Now that you’ve got content on your page and people are beginning to follow your page, let’s talk long term. It’s easy to get excited about your new selling tool but with all of your other daily tasks, it may also be easy to let it fall to side. Let’s set you up for success with these 3 tips.
PART 3: Setting Yourself Up For Success With Pre-scheduling, Calendar Planning and ROI Tracking.
Doing something daily can be tasking. But what if you could devote 1 hour a week to setting up your entire week of content? We’ll I’m here with good news. You can.
1. Pre-schedule content.
Facebook Business Pages give you the option to schedule content ahead of time. This allows you to set aside an hour of your time, any day of the week, to schedule content for next week.
1. Create your content just as you would for a post you plan to publish immediately.
2. Click on the drop down arrow next to “post”.
3. Choose “schedule”.
4. Select the date and time you would like to post to publish. (Refer to Part 2 for best times to post!)
Want to look back or make edits to some of the posts you’ve scheduled? No problem.
Click on “posts” at the top of your business page. Your scheduled posts will appear.
To make edits, click on the post you want. You can either click “edit” to make changes to the text or click on the drop down arrow and chose whether to publish now, reschedule, or delete.
- A big bummer for Facebook right now is that you can’t schedule shared content.
- BUT, if you like an article you see on another Facebook page, you can click to that website, copy and paste the same URL into your status update and schedule!
This is one way to save time. But we’re not done yet. Coming up with ideas for content can be time consuming as well.
2. Create a content calendar for planning.
By defining your target audience you have already narrowed down your topics for content. Create a list of these topics on a separate sheet of paper. Using a calendar, plan out your content for the month.
Here is an example of a month’s worth of content for targeting new homeowners.
- Use a calendar with holidays on it. This way you can remember to include those holidays in your messaging.
- “Clicks to Website” = a post that gets people to click to your website and directly promotes your agency
- “Tips Article” = a post that provides tips to new homeowner (ex: new paint trends, moving tips, inspection tips)
- “Agency Update” = a post that mentions an update within your office (ex: birthday, new hire, new policyholder)
- “News Article” = a post about something occurring in the news and how it pertains to the need for insurance or a direct article mentioning insurance
With all the work going into this, you’ll want to see that your efforts are working. With that being said, it’s time to reflect back on your initial goal(s).
3. Set up return on investment (ROI) tracking.
In order to know if your efforts are working, you have to know your goal. In Part 1 of our social selling series, when you set up your goal, what was it? Was it to get calls to your agency, get clicks to your website, brand awareness?
Here are some ways you can track the goals listed above:
Calls to your agency. If your goal is to have more people call your agency, you’re going to have to do a little offline tracking. When people call in, before you hang up, simply ask, “May I ask how you heard about us?” Not only will this help you find out if your social efforts are effective but you can also find out more information on referrals, website traffic and internet searches.
Clicks to your website. One of the cool things (out of many) about Facebook is it will show you how many people clicked on a link you posted. On the days you promote your website, you can see just how many people clicked through to your site.
1. On the top of your Facebook Business Page. Click on “insights”
2. At the top of the insights page, click on “posts”
3. Here you will see a list of all the posts you have published
4. Click on the posts that promote clicks to your website and see how many link clicks you received
Brand Awareness. You can measure brand awareness based on your post reach. You can find your total reach for each week on the right hand of your business page. If you want to see if your total reach is up or down. Click on insights at the top of your business page and it’s the first dashboard you’ll see!
- Facebook is a pay to play platform. If you aren’t boosting posts, it’s likely that your reach nor engagement will not be very high and most likely not the numbers you hope for.
- Think about putting just $5 a day towards the posts that directly promote your website or goals. It will definitely increase your reach of these posts.
Look at you now with your Facebook Business Page and your engaging content with results to prove it! You did it. Well I think we both know, it’s just begun. But that’s the exciting part! You can only go up from here!
Want some even better news? We’ll be doing the same thing for LinkedIn soon! Stayed tuned for how you as an agent or agency can connect with commercial business by using LinkedIn!
Don’t forget to DOWNLOAD your FREE (and ever so handy) Part 3 “To Dos” and remember you can always check out our social media pages for content and ideas!