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• Following this webinar, we’ll send you the slides from today’s presentation as well as the recording of our entire training

Please Ask Questions!

• Use the Q&A box during today’s presentation to ask your Facebook Marketing questions – we have experts standing by

What We’ll Cover Today:

• How to Optimize for Mobile• The Recipe for Great Photos• How to Identify Your Target Audience• How to Post Better Content• How to Improve Customer Service

Meet Today’s Speakers:

Kristin HulseDigital Content Manager

Emily MaddernDigital Content Specialist

WHY FACEBOOK?

OPTIMIZE FOR MOBILE

Optimize for mobile– Use clear, short

messages.– Make sure images look

great on mobile.– Make it obvious what

to do next.– If using a CTA, optimize

the landing page for mobile users.

USE GREAT IMAGES

Use Great Images

Content with images get 94% more views than without relevant images. (Marketo)

Tell a Story– Person with the product,

pair with testimonial– Image with a really good

quote, ask followers to share with someone this would help

– Share one just for fun

GIVE ’EM WHAT THEY WANT

Know Your AudienceDo you talk to your grandma with that mouth?

– Tone matters– Motivations and

interests differ

Get to Know Your Audience– Analytics data

• Demographics• Geographic location• Multichannel followers• Content that gets highest engagement/click-throughs

– Social listening• Psychographics (lifestyle and interests)• Trending topics in your area• Sentiment monitoring• Ask them what they want (surveys, Q&A sesh)

Pages that post promotional content should expect their organic distribution to fall significantly over time.

Know Your Audience

• What to do with audience intel– Tailor tone to specific segments– Multiple types of post by segment– Create content that connects

• Relevant to stage of life• Relevant to needs (weather, local events, etc.)

– Better ad targeting = higher CTA success rate

Pages that posted one or two times per day receive 40% higher user engagement compared to pages that had more than three posts per day.

DON’T BE BORING

It’s Not All About YouFifty-two percent of online

shoppers say it’s important that information shared with them is relevant to their taste, style, age

group or location. (The Relevance Imperative, Brand Networks)

Be There to Help, Motivate, Inspire & Entertain– Great images – Good questions– Quick tips– How-tos– Industry news, articles or

videos that make followers’ lives better

Stand Out & Be Heard

• 80/20 rule• Relevant to

followers life/aspirations

• Share when people are active

BE HELPFUL

47% of consumerswho contact a brand or company

on social media expect a response within 60 minutes.

General Rules of Thumb– Respond to posts

and messages quickly– Share thorough

updates about business that affect customers

Using Messenger for Customer ServiceMessage button on business pages

– Response time shown on business pages

– Away statuses– Page admins can add

notes to conversations

KEY TAKEAWAYS

If You Remember Nothing Else…

• Treat people like people, not sales.• Show you care.• Consumers expect you to interact on

Facebook.• You’ll be rewarded with higher loyalty and

better reach when you do.

THANKS FOR JOINING US!