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Facebook and remodeling were born to work together. You know what people love? Their homes. You know what is cool to look at? People adding new stuff to their homes. Seriously, I watch like 16 hours of HGTV a week for the sole purpose of checking out how the Property Brothers turned yet another fixer-upper into a gorgeous home. Who wouldn’t want to see that on their Facebook feed?
But yet, I must say, I’m disappointed in the shape of remodeling Facebook. Going through the 2014 Remodeling 550 list of full-service remodelers, in the Top 25, very few really stood out to me as incredibly successful campaigns. Either their audiences were dramatically too small, or they posted way too infrequently. Some didn’t even have social media at all! You know what that means? If you’re in a competitive area, an easy way to get a leg up on your competitors is through social media. By following a few strong examples set by some leaders in remodeling social media, you can improve your brand awareness and customer satisfaction with ease.
We’ve identified three strong Facebook campaigns, and tips on how you can replicate their successes.
Who’s Doing it Right in Remodelers’ Facebook?
The three companies we’ve found are:
- DFW Improved in Frisco, TX
- Normandy Remodeling in Hinsdale, IL
- Alure Home Improvements in East Meadow, NY
So what’s so great about these three? Well, for one, they have an audience. Each has over 3,000 likes. But as we’ve discussed before, having a bunch of Facebook likes doesn’t really cut it anymore. With organic reach dropping and dropping, you have to have really strong content to break through Facebook’s imposed cap on business reach. And that’s just what these three companies do.
DFW Improved: The Tip Masters
One of the best ways to establish trust with your audience is to use your social media platform as an authority. If you’re the experts, you should be sharing your knowledge through your social media accounts. This is what DFW Improved does best. Using Facebook as a mechanism to share their blog posts and pass along tips helps customers trust them. You’re more inclined to check them out a little deeper because it seems they know what they’re talking about.
Pair that with the 80/20 rule—where 80% of your content is externally focused against 20% internally focused—and you have a solid campaign. Look at the results when they promote their services explicitly:
Pretty good. Again: build authority with good content, lure them in with great service. However, one frustrating part about this approach is sometimes you don’t see the best results when it comes to your posts—a blog post can easily get lost in the noise of a Facebook feed. We’ll address ways around that shortly.
Alure Home Improvements: Multimedia Masters
While I’m generally a proponent of the 80/20 rule, I’m also fond of completely screwing the rules and focusing primarily on yourself when you have the content to support it. This is what Alure does best. With strong multimedia assets that showcase their personality and expertise, they see good results in their campaign. Look at this video:
It’s simple, but it’s effective. And people respond to it! But beyond video, they’re great at publishing infographics along with staff-focused posts that add personality to their page. How can you look at these guys and not find them relatable? Well, customers can’t! That’s why they were in the Top 20 of the Remodeling 550.
Normandy Remodeling: Branding Masters
One of the best things about social media is how it helps you retain your current customers. By promoting the strength of your brand, you’re likely to see repeat customers. This is what Normandy does best—they add their distinct flair to each post they make.
Something as simple as a water mark makes a huge difference. Having a strong branding presence to attach to your great work goes a long way with social media. There’s no wonder these guys have the biggest audience of any page we’ve looked at with over 4,000. Sharing your work to promote your brand is the best way to get and retain a huge social media audience, which will lead to more repeat and future customers.
You Still Need To Promote Posts
However, looking through all of these Facebook campaigns, you can see the effects of Facebook’s low organic reach. We’ve suggested in the past to spend at least $1 – $10 promoting each post that you actually want your audience to see. Otherwise, you’re only going to reach roughly 1% of your audience. It’s how the game is played on Facebook now, folks. But with such a great untapped market like Facebook for remodelers, how can it not be worth it?
How Can I Be The Best Remodeler on Facebook?
By picking a lane detailed above, sticking to it, and committing to the long term. None of these campaigns were suddenly good overnight. It takes months of planning and tweaking to get a strong social media presence. But, at Blue Corona, we’re equipped to do just that. We can help you dominate your market with a campaign that’s best suited for your business. Contact us today for a free social media analysis to see how we can get you started.
About The Author: Blue Corona is a data-driven online marketing company with offices in Gaithersburg, MD and Charlotte, N.C.
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