7 steps to build a Facebook marketing strategy for Contractors
1-SET GOALS & Metrics
Must know what, exactly, you want social to achieve and how to measure success. Example goals: Drive website traffic, Brand awareness, Brand engagement, New leads, Build a community, Establish authority & expertise.
(1) What challenges have you had so far with social, where do you feel your efforts aren’t working and why? (2) What solutions will surely overcome those problems? (3) Analyze your competition. How are they creating high engagement? Are there areas where you are doing better than them?
(1) Create a strong list of relevant keywords based on current engagement, competitor analysis, and social listening. (2) Research your target audience. Seek to understand their social habits, likes, trends, pain points, etc… (3) Determine and match your brand voice with your target audience. (ie…Passionate, Quirky, Playful, Authentic, etc…)
Though it is often overlooked, your page profile is vital. You want a compelling profile and cover picture (we like to create cover videos). You will also want to fill out EVERY field in your about us sections. Add contractor services with relevant keywords.
Create a plan, build a campaign, set a posting calendar, and establish an advertising schedule. This will include more research on content, trends, industry news, audience, etc… Decide what types of posts you will build your focus around (more on the following page about post types.)
Do the plan. Create the content. Shoot and edit the videos. Engage in groups and with your audience. Respond. Be Social.
Now that you have some data, let’s analyze it. Did you reach your goals? What posts types had the most engagements? How did your ads perform? Make adjustments and repeat.
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