Facebook and Roofing
This week we will be looking at some key features of Facebook to help promote your brand! Facebook can be a great tool to communicate with both commercial and residential prospects in the roofing industry. There are many features that Facebook can offer your company, but in the interest of time, we will be focusing primarily on groups, Facebook ads, and reviews.
If you are looking to engage with more people in the roofing industry, Facebook groups will help you get there. There is basically a group for anything you can think of, and the roofing industry is no different. Interacting with people within groups is a great way to make an introduction and form connections. Try by searching “Roofing” or “Roof Contractor” in the search bar. This will take you to a page where you can scroll through and find which groups suit your brand best.
A key feature of groups is that you can see how many posts per day or per week the group averages. If you are looking for a very interactive group with many members, it might have hundreds of posts per day. A less interactive group may have 20 per week. Stay engaged to the best of your ability and you will find that using groups can help strengthen your presence on Facebook. When communicating in groups, it is best practice to be helpful and cordial, avoiding any sales tactics. People use these groups as a sounding board and don’t want to be sold to in them. Your main goal in using groups should be taking the opportunity to be viewed as an expert in the field by your peers. This expertise will drive people to your Facebook page and website organically.
The second feature of Facebook that you may want to take advantage of is Facebook ads. These are paid messages directed at the people you most want to reach. There are tons of guides available online that you can use to create a Facebook ad to help you reach your target audience. The nice thing about Facebook ads is that you can get very specific with your targeting demographics. Some things to consider when creating any type of ad are: Who am I trying to reach? Where do they live? What do they do? What are their other noteworthy features? Answering these questions will help you tailor your message to the appropriate person. Click here for more details on creating a Facebook ad.
Remember to have impactful posts on your page before spending money on Facebook ads. If your ad catches someone’s eye, they will most likely go to your Facebook page as a next step. Ensuring your Facebook page is clean, informative, and helpful will help turn Facebook ad leads into clients!
Another feature we find useful at PM is the Reviews section. People who are new to your page will head here to see what types of experiences other customers have had. A study from 2016 by the Pew Research Center says that 82% of US adults review customer ratings when buying something for the first time. Encourage customers to leave reviews to enhance your overall influence on Facebook.
Finally, as stated in our last blog post (Twitter in the Roofing Industry), make sure your Facebook posts are not too salesy and instead focus on being helpful. Even though it is a business profile, people will be driven away by overbearing sales tactics or political/polarizing content. Concentrating on being looked at as the go-to online source for roofing expertise can put you in a very strong position on Facebook.
We hope you find these tips helpful and have success in applying them to your page! Along with these tips, you’ll want to explore Facebook on your own and find what works for you. There is much more that Facebook offers that you could find useful for your company. For additional help with Facebook in the roofing industry, feel free to reach out to your Regional Manager here.
If you found this article helpful, make sure to check in next week as we look at using LinkedIn in the roofing industry.