Hey contractors—think you don’t need to be advertising on Facebook? Well, I guess you don’t have to be if you don’t fancy leads at a ridiculously low cost.
Blue Corona works with a lot of contractors, and it’s safe to say that most of them had a Facebook presence that ranged from non-existent to abysmal when we first started with them. I get that it can be hard to wrap your head around Facebook as a viable marketing strategy whenever you typically associate the platform with being forced to view photos of your neighbor’s week in the Outer Banks. And admittedly, the way most small businesses carry out their social media strategy (a.k.a. sporadic and ad-hoc posts without proper promotion) is probably a waste of time and unlikely to generate leads.
But Facebook advertising is different—or at least worth testing. There are several different types of Facebook ads your contracting business can take out depending on your objectives. Some of the Facebook ad types aren’t going to be super relevant to your business, so for the sake of saving you time, I’m only going to include the ones we’ve had success with for contracting companies.
And just as a preface: All of Facebook’s ads allow you to customize your audience by your target audience’s:
If You Want to Get More… Website Visits in Your Service Area
Take out a Facebook Clicks to Website ad.
These ads send people to a designated page on your website, rather than sending them your company’s Facebook page.
Pages you might want to send people to:
Your homepage – I used this option recently on a Clicks to Website Ad when I wanted to get people to visit our new website. If you don’t have a lot of organic traffic right now because your website is new, this can be a good way to boost visitors in your location.
A product or service page – This can be especially helpful for contractors with seasonal lines of business. For example, HVAC companies can use Clicks to Website Ads to send traffic to their air conditioning tune-up page right before the cooling season and swap it over to a furnace tune-up page right before the heating season. Or maybe if your flooring company now offers bamboo flooring for environmentally-conscious consumers, you can send your Clicks to Website Ad right to your bamboo flooring product page.
A promotions page – I have this problem—and I’m not the only one—who buys things I don’t need just because they’re on sale. Maybe someone wasn’t planning on having their air ducts cleaned this month—that is, until they saw your Click to Website Ad that sent them to your limited-time-only air duct cleaning special page on your website.
If You Want to Get More…Website Conversions
Facebook offers an option to add a snippet of code to your website’s HTML to figure out if people who clicked your Facebook ad completed a desired task, such as:
Viewing a key page
Filling out a contact form
Adding an item to a shopping cart or completing a checkout
Registering for an event
Signing up for an email newsletter
For contractors, sometimes people won’t fill out a form, but instead pick up the phone and call you. For this reason, it’s important you have the proper call tracking set up to get your true return on ad spend.
If You Want to Get More…Facebook Business Page Likes
You finally created a Facebook business page for your contracting business and it has a whopping two likes—you and your mom. Getting likes to your company’s Facebook page shouldn’t be your first priority if you’re just bursting onto the online marketing scene (I recommend you start with a website optimized for conversions and for search engines), but if you’re well established in the search engine results page and you need to compete with other contractors with 1,000s of likes, take out a Page Likes Ad.
If You Want to Get More…Likes on Your Posts
I wrote an entire blog in the past called “Why Nobody Likes Your Facebook Posts.” Facebook newsfeed has an algorithm to determine exactly what content to display in each user’s feed. Imagine how overwhelming it would be to see every update from every person, business, and organization you follow!
This is a common misunderstanding about social media amongst business owners—that if you have 350 followers, all 350 of them will see your posts. In reality, unless you pay to promote your posts, only about 2% of your followers will see them. And they can’t like what they don’t see!
To get more likes, consider a Page Post Engagement Ad.
Types of posts you might want to promote:
All of them – Seriously, put at least a few bucks behind all of your posts or else no one is going to see or engage with them.
Awards you’ve won – NARI’s Contractor of the Year Award, Angie’s List Super Service Award, ABC Excellence in Construction, Best of Houzz—doesn’t matter what the award is, it just matters that you show your Facebook fans you’re a winner.
Recent projects – I hope you took some good before and after photos!
Recent blog posts – You are blogging, right?
Testimonials – OH HAPPY DAY, someone has taken the time to give your contracting business a raving review. You should be screaming it from a mountain top, and if you don’t have a mountain top, you can promote it on Facebook.
Contests – Here’s an easy way to get engagement—a caption contest. Post a fun photo and ask your fans to try and come up with the best caption for the photo. Mail the winner some company swag, like a tshirt, hat, or if you’re alcoholics like us—a branded bottle opener and koozie (Relax: we’re not alcoholics but our company name has the word “Corona” in it. It’s only natural).
Contractors: Get a Free Social Media Analysis
If you’re like most contractors, you probably don’t have time to be messing around on Facebook (plus it’s way too tempting to creep on your high school sweetheart while you’re on there) and don’t have the resources to hire a full time person to do it. Do your marriage, your bottom line, and yourself a favor and start with a free social media analysis from Blue Corona or download one of our social media case studies today.
About The Author: Lexie serves as Blue Corona's Content Marketing Manager. She's also the author of our soon-to-be famous, and someday to be written white paper, "Horse Hat SEO: Giddy-Up Your Google Rankings."
View more blogs by Lexie Bond
“This has by far been the best return on investment I’ve ever seen. This has opened up another door for revenue to come in. My website has turned into my best sales rep. The company markets itself! ”