Not long ago, trainers could depend on students showing up to class because they got a flier or a printed newsletter with a list of upcoming offerings. Their manager or boss told them about the class and they dutifully filled out the registration blank and sent it in to the training department.
Today, that printed promotional piece may never be seen, ending up instead in a recycling bin or trashcan when it is discovered after the class took place. Today’s trainer needs to be an effective marketer utilizing various channels to “get the word out” and attract participants to the seminar, class, or webinar. Social media gives trainers another channel to reach the people who need training. It’s also a way to build trust in your programs and the credibility of your message.
I started using a Facebook business page several years ago as a way to learn how to use Facebook for business so I could teach others. What started out as an experiment has turned into an effective way to promote our training programs. HER University is both an example of what real estate agents can do with their own Facebook business pages but also a tool for the training department to get more agents to our programs. Here’s a sample of how I use the page to market training at HER Realtors:
- Events This is probably a no-brainer, but the ability to create Facebook events and invite people to them is one way to draw attention to special training programs or classes. The event has a link to register through Eventbrite (more on Eventbrite in a future post), information about the speaker/trainer, and all the basic details. As we near the date of the program, posts about what participants need to know or other helpful information is added. If available, I post videos and pictures to the Facebook event also. I encourage people to share the event to help broaden the reach, but ideally it should be promoted.
- Sharing and tagging When we hold a special event or program, I and others share to the page about it with one or multiple photos and tag participants. This doesn’t necessarily get people to the event or program, but it heightens awareness of what we’re doing. Participants will often share these posts or comment. (I or one of my colleagues always respond when someone comments on a post).
- Class Posts Any time we want to try to get more registrations for a class or webinar, it goes on the Facebook page with a link to register for the class/webinar. It’s not enough to just post information about a class or webinar, people need to have a way to contact someone or register for the class. And don’t forget pictures or video!
- Video We create videos with quick tips or other information that our agents might find useful. Posting these videos helps demonstrate that the page is a resource for information. I used to post the YouTube link to the videos, but now I post directly to the page. This gets more attention and organic reach.
- Interesting Information In addition to the information about upcoming classes and programs, we regularly post information about the company and real estate industry for agents to share. This is intended to help get the word out about topics we think they need to know or would like to know, but it also serves to give agents something to share on their pages. Creating content can be difficult for some of them despite our efforts to teach and reinforce best practices.
- Private groups Sometimes it makes sense to create a private group for agents participating in a multi-session program. The private group becomes the place they and the instructor(s) can communicate and share their progress. The private group becomes a place for social learning also.
This is by no means an exhaustive list of what a Facebook page can be used for to promote a training program. To be truly effective, I believe you need to put some of your budget towards boosting posts and advertising the page. Training is a recruiting opportunity in real estate, and the more agents at other brokerages know about a company’s programs, the more attractive it might be to affiliate with the company. This is likely true for other industries as well. Engaging managers on the page is helpful. They can help get the word out and have a presence on the page, too.
Facebook is not the only social networking site that’s useful for promoting a training program, but it’s relatively cheap (or free) and easy to use.