Your construction company hopefully has one main goal: to be successful. That, of course, means getting and keeping customers—not to mention making a profit. Among the top marketing goals for construction companies is attracting more customers.
While there are many ways to get new customers, in this article, I want to talk about one highly viable way: using Facebook. Ask most any construction company marketer or owner why he or she started a Facebook page, and you’ll hear: “to get more business.” By getting involved in a social media channel like Facebook, you can fulfill goals like:
- Driving more sales
- Increasing online sales
- Launching a new product
- Building awareness
To get more customers, first you need more leads. Here are some basic stepping stones that will help you to turn your social media readers, fans, and followers into customers.
SET THE FOUNDATION
Just like building a house, you have to build a strong foundation in order for anything to be successful. So how do you build a great foundation? You need to setup your Facebook page and make it as discoverable as possible both online and offline. Your potential customers can’t connect with you on Facebook if they don’t know that you exist. Below are five ways to get noticed on Facebook.
Be sure your page is properly filled out with searchable information. And then make sure your page has these five items completed:
- A profile photo
- A cover photo designed to match your brand
- A hyperlink to you website (action button in the cover-photo area)
- All information filled in on the about section (page info)
- Overview and welcome note are completely filled out
GET CONNECTED WITH PEOPLE
You most likely already have existing customers, friends and family that would be more than willing to connect with your business on Facebook if you simply ask them. Don’t forget to upload any email addresses that you may have of current contacts. Within the Page Manager section of your page under the Build Audience menu, you can start adding contacts, inviting people and building your audience.
PROMOTE FACEBOOK OFFLINE
Make your Facebook page visible offline too. If you have a storefront or office then put up signs, stickers, and/or QR codes to promote your Facebook page offline. Include your Facebook page in your printed materials like rack cards, brochures, flyers, vehicles, and any other printed advertising that you are doing.
PROMOTE FACEBOOK ONLINE
Don’t let your Facebook go stale! After you have started promoting your page offline, get connected online through your website, your blog, and email marketing like (constant contact, mailchimp or Hubspot Email Marketing). On your website include social plugins to drive traffic to your website, but also to allow customers to share content in your website on their social channels too. Encourage people to share your stuff without having to go over to Facebook to do it with Like buttons or Life Box from Facebook.
CREATE VALUE FOR YOUR CUSTOMERS
Customers don’t want fluff, they want value. So when you start creating your content, “creating value” really comes into play. If you have gone through setting up and identifying your buyer personas, then you’ll have a good idea of what types of content to publish. If you are not sure what you should be publishing or who your buyer personas are, then take some time taking note of what people are engaged in. Hint: What are they clicking on and sharing?
PAY TO GET FOR NEW LIKES
If you don’t have a large contact base and you are looking to get more fans, keep on sharing great content “organically” and do some Facebook advertising. Warning: Don’t buy bulk fans; they are not really your customers. It is good to compliment your natural content with a Facebook “Page Like Ad”. This type of ad will appear in the New Feed as a page post or as a display ad in the right hand column of the News Feed. This is a great way to reach people that have not heard about you yet! Target your ideal buyer personas. You want people are interested in your products or services by targeting the correct buyer personas you will grow your audience in Facebook through advertising.
Facebook is a great way to promote your company online. It will help create brand awareness and drive traffic to your website or your blog. Build your Facebook page to make it as discoverable as possible. Encourage people who are already connected with you to share your page and content. Compliment your “organic” efforts with some Facebook advertising.
- Develop your buyer personas first.
- Make sure you have all of your company info filled out.
- Pick a content sharing schedule and stay with it.
- Find great content to share online along with your content, don’t forget the party rule.
- Advertise through Facebook to your buyer personas a “Like Box Ad.”
- Consistency builds trust! Don’t get discouraged, keep going!