For the average small business owner, the rest of the sentence is ” … Nothing.” That’s understandable … for now. Business owners are still either trying to figure out how using Facebook could help generate leads for the business or they ignore Facebook as a marketing tool altogether. Many small business owners in the home improvement business have yet to determine if or discover how Facebook might be an effective lead-generation tool.
An Untapped Source for Home Improvement Lead Generation
Facebook and social media are still fairly new entities. The popularity they enjoy is based on social interaction. Because much of that interaction ranges from foolish to absurd and argumentative, it is easy to get the impression that it is not an ideal platform for finding new leads. While we have your attention, take a minute to follow this logic:
- There are literally millions of people on Facebook.
- Hundreds … perhaps thousands are within the geographic range of your business.
- The traditional cost of finding legitimate leads among those area Facebook users using any other method is typically cost prohibitive in terms of acquisition and conversion cost.
Although part of the equation is the ratio of conversions to contacts, the expense is in paying for the up-front medium used to make contact.
A Misunderstood Source for Home Improvement Lead Generation
When some business owners hear the word “social,” they fail to hear the word “media.” Dictionary.com defines media as “the means of communication, as radio and television, newspapers, and magazines that reach or influence people widely.” Forget the social part. Focus on Facebook as a media resource that is able to “reach or influence people widely.” It is only then that something more than nothing will happen on your business’s Facebook page.
A Potent Media Source for Home Improvement Lead Generation
Here is a list of reasons why Facebook could become your business’ most powerful lead generator.
Exposure is free. All you need to do is create a page. Granted, all that gives you is exposure, but letting people know that you exist is the first step in lead generation.
Likes are free. Encourage current customers to like your Facebook page. Provide a loyalty discount for those who do. Their liking your business on Facebook promotes your business on Facebook.
Groups are free. Create a group. Invite your customers who are on Facebook to join. Invite your customers who aren’t on Facebook to get on Facebook and join. Create and promote specials and special events for your group. Encourage your current customers to invite their friends (leads) to join your group.
Advice is free. Use your Facebook page to offer home improvement advice. This will help to establish you as a trusted authority. People are attracted to trusted authorities. Some of those people may be ones that your current customers have invited to like your page and join your group.
Content is free. The advice you share can come from other sources. Just be sure to cite them when you use them. Potential leads will appreciate both the advice and your willingness to share it.
Consider using Facebook for lead generation. It is at the leading edge of a new generation of media. Its potential for small business should not be overlooked. The simple advice we have shared today is just a start, but it may be all the start you need. If you will take these simple steps, you may soon be saying, “You won’t believe what happened on my Facebook this week!”
Our business is to help you learn more about successful home improvement lead generation. If social media is intimidating or if you would like additional assistance in its effective use, we urge you to contact us. That’s why we do what we do.