A recent study illustrates what Facebook users are looking for in a brand page. Does yours use the right tactics to roll out the red carpet and welcome them?
Oscar winners do all kinds of celebrations after receiving their award. Cuba Gooding Jr.'s response might be the most famous, and Sally Field concluded her speech with "You like me, right now, you like me!"
But how do senior care marketers get customers to say the same thing about a Facebook Page?
Senior care marketers understand that Facebook can bring value to a company, not only for online conversions but also for brand awareness, lead generation and recognition. But what are caregivers and other targets of senior care marketers looking for in a Facebook Page? What will make those prospects click through to a page and build a better relationship with your company?
E-mail marketing research firm ExactTarget gives some answers. In its study of 1,500 Facebook users, it found that 38 percent like at least one brand. Here are the top reasons respondents say they like a page:
- For discounts and promotions
- As a show of support
- To stay informed about the company's activities
- To receive updates on future products or sales
- To learn more or be educated about the company or company topics
- To interact with the company and others interested in it
That wide scope of responses should remind those involved in senior care marketing to diversify their pages and posts. Promotions are a good idea when possible, mixed in with industry and company news and a lot of interaction. For senior care marketers, this can include stories about the value of home care and hospice, tips for seniors as the seasons change, and what to look for in a home health agency.
Those caregivers who like a Facebook Page will respond to calls to action, such as ideas for caregiver respite and what caregiver resources are available. Using that strategic marketing can steadily build a base of supporters for senior care businesses. Some of those Facebook Pages have hundreds or even thousands of supporters, including Home Instead, Right at Home and Liberty HomeCare & Hospice Services.
The ExactTarget study also revealed that 65 percent of users only access Facebook when they are not at school or work, so posts should not only happen within the 9 to 5 work day. Those supporters can create referrals for your business, and create another level of lead generation, so knowing when to promote your social media and digital PR is vital. That's a key step in building lead generation through a Facebook Page - an acceptance that is better than any speech.
What ways do you recommend getting people to like your Facebook Page?
Originally featured on the walker-marketing.com/blog Home Care Marketing Blog
Submitted by Joe Recomendes, Social Media Content Manager for walker-marketing.com Home Care Marketing, Walker Marketing
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