Facebook Content Strategy
Contractor Marketing ROadmap: Step 2.2
How to Reach Homeowners on Facebook
Creating your Facebook Page gives customers a way to find you when they’re looking for you. The only problem is that most homeowners probably don’t even know you exist! So how do we get in front of homeowners?
One answer is to run ads on Facebook, but if you’re on step 2 of the Contractor Marketing Roadmap, you may not have the budget for it. Don’t worry, Facebook ads are still in the roadmap, they’re just a little bit later in step 4!
The other answer is to use organic content (free posts) to not only market your services, but also to build trust with your customers. The proven Facebook content strategy that we’ll give you on this page has helped several of our clients get consistent lead flow!
Proven Facebook Content Strategy
Do you need it?
The short answer is “No”… If you have the budget to build a website and start running ads at the same time, you could skip this step entirely.
BUT
Even if you don’t NEED it, following our proven content strategy can help build your brand and local reputation! And that can help ALL of your marketing perform better!
Here’s a few things our clients experienced with this strategy:
- customers trust them, making sales easier
- customers buy from them over their competitor DESPITE higher prices
- one of our clients never even went past this step because he can’t take any more leads
Free
Once again, this proven content strategy is FREE! Are you noticing a pattern?
Local Audience
Get in front of homeowners in your local area consistently to build brand awareness even without having any followers or spending money on ads!
Build Trust
When homeowners trust that you'll do good work and respect their home, they are more likely to hire you AND are less price-sensitive!
1 Hour Per Week
We recommend you spend about one hour per week posting on Facebook. That's it! Everyone can find an hour somewhere in the week!
How to use our
Proven Facebook Content Strategy
Step 1
Take Pictures
Every day, take pictures first thing in the morning, at lunch, and at the end of the day.
Step 2
Join Local Groups
This is the quickest free way to get in front of homeowners in your local area
Step 3
Schedule Posts
Scheduling in Meta's Business Suite allows you to post on your page and 3 local groups at the same time.
Step 4
Simple Captions
Write a quick caption explaining what work you're doing in the picture... and keep it simple!
Best Practices
Tips and Suggestions
First, look through all the groups in your area. You're looking for a group with at least 10,000 people, specific to your area, and allows businesses to promote within the group.
Then, join as many as you can and pick the top 3 to start posting in.
Here's an article from Facebook on how to find groups to join: Find Facebook groups to join | Facebook Help Center
If you post straight to Facebook, you have to create the post each time you want to post to a different group. If you use Meta Business Suite, you can create the post once, and post it to up to 3 groups at the same time.
Plus, if you schedule posts ahead of time, you can spend one hour on Sunday preparing your posts for the upcoming week. When you get good at this, it can take as little as 20 minutes!
The number 1 tip is to write the caption like you would say it out loud. If it helps, say it to Siri and get her to write it. It'll come off as more natural and authentic!
You are the most unique part of your business, so the more the post sounds like you, the more your customers will begin to feel like they know and trust you!
Also, when you're talking about what you're working on in the picture, explain the things your average customer wouldn't know about. This helps establish you as an expert.
Find a few hashtags that are relevant to your business or the project you're posting and use them for every post. Stick to 4 to 5 hashtags at most and try to use local trends if you can.
For example, for one of our bath remodelers in Southwest VA, we use #BathRemodel #TubToShowerConversion #ShowerRemodel #WalkInShower #HomeImprovement and #GoLocalNRV (local initiative to encourage buying from local companies).
Photos are the most important part of this whole strategy! When you're on a job site, take pictures with your phone first thing every morning, at lunch, and at the end of the day.
They don't have to be professional quality or edited to be perfect. Your customers actually WANT to see the imperfect photos because they come off as more authentic and trustworthy!
If you have trouble remembering to take pictures, put a reminder on your calendar or have a friend text you to remind you!
Usually, we'll post 1 project per week with the before pictures on Monday, progress pictures on Wednesday, and after pictures on Friday. We've found that this is the perfect balance of enough posts to get people to remember you without being too time consuming.
We also recommend sprinkling in some FAQs, 5-star reviews, and other content to help build your brand and establish you as the local expert!
And remember, write your captions like you'd say it out loud (or even better, write it with Siri).
Social media can be overwhelming when you first get started!
Our goal is to help you tackle this quickly so you can build your local reputation and get some consistent leads.
If you want help, reach out and we'll give you all of our tips and tricks to get your Facebook working FOR you... for FREE!
We’re here for you! And fun fact – we don’t charge to give away tips and tricks if you want to do it on your own!
We’ll spill the beans and walk you through start to finish how you can do it yourself!