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Valerie VanBooven RN BSN:

Hi, everybody. I think we’re back. I’m going to go back into the group and we should be live again. Hello? Okay, we’re live. Let’s see if I can hear me. Can I hear me? Can I hear me? Got to make sure we can hear each other here. Okay, we’re live. Yes. Let’s see if I can… Yes, we can hear me.

Valerie VanBooven RN BSN:

Okay, let’s talk about fantastic Facebook posting and what is going to get you more traffic and more views and more of everything. The first thing I’m going to tell you is that for our clients, we do very specific things. We’re going to go to one of those clients we just started with and I’m going to show you what we do. Now, this is a brand new client. Alrighty. Whoops. I need all that. All right. I’m not sure why this is coming up. We’re going to view as a visitor, I think. Let’s see. We don’t want that. We want to… Oh, here, let’s view as me. More. Okay, that’s a little bit better.

Valerie VanBooven RN BSN:

Okay, so this is Max Health and Wellness. They are a new client, so we’re going to use them as a little bit of an example of what we do for our clients and how we get more engagement. The first thing I want you to know is that branding your images, we didn’t use to do this. I have mixed emotions about it. I do believe that you should have branded images. The challenge is that it’s not always easy or cheap to have hundreds and hundreds of branded images created for you. I don’t mean going to PicMonkey and slapping your logo on an image. What I mean is actually having an image that is done by a graphic artist. We do have a graphic artist and that person does create a large number of these images for us. Then what we do is we post them for our clients five days a week.

Valerie VanBooven RN BSN:

On top of that, our clients post their own content, like company news, Caregiver of the Month, anytime they’ve done community outreach, they are posting that information and they’re sending it to us so we can blog post it, which also means it shows up here on Facebook again. But I will tell you that if you are posting on Facebook, like one day you post this picture right here and you have a lot of other posts that are coming up, it will not matter if you duplicate a post a few days later. It’s not going to matter. They’re never going to know after a while that this post had been posted three months ago or a month ago or even two weeks ago. It isn’t going to matter, so you can duplicate some posts.

Valerie VanBooven RN BSN:

I wouldn’t do that every day, I wouldn’t do that every week, but if you go over it over time, if you have the same posts go up, like maybe once you post something live from an event or right at an event, you post pictures from it, and then you blog posts about it and the same event comes up in a little bit, writeup about it with some of the similar images a few days later, that is okay because you’re going to catch a completely different audience the second time around. Maybe the first time you posted it at 2:00 in the afternoon and the second time it posted three days later at 10:00 AM. It’s not going to matter. Everybody gets it. Sometimes things are posted twice. It’s totally okay.

Valerie VanBooven RN BSN:

But these branded images really help tell a story, so what we do is we combine the words from their website with inspirational quotes for senior care, or for caregivers, family caregivers. You can see this is a statement from their website, so we go through the website and we take all of the factual statements so that we’re not making things up and we’re not putting words in anyone’s mouth. We take their text, some of the things from their website to put here. We always want to make sure we have a phone number and we always want to make sure we have a website and something about their service area. We do the same thing for every post up here, but these images really make a difference. This is just we changed the cover photo a little bit. You can see all of that. They’re hiring. They put that up.

Valerie VanBooven RN BSN:

This is a blog post. We also automatically have all of their blog posts come through to their Facebook, so you’ve got a whole different set of content coming through. This is a video that we created for them. This takes some of the content from their website, we create a video with it, and they get two videos per month that talk about some of the things from their website and all the different services they provide. We also post every major holiday and most of the major healthcare holidays or healthcare celebrations: National Nurses Week, National Hospice Month, National Home Care Month. May was Older Americans Month. Anything like that, we have the entire list and we have images with their logos on them and we go through and post something for all of those.

Valerie VanBooven RN BSN:

This is content that they provided and it’s all about Father’s Day gift, in-home massage therapy. This is some of the other things that we’ve posted over time. You can see, there’s the ultimate guide to in-home therapy in Middlesex County, in New Jersey. This is from their website, so if you click on it, it goes straight back to their website and you can read it there. The imagery sometimes comes from their website and sometimes it comes from our stock images.

Valerie VanBooven RN BSN:

This is how you get more engagement on Facebook. The other piece of that that you don’t see here yet is content that is curated. What do I mean by “curated content”? What I mean is if Time Magazine or WebMD or some other, I don’t know, maybe you see a great article on senior care in USA Today or whatever, if you repost that, but don’t just repost the article. You can take the link that they used and the link to their article, post it on your Facebook business page, but say a few words about it. Don’t just post it, say a few words about why you feel this is important to you.

Valerie VanBooven RN BSN:

The next thing is to get personal. Get a little bit personal on these pages. Instead of just posting business-related stuff, and “Look at us, look at us, look at us,” talk about your staff, talk about your office, talk about all the things that you do as a company to reach out to your community. Start doing that if you’re not doing that. You need to come out from behind the website and really talk about all your community involvement. This is brand new, by the way, but I know that this company will absolutely do that because they have another company where they do that all the time, so it’s just a matter of getting up and going with all their community stuff, but this is a great example of what it looks like when you really build an audience. You can see, now they already have 227 people liking this page, which is awesome. That’s because the owner right here is very engaged on Facebook and she already has a very big following herself and she also has another Facebook page that’s very engaging, so she is inviting people and that’s helping tremendously with this.

Valerie VanBooven RN BSN:

Being personal on Facebook and having a personal account, I’ll show you mine, I know people say, “Oh, you shouldn’t mix business and personal on Facebook.” I say, “Phooey, phooey.” Absolutely, I mix business and personal on Facebook. Listen, I figure this: I am not off the grid, I am completely on the grid, and so if somebody wants to find me, they are going to find me. I am not going to hide out. I change my cover photos. That’s a picture of my husband eating chocolate at… We went to… Where did we go? Oh, The Melting Pot for dinner with some kids. See, these are our kids. There’s me. Whoo-hoo. We took these wonderful young ladies out. Lindsey Sutton works for us. She had a different article written about her, about another business. I post funny stuff. There’s my kid when she was little. There’s my business stuff. Here’s this, our last live video, UFOs. There’s business.

Valerie VanBooven RN BSN:

I’m not afraid to mix business and personal. I think, “Hey, we’re all here on this Earth together, and so I’ll share whatever.” I stay away from politics, I stay away from religion for the most part. I stay away from anything that could be controversial and sometimes even though I’m just kidding around people are… Anyway, I try to keep it really neutral and just talk about really happy stuff.

Valerie VanBooven RN BSN:

Having done that, I also make friends with people on Facebook who are potentially people who I might want to do business with and that’s okay. They can be a part of my personal Facebook, my business Facebook, whatever they want to be. It’s okay to mix business and personal, in my opinion, on Facebook. Now, on my Facebook business page, like this one, I do not put my personal stuff on there. That is not what this is for. I will put stuff about our company, our staff, our announcements, things like that, fun stuff, but I am not going to put a picture of my kids on my Facebook business page. That’s where I draw the line and that’s what I think everybody should do.

Valerie VanBooven RN BSN:

The other piece of this is the following: If you’re not a big user of Facebook and you never will be, and that’s the way it is, I still believe that Facebook business pages are a really good way to reach your target market because the demographic of this platform gets older every day and that’s a benefit to us and we definitely want to use it. But if you’re not a big engager and user of Facebook, you’re going to need a little help. If you don’t use Facebook very much and you post something like this, no one will ever see it but you and maybe a colleague that is also working with you, so you’re wasting your energy. What you do is you create a small ad. Of course, Facebook will help you. Facebook will absolutely take your money, so what we do for our clients is we set up a very small promotional ad and our clients spend $100 per month. That ad is to get likes on their Facebook business page.

Valerie VanBooven RN BSN:

Some people will say, “Why would you want likes on your Facebook business page? Who cares? Why are you doing that?” My answer is: If you don’t have a lot of followers like this, and this is not even a lot, this is a quarter of what we would want, or less, but I mean, they’re brand new, so that’s okay. But if you want to have local followers, and I am not talking about 15,000 people, maybe 1,000, maybe 2,000, maybe even 3,000 followers on Facebook, it is worth your time to pay that $100 a month for an engagement ad for likes. Facebook is happy to take your money.

Valerie VanBooven RN BSN:

We set that up for our clients. It equals about $3 a day is what they end up spending and they get more likes. It’s only targeted to people in their local area. I would never, ever tell you… It’s only targeted to people who likes what they’re talking about, so if they’re an 18-year-old, they’re not going to like your page, but if they’re a 55-year-old with a 75-year-old mother who might need home care, yeah, they might like your page because they’re wondering what they’re going to do next.

Valerie VanBooven RN BSN:

What I’m also going to say is that buying likes off of Fiverr is not okay. If you buy 15,000 likes from Fiverr and they come in through, they’ll come through and they’ll have 15,000 people like your page, almost 100% of those people are in Malaysia or the Philippines or India or Myanmar or somewhere else and they are not people who will ever do business with you. Guess what else? Facebook is way smarter than you and way smarter than me and way smarter than most of us. Its computer systems, just like Google is way smarter than us, in most regards when it comes to clicks and stuff, anyway, and algorithms. They know what you’re doing. It’s not going to help your page. Yeah, so your Facebook page shows up to 15,000 people in the Philippines or wherever they are. It’s not going to get you any business. It’s not going to help your visibility of your page because everybody knows, including Facebook, that it’s fake.

Valerie VanBooven RN BSN:

Most home care agencies are lucky, I mean, if they have 5,000 fans, that’s super awesome in their local area. If they have 1,000 fans, then I am all about it. What we do is we place one ad at about $100 a month and we watch it, and as your audience grows, it takes a while. That is not a lot of money. You can spend more if you want, but we try to keep it really cheap. Over time, your audience grows, so where you have 227 fans today, next month, you might have 350 fans. When we do that over time, you get to 1,000 true fans who are in your local area, who are eligible, they are people who could potentially use your services, they are within a 50-mile radius of your office or your location. That is what you’re looking for.

Valerie VanBooven RN BSN:

Once we get to 1,000 fans, then what we do is we turn that off, or we keep it running if you want, but we turn it off for likes, we turn it into traffic to your website. That ad is still there, but instead of getting likes for your Facebook business page, what we do is we try to run some traffic directly to your website, so if someone sees a Facebook ad in your local area that talks about home care or home health care or massage therapy or physical therapy in-home or whatever it is, they can click on it and they’ll be taken straight to your website, so we do have a plan in mind. Once you get to 1,000 likes, we use that same budget to run traffic to your site. Now, is that an instant lead generator? Absolutely not. Is the $100 a month going to get you leads on Facebook? Probably not, but will it get you more visibility? Yes.

Valerie VanBooven RN BSN:

The other thing you should know is about boosting posts. I’m going to switch over to be the admin of this page. Now, when you look at this, if I wanted to boost this post, which means I want this post to show up to anybody in, let’s say, a 20-mile radius of my office, so I would hit Boost Post and I can choose how people can get ahold of me. What I’m going to choose is not send message, but I’m going to choose learn more and then I’m going to leave my website in there. Then I am going to choose my audience. It says, “Location: Living in the United States, Old Bridge, plus 10 miles around Old Bridge in New Jersey, ages 18 to 65.” I can modify that if I want, but I’m just going to leave it. That seems like a fair enough amount of people.

Valerie VanBooven RN BSN:

I’m going to boost this post for 10 days and I’m going to boost it for $10. Now, I can slide and scale this up, so if I spend $1,000 over 10 days, 4,000 people will see this each day, but I don’t have that kind of dough, so I’m going to go back down here. The minimum you can spend on a boost is a dollar a day, so I’m going to boost this for 10 days and I am going to boost it for $10. This will automatically stop on June 14th and it will have spent all of $10 and that’s okay. That’s what we’re going to do.

Valerie VanBooven RN BSN:

I am going to go to the ad account. I’m going to change my ad account. We have a lot of ad accounts. Well, we’ll skip that for now. Anyway, so we’re going to go ahead with that and we’re going to boost now. It’s submitting my ad. I didn’t have to do anything else. It’s going to take some time to think about this. What I just did was I just told Facebook… I don’t… It’s in review. You can see that there. I’m going to spend 10 whole dollars over the next 10 days. I don’t need to go to the ad center. I get it. I do this a lot. Oh, it’s going to take me there, anyway.

Valerie VanBooven RN BSN:

Let’s go to our page. Now, if I were to refresh, you would see that this post has already been boosted. I can do this with any post on my page. The reason you do that is for brand awareness. What you’re trying to say to folks is, “Hey, guess what? We’re here. You may be new, you may be not new. We want you to see our logo. We want you to know that we do this. We want you to see our service area, our phone number, our website, our branding.” We’re boosting this to anybody who is in a 10-mile radius of Old Bridge, New Jersey. Not everybody will see it, but a lot of people will see it.

Valerie VanBooven RN BSN:

You can do this with any one of these posts, any one of these branded posts. I would pick and choose which posts I do this with because if you pick one like this that doesn’t have an image, that’s not going to do anything for you. I would not pick this one because it doesn’t have a call to action. This came from the website. This is a blog post, which is fine, but it is not one that I would boost. Any of these would be okay, but you also don’t want to go crazy. This video is actually the most perfect thing to boost. We’re talking here about the in-home massage therapy. Also, I would not do these Memorial Day things, stuff like that, I would not do. I would go down here to something like this. If this is something that I am promoting for Father’s Day, I would totally boost this post. This is an advertisement. It is for… We don’t want them to send a message. We want them to learn more. Adding a button may crop your image, that’s okay.

Valerie VanBooven RN BSN:

Now, you can see what the ad looks like. You can see that if they click on See More, it’s, “Give him the gift of relaxation. Dad doesn’t need to leave the comfort of his home to enjoy a relaxing massage or facial. Give him the gift of relaxation.” Okay, so I would boost that to people in… You can make this bigger, so if we hit Edit, we could say Old Bridge, but let’s up the age a little bit. Let’s go 30 to 65 and let’s click on Old Bridge and see if we can make it… Oh, we’ll add some more locations. Okay, here’s a 10-mile radius of Old Bridge, so we’re covering quite a bit here. Let’s up the game a little and let’s go, let’s see, that’s good, 15 miles. Now, we’re covering all of this space. You don’t need any detailed targeting. Our potential reach is 940,000 people. We’re going to save that audience. They are ages 30 to 65-plus living in a 15-mile radius of Old Bridge, New Jersey.

Valerie VanBooven RN BSN:

Okay, and we’re going to spend $10 again. Now, we know that if we go over that 10 days, we go to 11, it’ll say, “Uh-uh (negative),” so you can keep going. We’ll just go to the 16th and then we’ll up this to $12 and if anybody wants an in-home massage, we’re going to boost that now. Now, if anybody wants to order an in-home massage for their dad for Father’s Day, which would be fabulous for a lot of guys, they’ll see that ad. We’re going to let that roll. We’re going to go back to our page. Now, we have two ads that are boosted. Let’s hit Refresh and see if we can see any changes there.

Valerie VanBooven RN BSN:

We are pretty much done for right now. You could spend… Okay, so here, you can see that it’s boosted because there’s some additional information here. Then if we were to go down to the other post we just boosted, let’s keep going, there it is, we can see this one. All right, so now we have boosted two posts. If you did that once a month, if you picked a video, if you picked an ad, if you picked something once a month and boosted it to people ages 20 and up, 30 and up, 40 and up and boosted it to a 10-mile radius of your office, you would be in great shape. You’d be in great shape for branding. That’s all you have to spend is 10 bucks a month. In fact, you could spend $20 a month, or I’m sorry, let’s say you boosted one ad for 14 days and then you boosted another ad for 14 days, so you’re spending 28 bucks and you have an ad running every day of the month on Facebook to people in your local area.

Valerie VanBooven RN BSN:

Those are things that you can do to get more engagement. It doesn’t have to cost you a lot of money. Just remember that Facebook is not giving it away for free. They really do want you to pay for advertising. They want you to get engagement on your own and they want you to get visitors and they want you to get fans on your own, but if you’re not a huge social media user, paying a small fee to Facebook to get that out there is pretty much the only way you’re going to be able to get a whole lot of traction.

Valerie VanBooven RN BSN:

There are other things you can do if you have somebody on your team who is a good Facebook user who can boost that stuff up for you organically, who can reach out every single day and work on Facebook every day, then that’s one thing, but a lot of us don’t have that kind of money to hire that staff or the staff doesn’t have that kind of time, so a hundred bucks a month goes a long way and an occasional boost of a post if you don’t want to do the hundred bucks a month, spend 28 bucks a month and you’ll have two 14-day posts that pretty much cover the entire month. Then you can start over again the next month with a new video or a new post and something else.

Valerie VanBooven RN BSN:

We create videos for our clients. We create all these posts for our clients. If they want to boost them, that’s up to them. I typically don’t do that for our clients, but we do run the little ads at $100 a month to get them more fans. I highly recommend having video on your Facebook business page that is actually posted to Facebook. We do that two times a month. We cover any topic that is specific to their website and it works really well. I hope this helped. I hope this helped everybody learn a little bit more about how to get the best use out of Facebook.

Valerie VanBooven RN BSN:

One last thing I want to mention is this: You see this cover photo? I want you to notice where this information is right here. We put the information about the company right in the header of the Facebook business page. This isn’t a generic image that says nothing. It’s not just a logo. We actually create this and make sure that this information is right in the middle because on a cell phone, the sides of this are cut off, so you have to have any kind of information you want to relay to people, and 90% of people who are on Facebook are going to be on their mobile device, so if you want them to see your phone number and see your website address, you have to put this right in the middle. If you have your information over here on the left-hand side or the right-hand side, when they view this on mobile, they will never see that information, so please, please, when you create your cover designs, make sure your information is right in the middle.

Valerie VanBooven RN BSN:

Then do yourself a favor and go look at it on mobile and make sure especially your website address and your phone number show up right in the middle somewhere. It’s not hard to do. You can use Canva, you can use PicMonkey, you can use any free service to create these images. They also have the templates already set up for you inside there, just remember that this text has to be in the middle if you want people to see it. We also make sure that their logo is put inside of a square image if it’s not already a square. Also, if you’re a new business and you’re having a logo made, please, if it’s a long logo this way, have your graphic designer also make a stacked logo or an up-and-down logo for you so that you have an option when you’re pasting it on different platforms, that you can use a square version of your logo, or you can use a long rectangle version of your logo. You need both types of images.

Valerie VanBooven RN BSN:

All right, I hope that helped everybody with Facebook. If you have any questions, put them in the comments below. I will come back and answer. Also, if you’re watching this on replay, please, please, please give me a replay. Say, “Replay,” or, “#replay,” in the comments so we know how many people watched this as a replay. Good luck with your Facebook marketing. If you need help, visit us at asnmarketingplan.com and we will happily help you with our SCOPE Program, which all about content and social media management. Thanks, everybody. Bye-bye. Bye.