If more quality, exclusive leads is your goal, there’s no doubt Facebook advertising is a powerful solution for your home improvement business.
However before you dash off to open or revisit your Facebook advertising account. It might be worth thinking about this…
Marketing done right positions your business and its services optimally in the eyes of the right local people – those thinking about or ready to hire you for their home improvement jobs. To do this smartly, it takes an understanding of marketing, creativity, knowledge of the communication tools, platforms and channels available in 2021 and commitment. Great marketing is about consistency.
This is one of the reasons Facebook advertising is so powerful because it continuously delivers targeted adverts about your products and services to local people over and over again. They say potential customers need to see or hear about your business a minimum of 7 times before they actually notice you.
Facebook advertising makes this fast and efficient.
So depending on your stage in business and especially if you’ve installation team workloads to fill, wages to pay and business overheads to cover, Facebook is one of the best ways to create a consistent supply of high quality leads. If you do have overheads to cover every month, as you may have found out during this crisis, you can’t rely on methods such as word of mouth, canvassing, leaflet drops etc to bring in leads.
You also need to know that if you spend £x on marketing, you have a very good idea of what it will generate in terms of leads and converted sales.
This is why Facebook advertising is so powerful as it allows you to track how much it will cost to bring in a new EXCLUSIVE lead to your business.
However creating ads that works isn’t so simple. You need to have a sales proposition that’s written in a way that speaks directly to the needs of potential customers. You need high converting landing pages, standout images and videos and understanding of how to use the Facebook advertising platform, to make sure you’re efficiently using your marketing budget.
It’s also really helpful if your social media profiles (Facebook pages, instagram account etc), website and online reviews are in good order, because it’s never been easier for local people to research potential suppliers for home improvement jobs online.
And they do…a 2019 survey found that 90% of customers used the internet to find a local business and 82% of people read reviews for local businesses (93% of people aged 34-54 always read reviews) before hiring anyone.
Your potential customers are becoming ever more tech wise and savvy. They will do their research more thoroughly than ever. They want to see relevancy, quality, professionalism in your marketing. They want social proof – positive reviews of other local people like them) who’ve hired you.
The other thing to think about is that marketing adds fuel to the sales machine. It makes the sales process easier and they work very much in tandem. So you also NEED a sales team and process that will make the most of an increasing number of leads that Facebook will deliver.
So if you are considering running Facebook ads, before you do anything, consider your current level of sales and marketing quality.
How effective are you or your sales team at converting sales and how can you improve? Where would you rate your marketing on a scale of 1-10?
If you’d like a FREE marketing audit of your website, social media profiles and even any Facebook ads get in contact it would be my pleasure to provide you with some constructive feedback and offer potential areas where you can improve your digital marketing.