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Building Your Client Base through Engaging Facebook Content

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

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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 marke...

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Building Your Client Base through Engaging Facebook Content

  1. 1. + Building Your Client Base through Engaging Content Beverly-Hanks Marketing Training Session Sarah Giavedoni | March 2017 beverly-hanks.com
  2. 2. + SHOW OF HANDS! Who has a Facebook business page?
  3. 3. + 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.
  4. 4. + 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.
  5. 5. + 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?
  6. 6. + The Key to Engaging on Facebook: Start with Your WHAT?
  7. 7. + 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.
  8. 8. + 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
  9. 9. + 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.
  10. 10. + Creating a Facebook Marketing Strategy
  11. 11. + 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)
  12. 12. + Create a Design Strategy Look at color, white space, consistency, CTA NOTE:We’re happy to pass along Beverly-Hanks’ brand and style guide.
  13. 13. + 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!
  14. 14. + 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)
  15. 15. + 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
  16. 16. + 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)
  17. 17. + Review Regularly Yay! You’re Done… Now start over.
  18. 18. + 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)
  19. 19. + Where can You Find Content to Post to Your Page? Source your Facebook business page content from these 8 locations:
  20. 20. + 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
  21. 21. + 2. Share from Other Facebook Pages !  Consider sharing from local and industry influencers: !  Beverly-Hanks !  Asheville Citizen-Times !  Mountain Xpress !  NAR !  HGTV !  LuxuryRE
  22. 22. + 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.
  23. 23. + 4. Trending Topics 5. Facebook Groups
  24. 24. + 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.
  25. 25. + 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.
  26. 26. + 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!
  27. 27. + Optimizing Your Posts for the News Feed
  28. 28. + 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.
  29. 29. + 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)
  30. 30. + 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
  31. 31. + BREAK TIME!
  32. 32. + Gleaning Basic Information From your Insights Overview
  33. 33. + Overview: Page Summary PRO TIP: Click on each box to drill down for more details.
  34. 34. + Overview: Recent Promotions
  35. 35. + 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?
  36. 36. + Overview: Pages to Watch PRO TIP: Are you competitive? Set up comparisons to similar pages (other agents, internal/external) to gauge your growth.
  37. 37. + Digging Deeper to Find Insights that Match Your Marketing Objectives
  38. 38. + 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!
  39. 39. + 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.
  40. 40. + Page Views Most people will find your posts on their news feed. This section shows you how many people visited your page directly.
  41. 41. + 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.
  42. 42. + Any Questions?
  43. 43. + 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.
  44. 44. + 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!
  45. 45. + Example of Branded Content
  46. 46. + 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.
  47. 47. + People •  Review Fans vs. Reach vs. Engagement •  NOTE: These metrics default to a 28-day period.
  48. 48. + Creating an Editorial Guide/ Calendar that Works for You
  49. 49. + NOTE: This can take some time to set up, but it’s absolutely worth the upfront effort.
  50. 50. + 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
  51. 51. + 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.
  52. 52. + Step 3: Look at What Kinds of Posts *Typically* Perform Best SOURCE: How To Improve Facebook Engagement: Insights from 1bn Posts (Buzzsumo)
  53. 53. + 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)
  54. 54. + 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.
  55. 55. + 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:
  56. 56. + …Or Create a Spreadsheet.
  57. 57. + 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.
  58. 58. + How Much Time Should You Spend on Your Page?
  59. 59. + 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.
  60. 60. + 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
  61. 61. + What do You do if Your Strategy isn’t Working?
  62. 62. + Step 1: Be Patient! It may take a few weeks for your community to warm up to your posts.
  63. 63. + 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.
  64. 64. + 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.
  65. 65. + 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

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