NOTE: This is the SlideShare for a two-part March 2017 Beverly-Hanks training session for company Associates.

1. +
Building Your Client Base
through Engaging Content
Beverly-Hanks Marketing Training Session
Sarah Giavedoni | March 2017
beverly-hanks.com

2. +
SHOW OF HANDS!
Who has a Facebook business page?

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

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. +
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. +
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. + Creating a Facebook
Marketing Strategy

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. +
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. +
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. +
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. +
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. +
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. +
Review Regularly
Yay! You’re Done… Now start over.

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

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. +
2. Share from Other Facebook
Pages
! Consider sharing from local
and industry influencers:
! Beverly-Hanks
! Asheville Citizen-Times
! Mountain Xpress
! NAR
! HGTV
! LuxuryRE

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. +
4. Trending Topics 5. Facebook Groups

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. +
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. +
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. + Optimizing Your Posts for
the News Feed

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. +
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. +
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. +
BREAK TIME!

32. + Gleaning Basic Information
From your Insights Overview

33. +
Overview: Page Summary
PRO TIP: Click on each box to drill down for more details.

34. +
Overview: Recent Promotions

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

37. + Digging Deeper to Find Insights
that Match Your Marketing
Objectives

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. +
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. +
Page Views
Most people will find your posts on
their news feed.
This section shows you how many
people visited your page directly.

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. +
Any
Questions?

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. +
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. +
Example of Branded Content

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. +
People
• Review Fans vs. Reach vs.
Engagement
• NOTE: These metrics default to a
28-day period.

48. + Creating an Editorial Guide/
Calendar that Works for You

49. +
NOTE: This can take some time to set up, but it’s absolutely
worth the upfront effort.

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. + 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. +
Step 3: Look at What Kinds of
Posts *Typically* Perform Best
SOURCE:
How To Improve Facebook Engagement: Insights from 1bn Posts (Buzzsumo)

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. + 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. + 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. +
…Or Create a Spreadsheet.

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. + How Much Time Should You
Spend on Your Page?

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

62. +
Step 1: Be Patient!
It may take a few weeks for your community to
warm up to your posts.

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. +
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. +
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