Article contributed by Hillary Ferry, digital marketing director at Two Rivers Marketing
It may seem like every month a new social media channel pops up — which means your tree care business needs to jump on board, right? Not so fast. While many newer platforms, like Instagram, Snapchat and Vine, sound cool and hip, they may not provide the best return on your time when it comes to reaching and finding new customers.
Facebook, however, is one of the older social sites and has more opportunities to reach potential customers than many of the newer ones. Did you know Facebook has 1.5 billion users? That’s more people than the largest country on Earth! Rather than posting on several different social media sites, consider using one or two — and using them very well.
Whether you’ve thought about creating a Facebook business page — or already have one — we have six tips to help you make the most of your efforts.
- Have a plan
Before creating a Facebook page for your business, create a plan. Think about what information you’re going to share and how often. Create a monthly calendar and write down what you plan to post. Keep in mind, it’s best to post several times a week.Also, appoint one or two employees to be responsible for the page. This includes posting and responding to fans’ comments, questions or reviews. Facebook is not a “set-it-and-forget-it” marketing tool. It needs attention every day.
- Optimize your profile
Your Facebook page should look professional. Use high-quality photography for your profile and cover photos. If you use your logo, make sure it is sized correctly so fans can read it. Fill out all the sections you can including a summary about your company, website, phone number, hours of operation, cities you serve, etc.
- Share great content
Build an audience that is willing to like and share your content by posting timely and valuable information. A best practice to follow is the 80/20 rule. Only 20 percent of posts should be promotional or sales-oriented. The other 80 percent should be entertaining, yet industry-related.With Facebook now rivaling YouTube for daily video views, posting videos is an opportunity to showcase your company’s visual story. Create captivating videos that are interesting and relevant to your audience, such as the latest in tree care tips and techniques, or how homeowners or businesses could benefit from your tree care services.
- Run a contest
Who doesn’t like a good deal? To engage more Facebook users with your business page, consider running a contest. Ask fans to share a photo of a tree they want removed for a chance to win 50 percent off the service. Or, ask them to tell you what their favorite tree is for a chance to win a free pruning. Facebook does have a few rules you need to follow when running contests, so make sure to read them. Your local state or region may also have regulations for running a contest. Be sure to research those too.
- Advertise on Facebook
While you can reach a large audience on Facebook without being an advertiser, companies who pay for ads can reach an even larger — and more targeted — audience for a relatively small investment. Plus, you can target your audience based on location, demographics, interests and behaviors. You can even target users by uploading a list of email addresses, phone numbers or website visitors – but be sure you have the right to use that customer data per the privacy laws in your area.
- Measure your efforts
After a few months of consistent posting, look back on what performed well and what fell flat. Did fans like posts of your crew members on different jobsites or videos showing your use of a stump grinder? Were posts during the day or in the evening more popular? You may need to change the information you’re sharing to find what resonates most with your audience. Remember to post photos and videos which show safe and best operating practices to maintain your professional reputation.
Facebook is a valuable marketing tool for your business. Just as growing and caring for a tree takes planning and organization, so too does maintaining an effective Facebook page.
This article contains third-party observations, advice or experiences that do not necessarily reflect the opinions of Vermeer Corporation, its affiliates or its dealers. Advice or suggestions provided in this article are statements of general applicability that may or may not apply to individual businesses, whose circumstances and operations may vary.