As a local home service professional, you probably already understand the importance of ranking highly in local searches. You know that people in your area are searching the services you offer in your community, and you want to be their first choice. The tough part is figuring out how to position yourself as the community’s top choice. If you’ve been on the lookout for new marketing ideas for a while now, you’ve probably already dabbled in the Facebook platform. We get it, when you own your own business, it’s hard to have enough time to get your own work done, let alone spend time promoting on social media. But Facebook can be one of the easiest, most effective, and least expensive ways to expand any home service professionals’ online reach in much less time than you’d think.
Facebook has billions of active users all over the world. This huge following makes it one of the most connected social networks out there. There’s hardly anyone you can’t reach via Facebook, so it’s important to start putting in a bit more effort there if you’re really looking to gain followers and generate more qualified leads.
What are the best ways to make Facebook work for you?
First and foremost, it’s important to post consistently. The worst thing you could do would be to start a Facebook page for your roofing or heating and cooling company, and then never touch it. Pages that are abandoned or infrequently posted to are often seen by potential clients as out of business. That’s likely to hurt you more than not having a page would. If you start a Facebook page for your company, you need to post consistently. This doesn’t mean you have to be on there every single day, but you should be posting at least once or twice a week. Frequent posts show clients that your company is in business and can be trusted.
Content that works for you
If you’ve looked into digital marketing before, you’ve likely heard that content is king. And that’s true: the best way to draw new people into your Facebook circle is to put out content that your ideal client cares about and wants to look at. What’s different here, however, is that you don’t have to necessarily break your back writing two blogs a week to post to your Facebook page. Content refers to far more than just blog posts. In fact, the best, most engaging type of content for home service professionals tends to be before and after photos. These are easy to take and post: you simply have to get into the habit of taking pictures with your smartphone while you’re on the jobsite. After that, just indicate which pictures are before and which are after, and post them out.
Clients interested in home improvement love these sorts of transformation photos. The bonus is that they’re an attractive, interesting way to showcase your handiwork. You’re likely to get all kinds of engagement, likes and shares from these sorts of posts, with very little extra work on your part. If you have time to write up a short case study or blog post, that’s awesome too, but don’t feel like that’s the only sort of effective content out there.
Another way to boost your Facebook marketing potential is to work on engaging with others in your circle. Whether you comment on another industry professional’s post, or you respond to a question left on one of your posts, the more engaged you are, the more likely you are to expand your business’ local reach. Engagement is very similar to building relationships out in the real world. Just as you might answer a potential client’s questions over the phone, even before they’ve commissioned you for their home improvement project, answering questions on your Facebook account boosts that image the potential clients have of your business. The more positive engagement you have on your Facebook platform, the better. It will only work to expand your reach and build your positive image.
Share things you care about
It’s good to remember that Facebook is a social networking tool, rather than another place to promote your company. It’s easy to get sucked into the idea that you have to post updates about your business all the time, but actually your followers will appreciate your account a lot more if your posts feature a bit of variety.
Consumers love a company or business with a story, especially a local business. They want to get to know you, and in doing so, will feel more comfortable reaching out for a quote or to ask you a question about their newest home improvement project. Don’t be afraid to let your personality shine through your Facebook page. Businesses don’t make connections, people do, and the best way to connect with all those potential clients on social media is to show them that you’re a person too! So share things you care about that relate to both you and your business. People will appreciate that your social media account is full of more than just progress pictures and business promos.
Promote your community
In the same vein, it’s also a great idea to let people know about local events you care about. Maybe you’re a big fan of your community’s Saturday Farmer’s Market, or maybe there’s a street festival happening this summer you can’t wait to check out: be sure to post about it. Today’s consumer has taken a massive shift towards buying local, supporting community events, and investing in local businesses that they care about. When you promote community events, you also continue to establish yourself as a part of the community, and people will recognize your face and your company name the next time they search for home improvement pros in the area. Posting about community events you care about also works to connect you with other local businesses in the community who could help you out in the future.
Consider promotions and special offers
Facebook is a great place to publicize promotions and special offers. While you probably don’t want to be giving out discounts hand over fist, the odd promo or two in the off season can do a lot to drive business, and there’s no better place to advertise than on Facebook. A great way to make sure that your promos are also increasing your engagement is to make your promotion interactive: “Show us a picture of the space you want renovated for 20% off a service,” or “Like our Facebook page, comment below and tag at least two people for 20% off your roof inspection.” This gets more eyes on your business’ Facebook page, gains you more likes and followers, and more importantly, generates qualified leads. You’ll know exactly who’s looking for what service when someone comments on your promo post.
Gather testimonials and reviews
Facebook is also an excellent platform for testimonials and reviews. Just like Google, Facebook offers users the opportunity to review the businesses and companies they’ve worked with, and these reviews are then included on your business page. As Facebook is one of the most visited websites on the internet, it’s a great place to get reviews. If you don’t have any reviews on your company Facebook page yet, it’s a good idea to send previous clients a short email asking for a review, and thanking them for their business. When new clients see that your business has reviews from others, they recognize it as a legitimate business, and also read through those reviews to see what to expect from your company in terms of quality and service. Facebook reviews can also help boost your company in local search rankings.
Finally, Facebook is an exceptional marketing tool on its own, but new Facebook Ads have increased the platform’s value for business owners like you. First of all, Facebook’s database of personal information means that ads are highly targeted, and second, they’re considerably cheaper than a lot of paid ad options. When you create an account and set up a Facebook ad, you can chose not only what age demographic you’d like the ad to appear in front of, but also gender, geographical location, and personal interests.
Say you’re a roofer in West Michigan. You could create a Facebook ad that targeted male WMU grads in their late 30s who own homes, still live in West Michigan, and love to golf. If that’s your target client, Facebook really sets you up. That new ad is then only shown to Facebook users who fit that criteria, which means you’re only paying for Facebook to promote that ad to people you know are likely to need your services. What’s more, you can monitor each of your ads in real time, to see what’s working and what’s not, so you can change or tweak the ads to be even more effective. Facebook Ads are an incredibly powerful tool that work extremely well for smaller local home service pros because of their affordability and accurate targeting.
If you’re a home service professional looking to expand your online presence, Facebook is an easy, affordable, and effective way to do it. You can quickly reach a wide audience of your target potential clients through Facebook Ads, and even just by engaging with other local community members and posting relevant content regularly.
To learn more about generating qualified local leads for your home services company, be sure to check out our Home Services Local SEO Checklist below. In it you’ll find all the tips and tricks you need to make sure your home improvement company is coming up high in local listings.
And if you have any more questions regarding Facebook Ads or digital marketing for home services professionals, be sure to get in touch with HA Digital Marketing. We’re happy to answer any questions you have, and help you get the most out of your social media platforms.