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: reviews@caring.com 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•  Amy.Selle@corecubed.com

Marissa Snook•  Managing Director•  Marissa.Snook@corecubed.com

Hilary Hull•  SEO Specialist•  Hilary.Hull@corecubed.com

Contact corecubed today •  800.370.6580•  corecubed.com

Thank You!

@CaringInsightscompany/caring-com

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