Many of you don’t understand or even like social media – like Facebook, Twitter, or LinkedIn.
And many more of you probably have your own personal social media accounts but nothing dedicated to your business.
Should you take advantage of Facebook – one of the most popular networks on the planet?
Absolutely… If you do it right, that is.
The first thing you want to do is make sure you’re using a “Page” and not your personal Facebook profile or a “Group”. This allows you to have a business-specific setting.
Follow the instructions – choose “Home Improvement” for your category; enter your business information: click Get Started. Add your business logo or picture, a brief description, link to your site, and that will create your page.
From there you can “like” the page, invite friends and customers via e-mail, and even introduce your business on your timeline with a status update. After you’ve tweaked everything, you now have a presence on Facebook.
But now what?
Do. Not. Sell. No matter what, don’t toss out a “Hey, we do residential remodeling work! Call us today for a free estimate!” No matter how much sense you might think it makes, it doesn’t. Social media is about a conversation and a relationship, not a sales pitch.
But… customers and potential clients now have access to you directly (right where very many of them spend a large amount of time! On Facebook!)
On your page, they’ll be able to see your:
- Contact information
- Pictures and videos of projects
- Current offers and coupons
- Associations (BBB, Angie’s List, etc.)
- References (people who are “Friends” or “Likes”)
You can put all those details on your company page!
How does all this help you? It seems like a lot of work. And it is.
You don’t need to dedicate hours and hours a day, but you can do a little here and there and make Facebook work for you.
Your goal should be to generate leads and increase sales. You do this by increasing awareness of your home improvement business, by offering deals to people who like or “friend” you, and by promoting your knowledge and showing expertise.
You increase awareness by inviting friends, family, past customers, and all potential clients to join you on your company page. Send out email invites to all your contacts. Put your Facebook link in your email signature and ask people to follow you. Give prospects business cards with your Facebook information. When you close a deal, ask the new client to Friend your page.
And once you have built up a following, you’ll be able to keep people interested in your home service business. Facebook can be a way of reaching out to previous customers so you can cross-sell them. You can put out status updates to entice potential customers with coupons. You can send emails to contacts letting them know they’ll receive a discount if they becomes fans of your page.
You can even use Facebook updates to peak the interest of a prospect. Imagine putting out a status update that says, “Stay tuned! We’re announcing a great deal on the 25th!”
And you follow that up a day later with, “Are you excited about the deal? Do you know what it is (if you do, don’t tell anyone!)”
Two days later, you hit them with, “We announce the deal… tomorrow! Are you ready?!”
You’ll have people looking out for your updates, going directly to your page, and maybe even sending you messages to find out what’s going on.
It helps to have a really good deal lined up, but you can see how you might be able to generate leads with a social media site.
Finally, you should promote your expertise on Facebook. If you write status updates that show videos or “Before & After” photos of your projects, you’re showing off what you’re good at. If you write updates that explain details that homeowners would like to know or find interesting, you’re proving you’re a thought leader (“Wood windows versus Vinyl” or “How to save on next month’s energy bill” or “Do granite counters really belong in your 100 year old house?”)
When your Facebook fans see that you know your stuff, you’re going to be front-and-center when they need to hire a contractor for their next project. And it’s going to be easy for them to recommend you to their family and friend (directly on Facebook!)
And you don’t need to do a dozen updates a day or spend hours writing and writing. Just don’t use Facebook to sell them – it never works. Use it to give offers and discounts and to answer their questions. They’ll “like” you a lot and you could get a few jobs out of it.
Not bad for a free website. Oh, and we’d be remiss if we didn’t ask you to Join improveit! 360 on Facebook!
How are you making Facebook work for your home improvement business?