Facebook Marketing
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This document discusses strategies for small businesses to fight rising costs of social media advertising. It recommends creating engaging content that educates, informs or entertains audiences in a consistent and authentic voice. It also suggests maximizing exposure by sharing content across social media platforms and encouraging others to share as well. Finally, it advises taking social media efforts offline by nurturing existing customer relationships.
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Facebook Marketing
- 1. More than 2.8 billion people use social media* 83% of Americans have a social media account* 50 million small businesses use Facebook to connect with their customers** Roughly 2% of your Facebook Business page followers are seeing your organic posts*** *Source: Hootsuite **Source: Facebook ***Source: Ogilvy
- 2. 3 Strategies to Fight the Rising Costs of Social Media Advertising
- 3. #1 CREATE KILLER CONTENT
- 4. CREATE CONTENT THAT… Educates Informs Entertains
- 8. CREATE CONTENT THAT IS… Consistent Authentic Personal
- 10. A Multi-Media Approach Provides Higher Reach
- 11. #2 MAXIMIZE YOUR EXPOSURE
- 12. STEP 1 ➡ biz page ‣ Share to your personal page ‣ Encourage your staff, team or agents to share as well ‣ Tag a group of clients/friends ➡ ➡ 5 times in 5 days STEP 1
- 13. STEP 2
- 14. #3 TAKE THE ONLINE OFFLINE
- 16. Nurture Your SOI
- 18. R E S O U R C E S Road to Recognition by Seth Price Katie Lance Consulting and the #GetSocialSmart Academy katielance.com SocialMedia Examiner socialmediaexaminer.com
- 19. Christine George President, Marketing and Business Development christine@leadingedgeagents.com LeadingEdgeAgents.com facebook.com/RemaxLeadingEdgeAgents/
Editor's Notes
- Social Media is NOT a trend like many people thought or hoped it would be. It’s growing and it has gone from being a FREE platform to a pay-to-play environment. It’s true, you MUST invest in paid advertising if you want to build your brand and your business. However, organic social media is still very much alive and is still a powerful way to build and grow your business.
- Today I’m going to share with you 3 ways you can battle the rising costs of social media. My goal is to inspire you to think differently about how you invest your marketing dollars and how you market yourself and your business.
- If you remember nothing else, remember this. You’ve heard it before, CONTENT IS KING…and it is. Great content will always win. At the end of the day, the most engaging posts will succeed in both a free environment and a pay-to-play situation. But what does it really mean to create killer content? What does killer content look like?
- Think about content like going to a party. You’re there, meeting new people, having conversations and building relationships. What are people saying to make you laugh and to engage you? When they find out you’re a REALTOR, what do they ask? “How’s the market?”, right? When thinking about creating content, think about content that educates, informs or entertains your target audience. Let me give you some of my favorite examples….
- Bill Butler produces a great series of videos called, the Melrose Scoop. Bill accomplished 2 things with these videos, he’s providing great information about the town and the neighborhood while at the same, he’s out networking with local business owners, building relationships with them and promoting them.
- Here’s an example from The Vita Realty Group. Phil and Amanda work in a small suburb of Boston where most of their clients are parents of children. They leverage Pinterest to provide their clients with home design and seasonal decor and activity ideas. They weave in their monthly housing reports which reminds their audience that they’re in the real estate business. This is a great example of knowing your audience and providing them with content that you know is valuable.
- Lastly, bringing a little fun and humor to your social media will automatically endure your followers to you. Susan Kadilak’s “Original Mancave” post was one of her top organic posts to date. Susan has made a name for herself in posting photos of some of the craziest things she finds in homes she lists.
- You also want your content must also be consistent, authentic and personal. Consistency is key as it will continue to keep you top of mind. Your content will get more traction when you’re posting regularly. And being authentic and personal is equally important because people want to do business with people they like and trust.
- This is my son on his first day of Kindergarten. In this post I received 224 likes and 32 comments. Showing your personal side gives your clients insight into who you are OUTSIDE of real estate and that builds trust. On the flip side, when you mix up your content it makes you friends and family more open to seeing the business side of things.
- Bringing a Multi-Media Approach to Content will Give you a Higher Reach - what does that mean? It means make your content 3-dimensional. There are so many types of content. Here are just a few examples that work really well for us at RLE. Being mindful about what your target might be interested in and in what format, will help you develop the right types of content. s
- Once you have a handle on your content, making sure that you’re maximizing it online will ensure you get the most traffic and the most engagement.
- Here’s a formula that we use at RE/MAX Leading Edge, #1 Post to your FB biz page. The real key to getting the traction you want is to 1) share it to your personal page 2) Encourage your staff, team or agents to share on their personal pages as well and finally when you post, make sure you’re tagging clients and friends who you know will like the content The next thing you want to do is share to Linkedin and then to Twitter. With Twitter you want to make sure you’re posting a few times over the course of a few days. We use the 5 in 5 rule. 5 times in 5 days.
- Monitor the traction you’re getting and when you see that a piece of content is resonating, waiting few weeks or a couple months, reformat it into a different piece of content such as a slide show, put a blog into a vlog and then follow the same posting formula.
- At RE/MAX Leading Edge, 85% of our business comes from repeat customers or referrals, so nurturing those relationships will get you the biggest return on your investment. I can’t ever stress this enough. At RLE, we attribute 85% of our business to come from repeat customers or referrals. Our biggest ROI comes from our SOI so I always encourage agents to invest in your database FIRST.
- There are many ways you can nurture your SOI 1 - Create lists on your social media platforms will allow you to segment those clients and see only THEM in your feed. Spend a few minutes a few times a week, engaging with those special people. 2 - Send a private FB voice message. There aren’t too many people doing that yet. By sending a vm instead of a written message, you can surprise them and put a smile on there face. 3 - Picking up the phone is still a very relevant way to stay in touch, especially for older clients 4 - Meet for coffee or happy hour - today, when so much is happening online, the face-to-face becomes really special and unique 5 - Personal notes - who writes personal notes anymore? I carry stamps in my wallet and I had a friend laugh when they found out. When you take the time to write a note, address it, stamp it and mail it, people are really appreciative. Strange to say but it’s really unique these days
- This is my favorite quote from Yoda. Do, Or Do Not…There Is No Try. Make the commitment. Don’t let your fear get in your way. I want people to walk away feeling empowered to stop spending so much money on digital advertising and lead generation and start creating content that reflects their knowledge, experience and personality.