building your client base through engaging facebook content
TRANSCRIPT
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Building Your Client Base through Engaging Content Beverly-Hanks Marketing Training Session Sarah Giavedoni | March 2017 beverly-hanks.com
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SHOW OF HANDS! Who has a Facebook business page?
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+ 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.
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+ 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.
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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?
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+ The Key to Engaging on Facebook: Start with Your WHAT?
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+ 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.
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+ 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
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+ 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.
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+ Creating a Facebook Marketing Strategy
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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)
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+ Create a Design Strategy Look at color, white space, consistency, CTA
NOTE: We’re happy to pass along Beverly-Hanks’ brand and style guide.
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+ 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!
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+ 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)
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+ 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
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+ 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)
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+ Review Regularly
Yay! You’re Done… Now start over.
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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)
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+ Where can You Find Content to Post to Your Page? Source your Facebook business page content from these 8 locations:
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+ 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
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+ 2. Share from Other Facebook Pages ! Consider sharing from local
and industry influencers: ! Beverly-Hanks ! Asheville Citizen-Times ! Mountain Xpress ! NAR ! HGTV ! LuxuryRE
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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.
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+ 4. Trending Topics 5. Facebook Groups
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+ 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.
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+ 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.
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+ 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!
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+ Optimizing Your Posts for the News Feed
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+ 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.
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+ 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)
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+ 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
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BREAK TIME!
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+ Gleaning Basic Information From your Insights Overview
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+ Overview: Page Summary PRO TIP: Click on each box to drill down for more details.
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+ Overview: Recent Promotions
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+ 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?
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+ Overview: Pages to Watch PRO TIP: Are you competitive? Set up comparisons to similar pages (other agents, internal/external) to gauge your growth.
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+ Digging Deeper to Find Insights that Match Your Marketing Objectives
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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!
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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.
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Page Views Most people will find your posts on their news feed.
This section shows you how many people visited your page directly.
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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.
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Any Questions?
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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.
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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!
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+ Example of Branded Content
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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.
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People • Review Fans vs. Reach vs. Engagement
• NOTE: These metrics default to a 28-day period.
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+ Creating an Editorial Guide/ Calendar that Works for You
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NOTE: This can take some time to set up, but it’s absolutely worth the upfront effort.
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+ 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
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+ 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.
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+ Step 3: Look at What Kinds of Posts *Typically* Perform Best
SOURCE: How To Improve Facebook Engagement: Insights from 1bn Posts (Buzzsumo)
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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)
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+ 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.
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+ 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:
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+ …Or Create a Spreadsheet.
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+ 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.
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+ How Much Time Should You Spend on Your Page?
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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.
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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
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+ What do You do if Your Strategy isn’t Working?
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+ Step 1: Be Patient! It may take a few weeks for your community to warm up to your posts.
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+ 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.
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+ 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.
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+ Thanks for Coming! See You Next Time
Sarah Giavedoni ! Social Media and Content Development Assistant, Beverly-Hanks & Associates
! Downtown Asheville, Marketing Suite
! (828) 258-6395