track metrics in the “Content” tab inside Facebook Insights.
No. 2. Engagement rate
Amateur bloggers post and hope for the best. Pro bloggers post, measure and they strive to improve their metrics across the board.
In order to calculate the level of engagement, you need to make calculations. To do this, take the total number of interactions and divide it by the total reach. Then multiply the result by 100%. This will be the percentage of engagement for one post.
It’s important to get high engagement rates and high impressions. If one of them is low, then something was done wrong. This metric will help you understand how interesting your post was. It reflects the time of publication, the availability of digital content, etc.
The ratio is calculated automatically right in Sprout.
No. 3. Coverage
There is a difference between Facebook engagement and reach. So, reach is the number of users that a post can see, and it can be free or paid.
It works according to the following principle: a post has 100 impressions, but only 10 have seen it. By this metric, you can understand who was interested in you. Also, you will evaluate whether your publication is being received by the customers who need it.
Sprout will automatically display the reached result for each post. In the page reports, you can estimate the average amount of implemented and potential reach.
No. 4. Impressions
The impression metric is the ratio of impressions to reach. It is equal to the number of times the post is highlighted in the user’s timeline.
The more often customers see your posts – whether that’s stories, banner graphics, or images – the more likely they are to be of interest to them. The number of impressions will show how many people saw the publication and how many returned to the page to find it again.
You can estimate the number of impressions in the top bar of Sprout or in the performance report.
No. 5. Likes and subscriptions
To understand how many people connect with your brand, the oldest metric is still used – likes and followings. If they just browse your page – well, they like you, but if they like or subscribe to updates – it means that they want to get closer.
For analysis, you can also use the difference between likes and subscriptions, as well as the overall engagement rate and the number of likes. This will help you understand how popular you are with your target audience.
The metrics are located in the Pages tab inside the page report.
No. 6. Facebook referral traffic
If you have a website that is linked to your Facebook page, you should track your referral traffic metric. It characterizes the number of clicks to your site through the link. The more there are, the more convincing your posts are. It is useful both for traffic and for testing the effectiveness of ad campaigns and ad frequency.
To evaluate the data, use Sprout, having previously integrated it with Google Analytics.
No. 7. Demographic indicators
Using the demographics metric will help you assess which audience is reading your page and tailor content for each type. For example, where do your users live, how much do they earn, their age, gender, etc.
All reports are stored in Sprout under the Demographic Data tab. Here you can select the required characteristics for analysis.
No. 8. Top Participants
To understand which users are the most active on your page will help the indicator “best members”. They are most interested in you and will protect the interests of your brand. This is the organic audience with which it is easiest to interact and build a dialogue. Try to give them bonuses for loyalty and trust.
We’ve covered 8 of the most important Facebook metrics to consider for organic publishing and facebook marketing overall in 2022. Use social media analytics tools to collect the data you need. Do this periodically to get a complete picture of your page’s performance. Do not limit yourself to just the beginning or end of the year, do the analysis as often as possible.
How to Use Product Synonyms to Build Use Case Awareness & Scale SEO
The author’s views are entirely his or her own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.
Let’s move back in time to your third grade English class — lesson of the day: synonyms.
Synonyms (not to be confused with cinnamon) are words that have a similar or the same meaning as another word.
But, you already know this. What you might not know is how synonyms help you build use case awareness.
It all comes down to talking about your product in multiple ways, all of which are useful to your target audience. By expanding the ways you talk about your product, you attract more users, which in return scales your SEO strategy by giving you more relevant keywords to rank for (ideally even with high purchase intent – yes please!)
In fact, by finding and targeting product synonyms, you can even tap into a new unique selling point for your target market.
Let’s find out product-led SEO with synonyms can slingshot your growth forward.
What is the value of synonyms for SEO?
First off, using synonyms is a common SEO best practice recommended by Google.
SEO guru and webmaster trend analyst, John Mueller, explains how synonyms work, particularly in connection with search intent and context:
“…especially when you’re looking at something like ‘edit video’ versus ‘video editor,’ the expectations from the user side are a little bit different. On the one hand you want to edit a video. On the other hand you might want to download a video editor. And it seems very similar but… the things that the users want there are slightly different.”
So, when it comes to using product synonyms to scale your SEO strategy, the key is to align user search intent with a product use case that helps them.
I’d like to highlight how well this works not just for e-commerce, but also B2B, because those are the businesses that often struggle the most with low product-related search volume, making it seem like SEO just isn’t worth it. To add to that, there’s often a gap between what your audience calls your product and what you call it internally, so this strategy ensures both angles are covered.
Do this over and over again and not only will it expand your brand awareness, but it’ll also take a niche product with low search volume and turn it into a lead and sale generator — all from compounding hundreds of thousands of organic monthly searches (or more, depending on the topic).
Let’s go over some examples.
Examples of product synonyms for SEO
A use case (or a roadmap for how your audience will interact with a product) is a fantastic way to apply product synonyms. If people learn how they can use your product, the more likely they’ll feel it’s relevant to them. The more detailed the use case, the more personal it feels to the reader.
Examples of product synonyms in e-commerce
Product synonyms for e-commerce are pretty straightforward. For example, “occasionwear,” “wedding guest wear,” and “party wear” are all product synonyms that can be found as focus keywords at a made-to-order men’s suits store.
An online sport store may use synonyms such as “tennis shoes,” “sneakers,” and “trainers” to capture all target markets, for different levels of athletic wear.
Now let’s put it into practice.
What product synonyms would you use for “webcam” and “Bluetooth headphones”?
Maybe, “streaming camera,” “e-meeting camera,” or “Zoom camera”?
For Bluetooth headphones, what about “impermeable headphones” or “running headphones”?
It’s all about the use case that matches the same search intent.
Examples of product synonyms in B2B
In B2B, use cases become even more relevant, because one of the most common questions in the buying cycle is: “Is this truly relevant for my particular business?”
Take a look at these phrases:
Conversational AI chatbot
Customer support automation
Product recommendation software
Omnichannel engagement platform
Even though these have vastly different use cases and are semantically different, the technology used produces the same outcome as what each phrase describes. In fact, it’s actually the exact same product (in this case a chatbot), only described with a different phrase.
The trick in this particular example is to talk about how the main product, the chatbot, relates to all the above phrases. Rinse and repeat and now you’ve gone from a niche product with limited search volume to HubSpot level organic traffic — all of which is highly relevant for your target audience.
How to find & rank for product synonyms
Finding synonym opportunities for products requires a deep understanding of the market and the search behavior of buyer personas. In other words, learn what your audience wants and explain how your product gives them that in multiple ways.
Understand your product use cases
Let’s start with your product use cases. Where should you begin?
First, compile all related brand themes and then build topic clusters based on that.
Let’s say you sell eco-friendly swimsuits for all types of bodies and your topic clusters focus on eco-friendliness and swimsuits per body type. All topic cluster pages are connected to the central brand themes and your products, but talked about from different angles.
In B2B, it’s common to cluster product use cases by industry or method. For example, the “conversational AI chatbot” mentioned earlier might target e-commerce managers, while “customer support automation” is a use case aimed at customer success. In the same way, “product recommendation software” grabs attention from a product team and an “omnichannel engagement platform” captures the marketing team.
With only these few keywords, we’ve described how nearly an entire business benefits from using a chatbot — sales here we come!
Aside from generally making note of words that are being used on their website, it’s helpful to perform a competitor keyword gap analysis. This helps you determine words they’re ranking for that you aren’t (yet), which helps inspire new use cases.
Understand the language of your audience
Do some research to see how your target audience refers to your products in their own words. Often in B2B there is a big gap between their descriptions and yours. Take note of the words, phrases, and any other insights pertaining to the language being used.
Some places to poke around include Slack communities, social media (especially LinkedIn), and Reddit. Don’t shy away from in-person events, too! When you talk like your audience talks, you’ll resonate with them because your products are simple to understand. Walk their walk, and talk their talk!
Pro tip: Talk to your customers on a regular basis! Ask to set up a 15 minute feedback session and record it. It’ll bring you massive insights about how they talk about and use your product.
If your business is big on social media, then social monitoring and listening tools will be crucial for compiling lots of information quickly. Social monitoring obtains information that has already happened in the past, while social listening keeps an ear out for current conversations about your brand. Hootsuite offers an extensive social monitoring tool to “dive deep beneath the surface”, while Talkwalker offers social listening so you can keep up in real time.
Review People Also Ask and related searches
Google SERP features are a treasure trove of synonym opportunities. If you’re looking for “shoes”, you’ll probably see people are also searching for “sneakers”, “tennis shoes”, etc. You can use this feature to understand user search intent (which will help you find more aligned synonyms) and ensure you create the right type of content based on what’s already ranking.
The People Also Ask feature is similar to the “related searches” at the bottom of the SERP, and you can also use this to curate synonyms.
Last but not least, utilize the auto-complete feature that suggests what you might type in the search bar:
Pro tip: Use AlsoAsked to dig a bit deeper into the People Also Ask questions from your potential consumers, and export the data graphically and in bulk. Answer all those questions and that’s a clear path toward SEO scalability!
Do keyword research
Without keyword research, creating your content and optimizing for SEO is like throwing spaghetti at a wall and hoping that it sticks. Use a keyword research tool like Moz to find keywords based on use cases. This ensures the keywords are relevant, have search volume, and have relatively low competition. For a more in-depth guide on keyword research, be sure to check out this guide!
Once you’ve finished keyword research, turn the semantically-related keyword groups into clusters to create individual content pieces for each cluster.
Differentiate keyword placement based on your site structure
All websites have core product pages, so the exact match of high-purchase-intent keywords should go on those to maximize the potential for sales.
Product synonyms that are semantically unrelated, but still have a relevant use case, can go in an area like the blog, where you can explain them more thoroughly and then link back to your core product pages to incentivize conversions.
To go back to the chatbot example, “conversational AI chatbot” works best on an evergreen product page, while “product recommendation software” might make more sense in the blog, because you’ve got to give some explanation about how the two are connected.
Let us wrap this up with a quick recap
First off: why use product synonyms? Synonyms for SEO increase the relevancy of your product pages for a specific search query. At the same time, they can also help you scale out content strategies in the future, thus strengthening your SEO game and brand awareness.
But never forget, first you must understand your product use cases. How do your customers use your product? How do they describe it? Go deep into this process to get those granular details. Look around to see what language your customers are using, scope out your competitors for inspiration, and do some extensive keyword research. Review the People Also Ask feature and related searches to gather more information and ensure you differentiate your keyword placement based on your specific site structure.
Now you’ve got the basics of using product synonyms to build use case awareness. Class dismissed!
How to Use Product Synonyms to Build Use Case Awareness & Scale SEO
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