I was talking to a lawn maintenance business owner the other day and he said something very interesting.
"I get more traffic on my Facebook page than I do on my website."
For a green industry business, Facebook has become their de facto website. Because so many buyers of green industry products use Facebook on a daily basis, when they search for products and services, they're doing it on Facebook.
Typically, on your website you'll have ways to generate interest in your services and generate leads. But how do you do that on Facebook?
Here are five tips to get you started:
1. Don't always post lead generating content
Sounds counter-intuitive, right? How can you generate a lead if you're not posting content designed to generate leads? Well, it's simple math, really. The more people that see your content, the more likely you are to generate a lead. So share great content that appeals to a wide variety of people and you'll be more likely to get views and likes, ensuring that when you do post your content designed to generate leads, people will see it.
Need some examples? Take advantage of Internet memes by posting funny pictures. Record your ALS Ice Bucket Challenge video. Create some Throwback Thursday posts. Whatever you do, release content that your buyers will enjoy so you can generate engagement.
2. Sometimes it pays to pay
Not getting enough leads? Try paying for a Facebook ad. The great thing about Facebook ads is that you can do some pretty specific targeting to make sure you’re making the most of your ad spend.
For example, if you are trying to expand the reach of your green industry business by targeting a new city, you can create a Facebook ad that targets a specific demographic (age, gender and education) that fits the profile of your buyer. So if your target buyer is a 50 year-old with a mean golf game, you can create an ad that will target that specific demographic. It’s a great way to make sure every dollar you spend is attracting the buyers you want.
3. Use great visuals
Studies continue to show that Facebook posts with images generate more views than those that don't. So use great visuals in your posts.
As a green industry business owner, you've got a built-in advantage. Your job is all about creating beautiful landscapes. Not a photographer? Not a problem - take some classes online. The New York Institute of Photography offers courses, but a simple Google search will turn up lots of options.
And you don't need expensive photo equipment. If you're using mobile field service software, your technicians or maintenance crews are already equipped with cameras in their tablets or smartphones that they can use to capture visuals. Give them a quick photography lesson and have them start grabbing visuals of your work.
4. Build forms to capture information
Now that you've got people engaged with your Facebook page, how do you actually gather their contact information? Your website likely has a lead form that buyers interested in your green industry services fill out to contact you. But how do you duplicate that on Facebook?
With a software solution like Shortstack, creating lead generation forms on Facebook is easy. There are other options available and Shortstack isn't free, but it's simple, easy and enables beautiful custom tabs that make gathering contact information from your leads easy.
Pro Tip: Use field service software like HindSite to store your leads. It can help you track the status of your leads, create reminders and make sure that you continue to nurture your leads until they've made a decision.
5. Make them an offer they can't refuse
You know what consumers love on Facebook? Offers. Things like a 5% discount on an irrigation startup or winterization, four free lawn mows with a year contract, or one free snow removal service when you sign an irrigation service contract. People love offers and, even better, if you can make an offer than delivers you a new customer or more revenue from an existing customer, it's a win/win.
Also, don't be afraid of contests. If you've ever been to a trade show, you know they are a great way to drive traffic to you booth. The same applies to Facebook - use contests to drive traffic to your Facebook page. I’ve seen green industry businesses give away event tickets and golfing packages; whatever hobbies your buyers take part in, find an appropriate giveaway and hold a contest on your Facebook page.
Want some more social media tips? Then download our latest eBook, How to Turn Your Green Industry Business into a Social Media Rockstar today!
