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Maximize Your Company’s Facebook Page and Extend Your Reach
Caring.com Digital Marketing Academy | August 20, 2020
Welcome
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Caring.com: #1 Senior Care Resource Online
ComprehensiveDirectoriesforSeniorLivingandSeniorCare—80,000+Listings
Foundedin2007,withaSocialMission
HighlyTrained,HighlySkilledTeamofFamilyAdvisors&SeniorCareExperts
RelevantEldercareInformationandSupport—AcrossPortfolioofWebsites
#1forSeniorCareReviews:250,000+Published—ThousandsAddedMonthly
www.caring.com
Presenter: Amy Selle
• Personal motto: These are the good old days
• Marketing aging care services since 2001• Co-Managing Director of corecubed• Skilled in marketing, advertising,
messaging, content, public relations, branding, website and social media
• Serves as the direct client contact on a daily basis
• A judge for the National Mature Media Awards from 2015–2020
• An award winner: – Public Relations Society of America
Chicago Chapter Skyline Award for marketing healthcare services
– Publicity Club of Chicago Silver Trumpet Award for consumer marketing campaign
AMY SELLE Managing Director
corecubed
Presenter: Marissa Snook
• Personal goal: Making marketing easy for you
• Instrumental in in-home care marketing since 2005
• Co-Managing Director of corecubed• Administers corecubed’s MOSTSM
program
• Serves as the direct client contact on a daily basis
• Specialty in digital marketing and print advertising
• Guides the creation of award-winning materials and processes
• Our in-house “concierge” for meeting MOSTSM clients’ needs
Marissa Snook Managing Director
corecubed
Presenter: Hilary Hull
• Personal motto: Treat others the way you want to be treated
• Holds professional accreditations with Google through Google Analytics and AdWords certifications
• Specializes in Digital Marketing, Search Engine Optimization, Search Engine Marketing, Social Media Marketing
• SEO Specialist for corecubed• Holds a Bachelor of Arts in Marketing• Works freelance as a professional
photographerHilary Hull SEO Specialist
corecubed
Agenda
• Facebook’s reach for business• The basics to set up a business page• Facebook reviews• Posting content • Q & A• Takeaways and announcements
Your Potential Customers Use Facebook*
* https://www.pewresearch.org/fact-tank/2019/05/16/facts-about-americans-and-facebook/
Americans 65+
46%Fastest growing demographic (doubling since 2012)
most visited site in the
world
rd
US adultsuse
7/10
of usersvisit at least
1x/day
women75%
men63%
Aged 39-4079%
Aged 50-6468%
Facebook Is a Top Source of Consumer Referrals
• According to Home Care Pulse, digital marketing in general dominates consumer marketing for home care referrals
• Facebook is in the top three consumer marketing sources behind only SEO and PPC (for the top producing agencies)
• If an agency is going to invest in Facebook advertising, it should first ensure its Facebook page is representing the agency well
Facebook: Great Vehicle for Your Business
Position Information Awareness Showcase
Position agency as a trusted resource
and expert in your area
Provide potential
customers with
relevantinformation
Build brand awarenessabout the services
you provide
Showcase your brand’s personality and help
customers get to know
you
Impress
Ultimately, to make you the
top-of-mind agency
when care is needed
The Basics to Set Up Your Facebook Page
• Create a business page• Use the “Services” template• Make your page consistent
with your brand• Add a call to action button• Completely fill out the “About”
section and optimize all of your information
• Review all of your settings• Determine who will be able to
post on your page and what can be posted
Make Page Consistent With Your Brand
High-quality profile image
Cover image should match
or complement website hero
image
Cover image can also include
tagline, awards and any trust
marks
Size all images correctly
Maintain Brand Consistency
Effraim Home Care
San Diego Home Caregivers
Home Sweet Home In-Home Care
Fill Out the “About” Section
• Include location, contact information and hours of operation
• Include a link to your website and a general contact email
• Turn off things you don’t offer (events, offers, etc.)
• Use the “Story” and “More Information” sections fully to help consumers understand your unique differentiators
• Add a FAQ section using “Advance Messaging”
“About” Tab
Review All of Your Settings
• Determine who will be able to post content. – The Administrator should be the agency owner– Editors can be staff people who have been
trained on posting– If you work with a marketing agency, they will
need admin level control– At minimum, require post approvals
• Page moderation– Set the profanity feature to “strong”– There is the ability to block certain words
if it becomes an issue• Add a sign-up for your newsletter—if you
have one • Add multiple locations using the Stores
Location feature
Stores Location Feature
• Multiple locations
Reviews
• Keep “Reviews” on if they are overall positive
• Turn off reviews if you are not closely monitoring them
• Respond to both good and bad reviews
How to Handle Negative Reviews
• When you do get a negative review:– Respond quickly and professionally– Do not get defensive in your reply– Demonstrate that you care about the issue– Explain your agency’s best practices – Attempt to resolve the issue – demonstrate that you are actively
trying to fix the problem and promise a better future result– Then try to get more positive reviews to minimize the impact
of the negative review• If you get a negative review, you can dispute it with Facebook,
but there is no way you can delete it on your own • Use Facebook to promote positive reviews from Caring.com
and other sources
Sample Caring Reviews Promos
• Agencies can promote individual reviews or their Caring Stars awards and related blog posts
Contact: [email protected] for tips & ideas
Start Posting!
• Use the right mix of content:
– Share content from your website
• Blog regularly • Blogs should be
about information that is helpful to people facing care needs
• Share blogs on all of your social media pages
Start Posting! (cont.)
– Share helpful and relevant information from other credible sources (Daily Caring, National Council on Aging, etc.)
– Post positive reviews, achievements, celebrations about your organization
– Share information about and from your community, as well as referral sources
• Post visual content (photos and videos)
– Understand copyright basics when sharing visuals that you didn’t create
– Use correctly-sized images
Start Posting! (cont.)
• Ensure privacy is always respected
– Always gain approval to post about clients or employees
• Remember Facebook is used for collecting and sharing good information
• Consider Facebook ads or boosting posts that share useful information and position your agency as a leader in the field
Our Gift to You
• Download corecubed’s tip sheet, “Facebook Business Page Optimization Step by Step”
• bit.ly/FacebookOpt
Q& A
For More Information From corecubed
Amy Selle• Managing Director• [email protected]
Marissa Snook• Managing Director• [email protected]
Hilary Hull• SEO Specialist• [email protected]
Contact corecubed today • 800.370.6580• corecubed.com
Thank You!
@CaringInsightscompany/caring-com
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http://partners.caring.com
(855)[email protected]
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