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Facebook is a hugely powerful tool for marketing your business – even in large-scale sectors like home-building, you’d be surprised how effective a good Facebook campaign can be for getting your work in front of the people who need it, and generating leads. Here are a few tips for how you can use Facebook to create a steady stream of leads.
Facebook offers a variety of advertising options, and you’ll need to pick the ones that can help boost your business the best.
Take a look at the list of options: some, like ads that improve event participation and encourage app downloads, may not be the best choices for your homebuilding business, but consider using ads that create awareness about your brand among your target audience, drive more people to your website, collect leads for your company, and increase the conversion rates for your business.
As always with a marketing campaign, you need to take a minute to define your goals before you start making decisions. This makes it easier for you to choose the best option to get the result you need, and makes sure that you’re not wasting money or time on an ad campaign that won’t reach the audience you want to reach.
One common mistake is to think that creating multiple ads is all that you need to do to reach more people and generate more leads.
Facebook is a lot more specific and powerful than that; but that means you need to think about how you’re going to use the insights that Facebook gives you to actually reach the audience you want.
Your Facebook ads won’t work unless you have a clear plan for who you’re trying to reach – what kind of person, in terms of age, interests, economic profile, location, and other factors; whatever it is that you’ve learned your customers generally have in common, and then working out what to say to them to convince them that you’re the right choice for them.
Do they need beautiful images? Do they appreciate humor? Do they want discounts?
Another regularly overlooked segment is the potential that lies in reaching out to people who have already shown some interest in your brand.
This doesn’t just mean reaching out to old customers; you can see who has Liked posts you’re hashtagged in, where they are located, and other information that they allow Facebook to access and use for targeting ads; or even use Facebook to understand how people are using your current site.
By installing a tool called Facebook Pixel on your website, you can see important market information about the people who are coming to your site, even if they don’t reach out to you for a direct enquiry.
You can then create targeted ads that show up on the Facebook feed of the people who have already visited your site. Remarketing, as this is called, is an effective way to keep people interested in what you have to offer, and stay in their field of view.