+

Building Your Client Base through Engaging Content Beverly-Hanks Marketing Training Session Sarah Giavedoni | March 2017 beverly-hanks.com

+

SHOW OF HANDS! Who has a Facebook business page?

+ Building Your Client Base through Engaging Content

PART ONE Objectives:

!  You will be able to determine what your marketing objectives are for Facebook.

!  You will have the steps in hand to create your own custom marketing strategy.

!  You will know where to go to find content to post to your Facebook page.

!  You will learn the optimal Facebook image sizes and post types for greater engagement.

+ Building Your Client Base through Engaging Content

PART TWO Objectives:

!  You will learn how to find and read basic Insights about your page’s activity.

!  You will be able to dig deeper into your Insights to find metrics that match your marketing objectives.

!  You will be ready to create your own editorial guide or calendar for Facebook.

!  You will learn a few options for adjusting your marketing strategy, as needed.

+

Starting a Facebook Business Page: •  Benefits of using branded pages instead of your personal profile to conduct business.

•  Updating your page content and settings for maximum exposure.

•  Connecting with new Friends and 6 easy ways to find fans for your page.

•  The value of page messages for private communication in managing your business.

Any Questions?

+ The Key to Engaging on Facebook: Start with Your WHAT?

+ WHAT do You Want to Accomplish through Your Business Page? !  Define the primary purpose for your business page:

!  Brand awareness? !  Enhancing customer service? !  Building your email list? !  Driving traffic back to your blog? !  Building community? !  Some combination therein?

!  Consider both QUALITATIVE and QUANTITATIVE goals.

!  Make sure they’re SMART goals: !  Specific, Measurable, Attainable, Relevant, Timely

!  For instance, suppose you want to “get more likes.” !  Goal: “This page will see an increase from 450 likes to 600 likes in 6 months as

a measure of community building.”

!  NOTE: Be careful when using social media to set specific sales goals. Usually social media is just one channel in a multi-channel approach to sales.

+ WHAT do You Want to Showcase about Yourself/Your Business? !  Decide what kind of content

you will focus on: !  Instruction about real estate

terminology and practice? !  Showcase of great homes

locally and nationally/ internationally?

!  Building of your personal brand by becoming a spokesperson?

!  Discovery of unique qualities within the community?

!  Some combination therein?

Gaining Ground Farm: Family, Community, Trusted

+ WHAT are Your Followers going to Get out of It? !  Is it easy?

!  Is it timely?

!  Does it help me?

!  Do I learn something?

!  Can I share it with my friends?

!  CHALLENGE: Look at any business page you follow and see how well they answer those questions for you.

+ Creating a Facebook Marketing Strategy

+

Creating a Facebook Marketing Strategy

1.  Define your objectives (above).

2.  Create a design strategy.

3.  Create a content strategy.

4.  Create a promo strategy.

5.  Create an engagement strategy.

6.  How will you handle conversion?

7.  Review regularly.

SOURCE: Facebook 101 for Business: Your Complete Guide (Social Media Examiner)

+ Create a Design Strategy Look at color, white space, consistency, CTA

NOTE: We’re happy to pass along Beverly-Hanks’ brand and style guide.

+ Create a Content Strategy

!  Develop a 4:1 mix of posts to balance: !  Professional vs. Personal !  Industry vs. Local news !  Original vs. Shared !  Temporal vs. Evergreen

!  Create an editorial guide/calendar to manage that balance according to your schedule. !  (more details later in this

session)

!  Boost your engagement and shares by mixing up your post types. In addition to plain-text updates, include: !  Links !  Images !  Video!

!  (including uploading video directly to Facebook)

!  CTAs !  Incentives*

*NOTE: Be careful with incentives. Facebook has rules for running contests. If you want to try this, make sure you’re following their rules!

+ Create a Promotion Strategy What good is a storefront if no one knows how to get there? Think of Facebook as your digital storefront.

Just a few ways to direct people to your Facebook page: •  **Add to your agent profile on beverly-hanks.com.** •  Add to your email signature. •  Invite people to like your page. •  Place Facebook ads. •  Cross-promote through your other social/print media sources.

Source: 21 Creative Ways to Increase Your Fanbase (Social Media Examiner)

+ Create an Engagement Strategy

Maintain your focus on customer service:

!  Repost and reply

!  Talk AND listen

!  Respond in “real time”

Once people start interacting with your page, what’s your plan?

NOTE: There are more details about the importance of this in my 2016 Marketing Lab: 6 Steps to Better Networking on Social Media

+ How will You Handle Conversion?

!  You have 1,000 page fans. Great! Now what?

!  Conversion strategy is not something we’re covering in these sessions, but it’s important to keep in mind as you build your platform.

!  Two sources to get started: !  How to Convert Leads with

Social Media (Forbes) !  4 Tools to Drive

Conversions from Your Social Traffic (SM Examiner)

+ Review Regularly

Yay! You’re Done… Now start over.

+

Creating a Facebook Marketing Strategy

1.  Define your objectives.

2.  Create a design strategy.

3.  Create a content strategy.

4.  Create a promo strategy.

5.  Create an engagement strategy.

6.  How will you handle conversion?

7.  Review regularly.

SOURCE: Facebook 101 for Business: Your Complete Guide (Social Media Examiner)

+ Where can You Find Content to Post to Your Page? Source your Facebook business page content from these 8 locations:

+ 1. Create Original Content

!  **What are you doing RIGHT NOW?**

!  Build your own blog

!  Create images and graphics

!  Checklists do well

!  Or just share from Beverly-Hanks’ original content: !  beverly-hanks.com/blog

+ 2. Share from Other Facebook Pages !  Consider sharing from local

and industry influencers: !  Beverly-Hanks !  Asheville Citizen-Times !  Mountain Xpress !  NAR !  HGTV !  LuxuryRE

+

3. Share from Your News Feed Not the best example, but if you notice something on your news feed that would benefit your clients, go ahead and share it.

NOTE: Be sure to add your own comment to any post you share—it helps showcase your knowledge and personality.

+ 4. Trending Topics 5. Facebook Groups

+ 6. Share from Other Social Media

!  If you’re on other social media platforms, feel free to share news or interesting images/info from one to the other: !  Twitter, Instagram, LinkedIn, etc.

+ 7. Consult Your Contact Lists

!  Are there any common questions your clients have?

!  Do you share common interests with a large subset of your contacts?

!  Consider posts that provide insider information or solutions to problems.

+ 8. Promote Local Events

!  Create your own Facebook events to promote. !  Open Houses

!  Help promote events sponsored by Beverly-Hanks.

!  Build your authority as a community expert by promoting other local events.

!  Don’t forget to post photos after, too!

+ Optimizing Your Posts for the News Feed

+ Look at Each Piece of Your Post

!  Optimize image sizes and aspect ratios.

!  When posting links, review the meta content (link title and description) and edit if necessary.

!  Write an interesting post description that encourages people to respond.

+ Image Size Cheat Sheet Source: The Ultimate Cheat Sheet of Photo & Image Sizes on Facebook, Twitter, LinkedIn & Other Social Networks [Infographic] (Hubspot)

Additional Source: The Ideal Image Sizes for Your Social Media Posts: Guidelines for All 6 Major Social Networks (Buffer)

+ Native vs. Non-native Posts

!  Native posts: Posts made directly on Facebook’s platform

!  Non-native posts: Posts created somewhere else, then pushed to Facebook !  e.g. Buffer, Instagram, etc.

!  Generally, native posts perform better. Instagram posts are an exception.

Source: Buzzsumo

+

BREAK TIME!

+ Gleaning Basic Information From your Insights Overview

+ Overview: Page Summary PRO TIP: Click on each box to drill down for more details.

+ Overview: Recent Promotions

+ Overview: 5 Most Recent Posts PRO TIP: Review Reach, Engagement/Reactions in the context of your marketing strategy. Does one type of post work better than others?

+ Overview: Pages to Watch PRO TIP: Are you competitive? Set up comparisons to similar pages (other agents, internal/external) to gauge your growth.

+ Digging Deeper to Find Insights that Match Your Marketing Objectives

+

Likes •  Click calendar or adjust markers to customize the timeframe.

•  Within each subsection, click and drag to select for more detail.

•  This is especially helpful for the bottom chart.

•  Don’t forget to check the Benchmarks!

+

Reach •  Click and drag to see what posts were published during that period.

•  This info can tell you two things: •  What posts would be beneficial to boost? •  What kinds of posts you should share more of?

•  Be sure to review Hide, Report as Spam, and Unlikes to determine what kind of posts to share less of.

+

Page Views Most people will find your posts on their news feed.

This section shows you how many people visited your page directly.

+

Actions on Page This section is very important—it tells you where your referral traffic is coming from.

•  Experiment to see if different page information or CTA buttons bring more people.

+

Any Questions?

+

Posts Look at when your fans are online to inform your posting schedule.

•  Traffic may vary by day of the week.

•  Post Types: Native video reigns supreme!

•  Look at the pages you watch and share posts that are doing well.

+

Branded Content Your page must be verified by Facebook in order to CREATE branded content.

This is a great way to showcase business partnerships/sponsorships…

…and share analytics!

+ Example of Branded Content

+

Videos •  Check your Benchmarks to see how well you’re doing this period vs. last period.

•  Click the dropdown to see more metrics:

•  Auto-played vs. Clicked •  Unique vs. Repeat

•  Average completions are available at the bottom

•  NOTE: This metric will naturally decrease as videos get longer.

+

People •  Review Fans vs. Reach vs. Engagement

•  NOTE: These metrics default to a 28-day period.

+ Creating an Editorial Guide/ Calendar that Works for You

+

NOTE: This can take some time to set up, but it’s absolutely worth the upfront effort.

+ Step 1: Look at Your Overall Marketing Strategy !  What kinds of posts will you

be posting and why? !  Professional vs. Personal !  Industry vs. Local news !  Original vs. Shared !  Temporal vs. Evergreen !  Links !  Images !  Video! !  CTAs

+ Step 2: What Kind of Posts are Easy to Find/Create (and Transfer to Facebook)?

!  If you want to focus on original video, how much time are you willing and able to put into regular video posts?

!  If you want to focus on industry posts, do you have a good mix of sources to regularly draw from?

!  PRO TIP: Create page lists under your profile or have your page like other pages.

+ Step 3: Look at What Kinds of Posts *Typically* Perform Best

SOURCE: How To Improve Facebook Engagement: Insights from 1bn Posts (Buzzsumo)

+

Step 4: Look at What Post Frequency and Schedule Works Best for Facebook Source: What 16 Studies Say About The Best Times To Post On Social Media (CoSchedule)

+ Step 5: What do YOUR Clients Want to See This may take some trial and error, but your audience is unique and may not follow “typical” metrics.

+ Step 6: Create an Editorial Guide/Content Calendar PRO TIP: If it’s only in your head, it’s easy to “forget” about it. Put your plan down “on paper”! Add it to your Google calendar:

+ …Or Create a Spreadsheet.

+ Here are Several Resources for Creating Content Calendars:

!  How to Create an Editorial Calendar Using Google Calendar [Free Editorial Calendar Template] (HubSpot)

!  How To Boost Success With A Content Marketing Editorial Calendar (CoSchedule)

!  10 Reasons Your Editorial Calendar Sucks (and How to Make It the Best) (Convince and Convert)

!  How to Create an Editorial Calendar for Your Blog (Entrepreneur)

!  4 Steps for Creating a Social Media Calendar (Sprout Social)

!  The Social Media Content Calendar Template Every Marketer Needs [Free Template] (HubSpot)

!  How To Quadruple Your Traffic With A Social Media Calendar (CoSchedule)

!  6 Social Media Templates to Save You Hours of Work (Hootsuite)

!  4 Tools to Build a Social Media Content Calendar (Social Media Examiner)

NOTE: Many of these links assume you will be building your own original content to promote. You can skip around to the parts that are relevant to your marketing strategy.

+ How Much Time Should You Spend on Your Page?

+

FIRST RULE OF SOCIAL MEDIA: Find the level of interaction that works for you. There are no right/wrong amounts to use social media…

…at least up to a point.

+

HOW MUCH TIME SHOULD YOU SPEND ON SOCIAL? Start with 30 minutes.

Spend as much time as you’re comfortable with spending.

Spend as much time as generates a return for you.

Whatever you do: BE CONSISTENT

+ What do You do if Your Strategy isn’t Working?

+ Step 1: Be Patient! It may take a few weeks for your community to warm up to your posts.

+ Step 2: Review Your Strategy and Try Something New !  Crosspost from your business

accounts to your personal accounts (not the other way around).

!  Experiment with posting at different times of the day.

!  Experiment with different kinds of posts. Images and graphics tend to do better than plain-text posts. Videos are even better.

!  Friend additional people (on your Facebook profile) or have your business accounts follow more (relevant) pages. Many follow back.

!  Invite more friends to like your Facebook business page.

+ HOMEWORK

!  Define your qualitative and quantitative goals for the next 6 months.

!  Spend one hour (minimum) mapping out your Facebook marketing strategy.

!  Review your insights and make note of at least three things you didn’t know about your audience.

!  Adjust your marketing strategy and objectives to reflect the new Insights you now have.

!  Create an editorial guide/calendar and find content from at least four different sources that you can plug into it.

!  Book a meeting with yourself on July 1, 2017 to review your Facebook strategy.

+ Thanks for Coming! See You Next Time

Sarah Giavedoni !  Social Media and Content Development Assistant, Beverly-Hanks & Associates

!  Downtown Asheville, Marketing Suite

!  SGiavedoni@beverly-hanks.com

!  (828) 258-6395