When you think of social media marketing for your window and door company, you likely first think if Houzz. But as an owner looking to increase your company’s awareness and leads from your service area, we urge you not to forget about Facebook!
And we don’t mean the type of Facebook that posts funny videos of interspecies animals being friends or of your high school buddy bragging about his latest fishing trip in the Keys. We’re talking about Facebook for Business—especially paid ads. Because with a strategic Facebook marketing strategy, you can get real leads—of homeowners in your area needing replacement windows or doors—at a really cheap cost!
Facebook paid ads work for window and door companies or dealers. And that’s because Facebook advertising is different—or at least worth testing for your business. There are several different types of Facebook ads you 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 window and door companies like yours.
And just as a preface: All of Facebook’s ads allow you to customize your audience by your target audience’s:
Location (to get your business in front of people who are actually in your service area)
Age range (so you target potential homeowners, not those young kids in college)
Gender (if your customer data sways in one way or the other)
Language
Interests (like remodeling and renovation)
Behaviors (like homeownership or recently moved)
Connections (maybe friends of people who already like your page)
Facebook Ads 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 window and door company’s Facebook page.
Pages you might want to send people to on your site:
Your homepage – we 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 and increase awareness of your company in the area.
A product or service page– This can be especially helpful for window and door contractors because there is a heavy seasonality for business. For example, you can wait until the first signs of spring, when homeowners are more likely to be fine with having their home open for window replacement and send people that service page on your site.
A promotions page – Maybe someone wasn’t planning on door replacement as a project this fall—they know their door is old and not as energy efficient as a new model, but that’s not fully in the budget right now—that is… until they saw your Click to Website Ad that sent them to your limited-time-only door replacement offer for a certain line or brand series.
A page about recent news or awards – Recently, one of our window and door clients won Dealer of the Year from Window & Door Since they invest in Facebook marketing through our team, we ran a Facebook paid ad to a page on their site outlining the award and what that means for their customers. We only targeted people in their service area, who may see working with Dealer of the Year as a value add and choose this company for their next project.
Facebook Ads 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 window and door companies, 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 from your social media marketing services.
Facebook Ads if You Want to Get More Facebook Business Page Likes
If your Facebook page has fewer than 300 likes, it’s time to get a bigger following. Luckily, Facebook has a ads choice for doing that. 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 and dealers with 1,000s of likes, take out a Page Likes Ad.
This allows you to target homeowners in the area (yes, you can select if they own the home and even exclude renters who wouldn’t be able to replace their windows and doors!) who may need your services, or may have seen your trucks around their neighborhood. With proper ad set up and calls to action on your Page Likes Ad, you can increase the size of your Facebook page community and increase the voice you have for other ads you run, and even organic posts and reviews to your page.
Facebook Ads if You Want to Showcase Your Best Photos
We 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 most business owners, not even just window and door companies—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 on your posts, ESEPCIALLY your beautiful before and after or complete projects photos, consider a Page Post Engagement Ad.
Other types of posts you might want to promote from your Facebook:
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 – a local Chamber of Commerce award, Angie’s List Super Service Award, Houzz Professional Award, etc.—doesn’t matter what the award is, it just matters that you show your Facebook fans you provide award-winning service.
Recent projects – I hope you took some good before and after photos! You can even promote posts that link to your Houzz project galleries.
Testimonials– OH HAPPY DAY, someone has taken the time to give your business a raving review of the ProVia door your team recently installed. 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 a branded koozie.
Plumbers: Get a Free Social Media Analysis
If you’re like most window and door professionals, you probably don’t have time to be messing around on Facebook and don’t have the resources to hire a full-time person to do it. Do your business, 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.
Hannah is the Organic Team Lead at Blue Corona. If she's not busy daydreaming about the training session for her team, you can find her improving client conversion rates and planning her next trip.
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