How to Make Facebook Work for You!

By Chris Hunter

Try Facebook with your business they say, it’ll work great! So you try it and it stinks. You post and get three likes. One was you, your mom, and someone who accidentally hit the like button while scrolling.

What are you doing wrong? Why can some have great results and you try it and nothing happens? Facebook has an algorithm that can make or break your page. I put together some best practice tips based on information from Facebook for my team recently and decided to share with you!

Page likes

First, you have to get people to like the page. You can’t have 10 people who are fans of your page and expect to get reach. Facebook has a paid promotion you can do to target people who are in your area and likely to “like” your page. It’s extremely effective. Also, encourage all your team members to go on and like your page and “invite friends”. The invite friends function is something I encourage everyone to do often.

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It’s about engagement

You can have what you think is the best content in the world or the funniest meme ever, but whenever you post content that doesn’t get much social interaction, Facebook essentially lowers your rating. Every time you have something that isn’t interacted with, your algorithm score goes down. You can even get your score so low that it’s very hard to organically crawl back out of it. When this happens, you will have to pay to promote your post to get anyone to see it. If you wouldn’t walk up to someone and say what you post on your page, then it’s not being social! Ask questions and post content that engages with your audience. It’s a two-way conversation between you and your customers. What an opportunity to talk with the people who do business with you every day! In the business manager section, you can see statistics on engagement for your posts, plus who is engaging so you can better craft future posts toward your target audience. For example, I can see that women between the age of 35-44 in Ardmore, Oklahoma are the most engaged with our page. If I was doing a paid ad, I may want to only target women in that age group to get the most return on my advertising investment.

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Be Authentic

The key to earning customer’s trust is being social with them and show the human side of your business. It’s a chance to showcase how hard you work at all hours, all of the nice compliments you receive, your families, your funny faults, specials exclusively for Facebook customers, charity work, your real-life situations that they can relate to, any continuing education and how much, how you keep customer’s comfortable, and how you save them money.  Once trust is earned, they will have you top of mind the next time they are in need. The more they see you going above and beyond, the stronger the bond becomes. People want to do business with people they trust and know! Don’t be afraid to cross your personal posts with your business posts either. People will associate you with your business, so be mindful of what you are posting. Be authentic!

 

VIDEO

Video is where it’s at! Adam Mosseri, head of News Feed with Facebook recently wrote, “Page posts that generate conversation between people will show higher in News Feed. For example, live videos often lead to discussion among viewers on Facebook – in fact, live videos on average get six times as many interactions as regular videos.”

Use live video and be sure to interact with your audience. Show them what you are working on, what’s going on at the office, ask questions, interact, and make it fun! It is SOCIAL media! How about taking a live video as one of your technicians goes into an attic? It’s something your customers don’t see every day and it will generate interest! I also think you should utilize video to tell your brand’s story. What’s your mission for being in business and what do your customers need to know about you and the company? Tell it on video!

Here is a recent sample showing the types of post that get the most engagement for one of our Hunter Super Techs pages. Video is the clear winner!

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Frequency & Time

How much should you post and when? According to a best practice study by NULOU, posting a minimum of three times a week and no more than ten times per week is acceptable. How often do you post with your personal page? Think about that as well. Just be social without being annoying. The best time to post is when your audience is available. Using the Facebook business manager, it shows me that my audience is most engaged between 7:00 – 9:00 PM. By no surprise, it shows almost all are engaged daily. Very few people take a day off of social media. Try interacting and posting when your customers are available. It will pay off.

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Things to Avoid

Don’t use ‘engagement-bait’ to goad people into interacting. Facebook has said they will demote these in Newsfeeds. “Like this page and share it” are sayings you should not do. Don’t post things that could damage the company’s reputation! If it doesn’t line up with the company’s core values, don’t share it with the world! It never goes away.

Don’t use the same text over and over or share content that has been circulated.

Don’t make a lot of text only posts.

Don’t argue with customers on posts or bash a competitor! That actually is engagement so it will start to show up on more newsfeeds. Not what you want.

 

Boosted Posts & Ads

Boosting and targeting ads are extremely effective. This is how you can be in front of your customer day and night. You can even create custom audiences by uploading your customer list. Facebook will find them, plus find people who have the same demographic as your list. It’s very powerful. I do believe you should work with a professional to make sure they are done correctly and targeting the audience you want. Otherwise, you could spend lots of money with little to no return. Promoted posts and ads are not only an awesome way to target your audience, but also target and engage potential people to join your team! If you aren’t spending some of your advertising budget on social media marketing, you need to rethink your strategy. There are numerous tools you can use including promote local business, creating offers, publish job posts, get phone calls, bookings, page likes and website visits, create events, start a survey poll, and much more! Take the time to invest in learning or partner with an expert to help take your local marketing to the next level!  Facebook can work for you!

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Service Roundtable is dedicated to growing your bottom line and helping your business maximize its full potential. These group of contractors work together to assist you with marketing, sales, business, and so much more. Twice a month, seminars around the United States and Canada are held to network and further assist your business. Visit Service Roundtable.com to see if there are Success Days in your area!

It’s Your Busy Season – Train Anyway!

By Steve Mores

I’d like to jump outside of our industry for a moment to mention a few unrelated fields with a common component: Training.

My soon to be daughter-in-law works in the insurance industry, and as you can imagine with the constant changes going on in the insurance world, they have continuing education training all year to keep them up-to-date on current trends and changes. Even during their busy open enrollment season, training continues.

I have several family members that have devoted their life to nursing, and they always have seminars, workshops, and continuing education classes to keep up with the ever evolving medical industry. They never seem to have a slow season. They are busy all year round and training continues.

Years ago, when my accountant was studying to be a CPA, he continued to go to night classes and study for the CPA exam. Now as a CPA, he still attends law and tax update seminars while managing his practice. Even during the busy tax season, training continues.

So, why should our industry be any different? Yes, we have seasons where we are super busy with service and installs, yet not so different than the busy seasons mentioned above. I know your team is exhausted right now. My team and I have been partnering and training with contractors for close to 30 years now. The seasonality hasn’t changed, but our industry keeps moving forward. To stay ahead of the competition, trends, and industry changes, we need to continually look at constant ongoing training for our team. You may have to adjust the times, venue, and frequency, but training should never grind to a halt, even during the busiest of times. You never know when you’re going to pick up that new bit of information, communication technique, or that great new product that will increase revenue and profit throughout the year!

Plus, having training all year round shows that you are committed to your team’s success, which will in turn help grow your company. Great training also contributes to job satisfaction, employee retention, and satisfied customers!

Major League Baseball has their season and playoffs that lead to the World Series. The NFL has playoffs and the Super Bowl. The NHL has playoffs and The Stanley Cup Finals. NASCAR has playoffs and the final race to determine a champion. All of these sports have an off season, a regular season, a grand finale, and the training still continues all year long. Even during the “busy season!”

With all that said, your training needs to be productive, covering new product features and benefits, communication, and customer service skills, while continuing to stress the basics of how to effectively work a call.

“You can practice shooting eight hours a day, but if your technique is wrong, then all you become is very good at shooting the wrong way. Get the fundamentals down and the level of everything you do will rise.” – Michael Jordan

 

Putting training off until there becomes a convenient time or season will get you in the habit of being inconsistent, and your team will get the impression that it is not a company priority.

 “Procrastination is one of the most common and deadliest of diseases and its toll on success and happiness is heavy.” – Wayne Gretzky

 

Finally, productive, scheduled, and ongoing training will always benefit you, your team, and your customers. Even when it hurts to do so!

“I don’t count my sit-ups; I only start counting when it starts hurting because they’re the only ones that count.” – Muhammad Ali

Consistent, ongoing, and productive training will produce consistent, ongoing, and productive results!

 

Service Roundtable is dedicated to growing your bottom line and helping your business maximize its full potential. These groups of contractors work together to assist you with marketing, sales, business, and so much more. Twice a month, seminars around the United States and Canada are held to network and further assist your business. Visit Service Roundtable.com to see if there are Success Days in your area!