Are you looking to improve your Facebook marketing? I know, I know—you're probably thinking, “I'm a pro at fixing leaks and keeping pests at bay, not a social media guru.” But trust me, in today's digital world, social media and content marketing are the keys to unlocking a flood of leads and sales.
In today's digital age, social media and content marketing are the keys to unlocking a flood of leads and sales. In fact, according to DemandMetric, content marketing costs 62% less than traditional marketing and generates 3 times as many leads. That’s right, three times! Moreover, according to the Content Marketing Institute, over 9 in 10 B2B marketers use content to promote their brands.
But just like fixing a clogged drain, there's a right and wrong way to approach content marketing on Facebook. Don't worry; we've got your back. In this post, we'll walk you through the steps to create a Facebook marketing strategy that will make your competition green with envy (and not just because of your awesome landscaping skills). So, put on your work gloves, and let's get started.
Why Facebook is a Goldmine for Small Service Area Businesses
Picture this: you’re a plumber and just fixed a leaky faucet for a grateful customer. They’re so thrilled with your work that they snap a photo of your handiwork and share it on Facebook, raving about your excellent service. Boom! Instant word-of-mouth marketing.
That’s the beauty of Facebook for small service area businesses. It’s a platform that thrives on communication and connection. A study by Vision Critical (now Alida) shows that nearly 2 out of every 3 Facebook users report feeling more connected thanks to the network. And what better way to connect with your local community than through engaging relatable content?
Crafting Content That Resonates with Your Target Audience
Now, let’s discuss what makes great content for Facebook when you’re targeting customers in your local service area.
1. Relatable and Engaging
Your content should be relatable to your audience’s everyday lives. Share stories, ask for opinions, and encourage your followers to share their own experiences. For example, let's say you're Eden, the owner and marketer of Green Pest Elimination in Asheville. You could post a video showing how you safely remove a hornet's nest from a customer's backyard and then ask your followers to share their own crazy pest stories in the comments. Boom – instant engagement!
2. Visually Appealing
Don’t underestimate the power of visuals on Facebook. Images prove to be a powerful tool on Facebook, with posts containing visuals generating more than double the engagement compared to the average post. Visual content is a surefire way to grab attention, whether it’s a stunning before-and-after photo of a home you’ve cleaned or a short video demonstrating how to unclog a drain.
3. Informative and Helpful
Your content should also provide value to your audience. Share tips, advice, and industry news that can make their lives easier. For instance, let's say you're Nailed It Roofing, based in Greensboro, NC. You could create an infographic titled "5 Signs It's Time to Replace Your Roof" and share it on your Facebook page. Not only does this position you as a knowledgeable authority, but it also subtly promotes your services.
When and How Often Should You Post?
Timing is everything on Facebook. You want your posts to appear in your audience’s News Feeds when they’re most likely to engage. While there’s no one-size-fits-all answer, here are some tips to help you find your sweet spot:
- Understand Your Audience: Think about your target customers’ daily routines. When are they likely to be scrolling through Facebook?
- Experiment With Different Times: Try posting at various times throughout the day and week to see what works best for your audience.
- Monitor Your Results: Use Facebook Insights to track your post performance and adjust your strategy accordingly.
Promoting Your Business Without Being Too Salesy
We get it; you want to promote your business on Facebook. But here’s the thing: people don’t like being sold to on social media. It’s a delicate balance between informing and annoying.
Here are some tips for promoting your business without being too pushy:
- Keep Promotional Posts to a Minimum: Aim for a mix of informative, entertaining, and promotional content. In other words, keep the social in social media.
- Highlight Benefits, Not Just Features: When you do promote your services, focus on how they can solve your customers’ problems or make their lives better.
- Use Storytelling: Share customer success stories or case studies that showcase your expertise without feeling like a sales pitch. For example, let's say you're Climate Crusaders, a fictional HVAC company based in Asheville, NC. You could share a heartwarming story about how you helped an elderly couple stay warm during a particularly harsh winter by quickly fixing their broken furnace. This type of content showcases your expertise and commitment to your customers without being overly promotional.
Maximizing Your Reach with Facebook Ads
Brace yourself for a startling revelation from official Facebook data: just under 1 in 6 of your fans actually see your organic posts in their News Feeds. Unfortunately, the situation has only worsened in recent times, with the average organic reach for a Facebook post plummeting to a mere 2.2%. Some brand pages are hit even harder, experiencing rates as low as 1.1%.
To put this in perspective, if your Facebook page has 500 followers, your posts may be visible to as few as 11 people in their News Feeds. This significant decline in organic reach can be discouraging, but don't worry; Facebook Ads offer a solution to help your content reach a wider audience.
Two main types of Facebook Ads can help you promote your content:
- Promoted Posts: These ads appear directly in your fans’ News Feeds, giving your content prime real estate.
- Promoted Page Posts: These ads appear in the sidebar and can help you reach people who aren’t your fans yet.
Pro Tip: Let's say you're Leak Stoppers Plumbing, a fictional plumbing company in Asheville, NC. You could create a Promoted Post targeting homeowners in your service area who are interested in home improvement and DIY projects. By targeting your ads based on your ideal customer's demographics, interests, and behaviors, you can get the most bang for your buck and reach the people most likely to need your services.
Tracking Your Success with Facebook Insights
Speaking of Facebook Insights, this powerful tool is your best friend when it comes to monitoring and analyzing your content marketing efforts. With Insights, you can track:
- Reach: The number of unique people who’ve seen your content.
- Engagement: The number of likes, comments, and shares your posts receive.
- Click-through Rates: The number of people who click on links in your posts.
Use this data to identify your top-performing content and adjust your strategy accordingly. For example, let's say you're Emerald Landscape Solutions, a fictional landscaping company in Hiddenite, NC. If you notice that your audience loves before-and-after photos of your landscaping projects, post more of them! If they engage more with educational videos about plant care, create more of those.
Key Takeaways for Small Service Area Businesses
Phew! That was a lot of information. Let’s recap the key points:
- Facebook is all about communication and connection, making it perfect for small service area businesses.
- Create content that is relatable, visually appealing, and informative.
- Experiment with different posting times to find what works best for your audience.
- Promote your business without being too salesy by focusing on benefits and storytelling.
- Use Facebook Ads to maximize your reach and target your ideal customers.
- Track your success with Facebook Insights and adjust your strategy based on data.
Whew, that was a lot of info! But don't worry – you've got this. Remember, the key to crushing it on Facebook is to create content that resonates with your target audience and provides value. So, get out there and start creating some awesome posts! And suppose you ever need a little inspiration. Just think about all the crazy stories you've accumulated on the job. In that case, chances are, your followers will love hearing about them.
Do you need help getting started? Feel free to reach out to me for a FREE consultation on how we can use your crazy stories to grow your business with social media marketing.
