Everything You’ve Ever Wanted to Know About Facebook Revealed
By Melissa Bellas
You’re ahead of several of your competitors in the home services market if you have a Facebook page. However, there is a big difference between simply having a Facebook page and leveraging Facebook to its full potential. Many plumbing, HVAC, electric, contracting and other home service businesses struggle to manage their social presences in a way that both impresses audiences and drives interaction. This platform is proving to be a critical area in which to reach your customers and best prospects with Facebook now boasting over 2.2 billion monthly active users.
RedBrick Digital has generated tremendous success for clients by understanding how to attract and engage with more followers. We manage social interactions for clients with creative posts and strategy honed by our success with dozens of home services companies.
While navigating this social media giant may seem overwhelming, there are a few simple things to pay attention to that can directly impact the effectiveness of your page. We’ve compiled some of the most frequently asked questions to help you maximize your business’ Facebook presence.
“I have a Facebook page; what should I post?”
Posting industry information on your page may seem like a given, but people using Facebook are human—and no one likes to read the same information over and over. Make your followers feel connected and turn up the engagement by creating competitions, asking them questions and delivering original, fun content. It’s all about delivering the correct balance of business and nonbusiness posts. Consider some of these posts to drive engagement rates and traffic to your page:
- Useful Information/Advice—Host a Q&A session on your Facebook page to establish your expertise in your field. Offering advice, such as what to do if you lose your heat or how to prevent pipes from freezing in the winter, is a great way to position yourself among followers as a point of reference. You can even post safety tips like precautions for using a portable heater in the winter or grill safety tips for the summer.
- Company Culture—Provide a behind-the-scenes look into your company by posting live videos or pictures from around your office. People prefer to do business with companies they like—make yours likable! By introducing new employees, sharing milestones or celebrating a birthday or holiday in a post, you are providing a sense of community among your followers.
- Community Ties—As a local home service business, your most important audience members are homeowners in your service area. By posting local stories, charity opportunities and events happening in your neighborhood, you can appeal to your community. Grow those community roots deeper!
- Trending Topics—Just because you’re a business page doesn’t mean you can’t take advantage of trending subjects on Facebook. In fact, you should! Pages featuring trending topics on Facebook are ranked higher in the newsfeed. Stay up to date on what’s going on in and around your community, and don’t be afraid to share heartwarming stories, viral videos and spotlights on local heroes. Whatever people are talking about, join the conversation! However, avoid participating in any posts deemed political, religious or controversial.
Consistency is key—and the same goes for your Facebook page. Posting content on a regular, consistent basis keeps your company relevant in news feeds and builds your following.
“What, if anything, should I be tracking?”
Facebook is a goldmine of data and information, which is no secret. Having access to information on the performance of your posts and page activity can provide powerful insight, but it matters only if you understand which metrics are important to your business.
- Reach—Reach, also known as “unique impressions,” is the number of people who see your content in their newsfeeds. Reach is a great place to start if you’ve noticed a decrease in Facebook performance or want more people to see your posts. Reach can be determined at both the individual post and overall page levels and broken down further by city, country and other demographic variables.
- Engagement—While Reach tells you how many viewers have seen your content, engagement takes it a step further, showing you how many have interacted with your content. The social media giant defines engagement, which is the most important currency on Facebook, as “the number of people who clicked anywhere in your post,” whether it is in the form of clicking a link, noting a reaction, sharing your post or leaving a comment. The higher your engagement rate, the more likely Facebook’s algorithm is to surface your post, maximizing exposure to your audience.
- Impressions—Tracking how many times your business’ post has been displayed, impressions provide insight into the post’s visibility. Unlike Reach, impressions account for posts seen multiple times by a single user. If a user saw your post in their newsfeed and then sees it again when a friend shared it, this counts as two impressions. And with so much content in the individual newsfeed, having your content seen multiple times could be vital in getting them to take action.
- Likes and Followers—While number of followers and page “likes” do not directly represent the success of your marketing efforts and posts, they’re important in tracking the size of your audience. Over time, your number of followers should be growing. If that number remains stagnant, you’re either losing followers at the same pace as you’re gaining them or are failing to attract new followers altogether.
Metrics are key in measuring the growth of your page and the effectiveness of your posts. That’s why RedBrick Digital measures progress against objectives by providing detailed Insights Reports on a monthly basis.
Boosted Posts vs. Facebook Ads
Promoting your content is a simple fix if your Facebook activity is lacking. When it comes to amplifying your brand, there are two key options: Facebook Ads or boosted posts. So which one should you use?
- Boosted Posts
Boosted posts can be a great fit if driving engagement is an important part of your Facebook strategy. A quicker and simpler alternative to traditional Facebook Ads, boosted posts ensure your current audience sees your post in their newsfeeds by enabling you to select maximum budget, desired audience and tenure of the ad. With the option to display your content on both desktop and mobile newsfeeds, boosted posts are optimized to generate engagement, such as comments and shares.
- Facebook Ads
Facebook Ads take the engagement-driving optimization of boosted posts a step further, allowing you to run a more detailed, targeted campaign to meet a wide array of different goals. Facebook Ads Manager offers advanced capabilities and options to define your specific objectives, ad placement and design. Its sophisticated platform enables you to target your audience by several variables including location, age, gender, interests and behaviors, as well. This option further amplifies your brand and messaging, allowing you to reach those not already in your audience.
The decision to use boosted posts or Facebook Ads ultimately depends on your company’s goals, budget and overall strategy. While there is no single best method for reaching your audience, RedBrick can help you develop a unique strategy specific to your company’s brand and personality. If you’re new to promoting Facebook content, boosted posts are a simple way to drive engagement, but for more advanced targeting and customization, Facebook Ads offer a more robust structure and diverse capabilities.
Businesses that fail to tap into the power of social media are missing out on a significant opportunity to build their brand, engage with customers and generate leads, since it is an inescapable factor in our live.
Contact us today to see how RedBrick’s Social Media Program can make your Facebook presence a source of pride and strength for your company.