Facebook Strategies to Drive Qualified Leads for Real Estate Professionals

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Transcript of Facebook Strategies to Drive Qualified Leads for Real Estate Professionals

Facebook Strategies to Increase Your Online Presence

Presented By:

Welcome

Harrison Blum Social Media Expert Certified Social Media Trainer Z Interactive

Dylan Yarter Mobile Marketing Expert Mobile Marketing Consultant The Mobi Monk

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Topics Covered Today

•Facebook Page Optimization and Fast Growth Techniques •Timeless Ways to Build and Grow Your Brand on Facebook •How to Mitigate Facebook’s Powerful Newsfeed Algorithm •Converting Facebook Fans into Qualified Leads •Running Facebook Ads Like the Pros •Mobile Optimization and Understanding Your Website Traffic •Steps to Automate Your Social Media Marketing •Resources for Continued Success

Today’s Agenda

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97% of Americans say they are more likely to try a product or

service if a social network friend recommends it.

Fast Facts

eMarketer 5

Every 1 in 13 people on Earth have Facebook.

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Fast Facts

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There are 500,000 Facebook “likes” every minute.

Fast Facts

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People share 1.3 million pieces of content on Facebook every

minute of every day.

Fast Facts

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People share 1.3 million pieces of content on Facebook every

minute of every day.

Fast Facts

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No longer a luxury, social media is a necessity.

Fast Facts

•Marketing: Promoting a product or a service to increase sales. !•Social Media: Online platforms where people connect and communicate

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Facebook’s marketing power is in its ability to

reach a very focused audience.

Fast Facts

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Profile Vs. Page

Profile Vs. Page

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What is a Facebook Page?

Profile Vs. Page

A Facebook page is a public profile specifically created for businesses, brands, celebrities, causes, and other organizations. Unlike personal profiles, pages do not gain "friends," but "fans" - which are people who choose to "like" a page.

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The advantages to having a Page

Profile Vs. Page

•Not limited to the number of people you connect with. •Not separated by the friend request. •Access to robust insights allowing you to track marketing efforts and better understand your customer.

•Access to Facebook’s Ad platform and other commercial tools. •Not in violation of Facebook’s Terms of Service.

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Where to Start•Establish your goals and objectives. •Define your audience. Who are you REALLY trying to reach and connect with?

•Define your brand personality and tone of voice . •Decide your brand differentiator. •Understand your consumer’s journey, pain points and write & share content that helps to improve that journey.

•Create a content schedule and stick to it.

Setting Expectations

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Social Media Content Schedule

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Social Media Content Schedule

86% of posts are published M-F. Engagement is 32% higher on

the weekend.

eMarketer 16

Social Media Content Schedule

eMarketer 17

Social Media Content Schedule

eMarketer 18

Social Media Content Schedule

Automate Your EffortsWork Smarter. Save Time, Money, and Resources.

Social Media Content Schedule

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Social Media Content Schedule

Download Pages App

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Facebook Page Optimization Tips

Facebook Page Optimization Tips

How To Stand Out In A Crowded Marketplace

Complete Your Profile

Facebook Page Optimization Tips

Facebook Page Optimization Tips

•Write the short and long description of your page • Include hours “Always Open” •Make sure you include phone, business email and website •Add relevant keywords in the description •Add awards and other Milestones

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Choose A Great Name

Facebook Page Optimization Tips

Facebook Page Optimization Tips

Consider Location

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Facebook Page Optimization Tips

Consider Your Personal Brand and Continuity

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Upload a Great Profile and Timeline Photo

Facebook Page Optimization Tips

Facebook Page Optimization Tips

180x180px

815x315px

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Consider Facebook Apps

Facebook Page Optimization Tips

Facebook Page Optimization Tips

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Facebook Page Optimization Tips

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Facebook Page Optimization Tips

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What should I post?

Facebook Content Marketing Tactics

Tactics That Are Working Right Now

1. Post Native Video

Facebook Content Marketing Tactics

Facebook Content Marketing Tactics

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Facebook Content Marketing Tactics

Screen Shot from Facebook Insights

2. Share Visual Content

Facebook Content Marketing Tactics

Facebook Content Marketing Tactics

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Facebook Content Marketing Tactics

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3. Boost Your Posts

Facebook Content Marketing Tactics

Facebook Content Marketing Tactics

Google Analytics May 1 - June 1, 2014

Specific targeting and a $100 budget yielded a 5,000% lift in Facebook Engagement and a 156% Increase in Website Traffic during a two week long campaign.

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Facebook Content Marketing Tactics

Google Analytics

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Facebook Content Marketing Tactics

Google Analytics

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4. Get Creative with Trending Topics

Facebook Content Marketing Tactics

Facebook Content Marketing Tactics

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Facebook Content Marketing Tactics

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5. Humor

Facebook Content Marketing Tactics

Facebook Content Marketing Tactics

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6. TEST TEST TEST

Facebook Content Marketing Tactics

Facebook Content Marketing Tactics

Facebook Content Marketing Tactics

Did you know…

Growth Techniques

The average reach for brand pages is 6%.

Locowise - February 2015

Growth Techniques

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Growth Techniques

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Growth Techniques

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62% of real estate professionals ARE NOT paying for advertising

on Facebook.

Real Estate Industry Social Media Report 2015 - steps.com.au

Growth Techniques

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Very few professionals are doing it and even less are doing it well.

Growth Techniques

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5 timeless steps to generating leads (and profit!) from Facebook Advertising.

Generating Leads Using Facebook Ads

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Step 1: Create an offer so good that people would (theoretically) pay for it.

Generating Leads Using Facebook Ads

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Generating Leads Using Facebook Ads

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Generating Leads Using Facebook Ads

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Generating Leads Using Facebook Ads

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Generating Leads Using Facebook Ads

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Step 2: Create a landing page

Generating Leads Using Facebook Ads

Generating Leads Using Facebook Ads

Generating Leads Using Facebook Ads

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Step 3: Create your audiences

Generating Leads Using Facebook Ads

The top 3 performers are: 1.) Website Visitors 2.) Email & Phone Database 3.) Local Suburb (Interest Targeting)

Generating Leads Using Facebook Ads

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Generating Leads Using Facebook Ads

Generating Leads Using Facebook Ads

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Generating Leads Using Facebook Ads

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Generating Leads Using Facebook Ads

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Step 4: Build your Ads

Generating Leads Using Facebook Ads

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Step 1: Choose your objective

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Step 2: Who do you want your ads to reach?Generating Leads Using Facebook Ads

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If you try to target everyone, you will reach no one.

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Step 2: Who do you want your ads to reach?

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Facebook will make suggestions

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Example Interests & Behaviors

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Example Interests & Behaviors

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How much do you want to spend?

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What text and links do you want to use?

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So what’s possible?

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Step 5: Review, Refine, Refresh, Repeat

Generating Leads Using Facebook Ads

1.) Topics 2.) Headline 3.) Copy 4.) Call-to-action 5.) Ad spend 6.) Targeting

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Convert Mobile Traffic

Leveraging Free Resources

Smartphone Use Is Growing

•There are over 250 MILLION mobile users in the US alone •There are over 310 MILLION mobile devices in the US •As of 2013 more people use their mobile device than their PC to go online

•Mobile searches have grown by more than 400% since 2010

•80% of customers abandon a mobile website if they have a bad user experience

Mobile Optimization

Mobile DifferencesCorporate Site

Menu: relocate to top right corner, maintain the vanishing menu button

Call to action: add convenient, highly visible click-to buttons

Content: situate the page content in a flow that is more relevant for mobile users, locate video on top

Example Customize Mobile Site

Mobile Optimization

Mobile Design Example

Mobile Optimization

Mobile Design Social Integration

Mobile Optimization

Feeling Overwhelmed?

Leveraging Free Resources

There is help.

Leveraging Free Resources

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Harrison Blum Social Media Expert Certified Social Media Trainer !Z Interactive http://zinteractiveco.com [email protected] (970)389-3515

Dylan Yarter Mobile Marketing Expert Mobile Marketing Consultant The Mobi Monk !The Mobi Monk http://themobimonk.com [email protected] (214)450-6260

Thank Youhttp://social.zinteractiveagency.com/OldRepublicTitle

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