84% of inbound marketers reported that social media as a lead source has become more important to them over the last 6 months, according to the State of Inbound 2014-2015. We agree, as we’ve seen our referral traffic explode. Facebook, as a lead source, is among the most important social media trends for construction companies who want to grow.
But are there any tactics using Facebook you can deploy that you may not have tried out already?
Social Trend #1:
Facebook Targeting by Interest
Interest Targeting is a free feature from Facebook. Targeting people by interests allows you to show your posts to non-fans who have similar interests to those of your fans, based on the Pages they Like on Facebook.
Jon Loomer has a great post on how to set this feature up in Facebook.
Social Trend #2:
Use All Your Real Estate
Here's an easy edit. Marketing trends for construction companies have evolved in recent years. One of the most positive ROI-producing things you can do is to use your profile header photo space on Facebook to add a CTA and promote your latest lead gen offers. Then, pin the relevant post to the top of your page to grab attention and drive more social traffic to your offer on landing pages.
Step by step instructions on how to do this:
- Make sure you have created a facebook page for your business and are not using your main login.
You also should have a dedicated URL for that page. Here’s ours: https://www.facebook.com/newdestinymedia
Create an 851px x 315px image of a CTA. For proper display, the image should be the dimensions shown.
Go to your Facebook page (logged in). Click on the change header image icon (it looks like a camera in the top left of the photo area). Upload the image you just created.
Click anywhere on the image to bring up the add description dialog. Add some text and, most importantly, add a link to the corresponding landing page that describes your offer (the ...marketing-analysis shown below).
Optionally, you can click on the “add CTA” button to add a redundant link to your landing page.
Lastly, Facebook will have created a post in your news feed about your header (cover photo) update. Pin that post to the top of your news feed where is can produce the most ROI for you.
Social Trend #3:
Use Images - Always!
A number of recent A/B tests have shown that posts containing photos generate anywhere from about 40% to more than 100% interaction. Adding an image has dramatic effects on increasing CTR. So no matter what you post, make sure you add a relevant image to each post.
Bufferapp.com has a blog about a number of other tricks that boost visitors’ interaction with Facebook. Once you learn these tactics, be sure to stick with them every time you post.
Social Trend #4:
Create Unpublished Posts to Target your Fans
If you have a significant fan base, you can target news feeds of your fans using a rather new audience segmentation feature within Facebook.
Also known as ‘Dark Posts’, they are an option within Facebook’s advertising platform that allow you to post status updates that are seen by a very select targeted group of your fans. The targeting options for these posts are much more advanced than boosted posts, which means you get a lot more bang for your buck.
Key take-a-ways from this blog article:
- Using the power of social media is one of the top marketing trends for construction companies.
- Facebook is great as a free media platform and as a paid one too.
- Adding a CTA to your header (cover) image space is one of the best ways to promote your services through Facebook.