Optimizing Your Facebook Page for Leads

Field Service Marketing: Optimize your Facebook Page for Leads

Put your Facebook page to work with these easy-to-implement conversion strategies.

With more than 2 billion Facebook users (about two-thirds of the world’s population with internet access!) your customers and potential customers are on Facebook. And if you’re going to be on Facebook, and you’d like to communicate with your customers, you need to make sure you set your Facebook page up for success.

This means your Facebook page should be set up in a way that makes it easy for existing and potential customers to contact you and request new work.

The basics of setting up your Facebook page

First things first. Before you start thinking about using your Facebook page to land new business, you have to have the basics covered. Make sure your Facebook page looks professional and does a good job of representing your brand.

For your page to make a good first impression, you’ll want high quality photos front and center:

Profile photo: We suggest you simply use your company logo. That’s what we do! It’s professional, builds brand recognition, and it’s easy.

Cover photo: This is the larger rectangular image at the top of your Facebook page. If you have a great photo that speaks to your work (a shot of a well manicured lawn, a sparkling clean home, a neat shot of intricate plumbing work, etc.) then load it up! If not, make it a priority to take a clear photo (no fuzzy photos please) at the next opportunity.

Don’t forget about the other important information that your potential customers would like to see on your Facebook page. There are a number of places where you can add additional information:

  • Basic Info (About)
  • Address
  • Business Hours
  • Website
  • Phone Number
  • Email Address
  • Services
  • Business Reviews (which are very important to showcase when building trust with new customers)

How to optimize your Facebook page for leads and conversations

So, your page has all the information your customers need and maybe you’ve even spiced up your page with some well thought out and timely posts. Now that you have the basics covered, it’s time to start thinking about ways that you can use your Facebook page to create conversations with new and existing customers.

Ultimately, you want to make it easy for people on your Facebook page to contact you. Our friends over at Unbounce refer to the resistance that visitors experience when trying to complete an action as friction. Avoid friction on your Facebook page! You should provide an easy way for your customers to contact you in a way that works for both you and them.

Let’s look at 3 key ways you can reduce friction on your Facebook page and make it easy for your customers to contact you:

1. Have clear contact information on your page

We mentioned earlier that you have the ability to add contact information. It might seem obvious, but it’s worth mentioning—make sure you have clear contact information on your Facebook page!

If your customers want to phone you, it should be easy for them to find your phone number from your Facebook page. If your customers want to email you, it should be easy for them to find your email address from your Facebook page.

Your phone and email address will appear in the right hand side of your Facebook page.

2. Connect with your clients through Facebook messenger

More than 1 billion people use Facebook Messenger each month, and Facebook makes it easy for your customers to send you messages right on your page.

You can check out Facebook’s documentation here on how to set this up for your page.

While this is a great way to communicate with your customers, and it’s becoming a more common way that people are communicating, It’s worth noting that if you’re going to enable Facebook messenger, you need to be responsive. Do not set up Messenger on your Facebook page if you don’t have a plan to check your messages and respond in a timely manner.

3. Add a call to action

A call to action is the main action you want customers to take when they are on your Facebook page. Facebook makes it easy to add a call to action button to your page so you can drive people to your website or, even better, give them an opportunity to request services right away.

If you’re a Jobber user, your Facebook call to action can be set up to go straight to a work request. This takes your clients to a form where they will type in their request, press submit, and you’ll get notified in Jobber. From there you can quickly convert the request to a quote or a job.

Jobber customer, Jake the Plumber, has a book now button that takes customers straight to a work request:

Jake the Plumber Facebook Page
Jake the Plumber, a Jobber customer, has linked his Book Now button directly to his work requests feature.

When a new or existing customer goes to your Facebook page, you want to make it as easy as possible for them to book in new work.

Follow the above examples and you’ll spend less time trying to communicate with your clients, so you can get to work!

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