As a rule of thumb, you should be using the social platforms that your target customers spend the most time on.
That means you probably don’t need to start learning what Tik Tok is if you’re targeting homeowners looking for a new patio. But if your target audience uses Facebook (let’s be honest, everyone uses Facebook) and Instagram, then those platforms are the best place to start your social media marketing campaign.
Most importantly, don’t overextend yourself. It’s exciting putting your business on 30 different social media platforms, but if you can’t regularly engage with your customers on each platform you’ll end up looking distracted and disinterested – and that’s not going to give people the confidence they need to hire your home improvement service.
Social media marketing for contractors works best when paired with a more traditional lead-generating campaign like SEO or Google Ads.
Most people looking for a home improvement business already know what they’re looking for. If they want to build a patio they’ll find a patio builder; if they want to unblock the kitchen sink they’ll find a plumber.
Since the demand comes first, researching the right contractor comes second – and that’s where social media makes a significant difference.
Social media helps build trust and form relationships during this crucial researching phase, which ends up with a lead requesting a quote through your website. So you won’t see your Instagram or Facebook inbox full of quote requests, but the people who contact you through your site will typically have checked you out on social media as part of their research.
In short, the better your social media marketing is, the more likely people will be impressed at what they see, and the more confident they’ll be in hiring you over your competition.
But those free posts won’t help you attract new customers. Posting for free, or ‘organic posting’ only reaches the people who’ve followed your home improvement Facebook Business Page. If you’ve got 500 followers then you’ll reach a maximum of 500 people (Facebook’s current algorithm limits the reach of organic posts, so you’re unlikely to actually get close to that ceiling).
But that’s the problem. Those 500 people ALREADY know about your home improvement business, so your chance of creating new business goes up in smoke. A social media marketing campaign is designed to put your business in front of NEW people to drive new business.
Social media is the digital version of ‘Word of Mouth’.
But, instead of conversations happening at the shops or at the school pick-up line, they happen online.
You can use this to your advantage by encouraging your customers to leave positive reviews on your social media accounts. The more 5-star reviews you have on your Facebook, the more trust you’ll build with a potential customer who’s checking you out for the first time.
Think about your own reaction to finding Facebook pages for two different turf laying businesses. The first business has zero reviews, but they do have a phone number and offer free quotes. And the second business has twenty reviews (all of them 4 or 5 stars) as well as a phone number and free quotes.
Which business would give you more confidence?
The answer in your head right now is how your customers make judgments on social media too.
You can advertise on Facebook the same way you advertise on Google, using pay-per-click marketing.
Facebook ads work differently to Google Ads though, as people go to Google to shop but go to Facebook to be entertained. That means Google Ads are created to take advantage of demand, but Facebook Ads need to stimulate demand.
For home improvement businesses this can be as simple as highlighting a problem and suggesting a solution.
“It’s going to be a long, hot summer – you should install a new A/C system” “Bushfire season is right around the corner – have you had your gutters cleaned yet?” The real estate market has slowed in your area – paint your home to had thousands in value”
If your Facebook Ads get people thinking about their problem, they’re more likely to click through to your website to see if you can solve that problem for them, leaving you with more quote requests and booking appointments in the calendar.
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