17 Expert Tips On Using Social Media to Grow Your Business

17 Expert Social Media Tips

Everyone tells you you’re supposed to be on social media, but you have other priorities. Or maybe you’re trying to post but you’re running out of ideas to engage potential customers (and potential employees).

And sure you could run paid ads on Facebook—a solid strategy many other business owners have proven out—but where to start?

We interviewed Greg Villafana and Tyler Rasmussen, the brains behind the Pool Chasers podcast, and Rafael Valdez, Jobber’s Pay Per Click Analyst, on these two topics respectively.

Read on for the 17 top takeaways from our chats with them. Want to learn more? Check out their full Facebook Live interviews on our Facebook page:

Ask an Expert: Social Media Strategies with the Pool Chasers

Ask an Expert: How to Use Facebook to Market to Your Customers

This post is part of our #jobbersmallbizmonth series where we interviewed successful business owners and industry experts on the topics that matter most to entrepreneurs in the home services. Follow us on Facebook and Instagram to stay in the loop!

Their recommendations for using social media to grow your business

1. Making time for social media
2. Setting clear goals
3. Planning what to post
4. Turning social media followers into paying customers
5. Using social media to help with hiring
6. Using Facebook retargeting

1. Making time for social media

“It was always pretty inconvenient, because we have a job to do. Whether it’s servicing pools, repairing pools, building processes—we’re always kind of coaching our team and doing different things. It was really hard to really implement taking photos and doing video and different things like that. We just made time for it, and we knew that if we took a little time to take photos of certain moments, and video certain moments, and set things up to kind of create maybe a better moment for social media for photo, video, and all that kind of stuff, that we would just be at another level. That’s always really important.

I think, when you feel like you’re being inconvenienced, that’s where people are not willing to go that extra mile. If you can take the time to do that, I think you’ll really just kind of outdo your competition.” – Greg Villafana, Pool Chasers

2. Setting clear goals

Figure out what your plan is in terms of what you’re trying to accomplish through your social media account [Editor’s note: it could be hiring, awareness of your business, selling a specific service, etc.]. Kind of putting together a plan of who you are, where you want to go, and the types of jobs that you want.” – Greg Villafana, Pool Chasers

“When you’re going through a planning stage, you should ask yourself, ‘what’s the goal of my Facebook ads?’ Is it to get new leads? Or is it to build awareness that my company’s out there and we’re doing this. Maybe you’re not directly asking them to book your services right on Facebook, but you’re trying to get them to check out your prices.

If your objective of your ad is to get new leads straight from Facebook, there’s a feature that Facebook has to let you do that. If you run your campaign for 10 days, you can kind of see how many leads it brings in for you.

Then after you come get that baseline, you can kind of say, well if I, if I spend $300 and I got 10 leads. You know then that it’s a $30 cost per lead. Then you can say, ‘well I guess I’ll spend another $600 and get that same outcome again.

If your goal is ‘I just want my pricing page to be seen as many times as possible because I know anyone who looks at my pricing page is likely going to buy a service from me, then you can set that up as a custom goal in Facebook. Set it up so that anyone who visits my pricing page, count as a conversion. Then Facebook will show you: this many people have met your conversion criteria. “ – Rafael, Jobber

Hiring an Agency for Google Adwords
Rafael, Jobber's Pay Per Click Analyst.

3. Planning what to post

“Just go picture crazy… Get a bunch of different angles, because it’s not that you have to post it right then and there, but just build that archive of photos, videos, and shots of your team so that you can put it on there.” – Greg Villafana, Pool Chasers

“I definitely think, when we had Brothers Pool Service, the most engaged posts we had was our team together, or just maybe a technician that was by the pool or doing something like that…

If they get a review, it’d be really cool to actually take that technician’s photo and actually overlay the review text on top of it. I think it’s good for the employee. It’s good for everybody. Those get a lot of engagement. You’re taking two things that might get a lot of traction, and you’re putting them together. It’s really good.” – Greg Villafana, Pool Chasers

Want more post ideas?

We gathered a month of Facebook post ideas for you.

Check It Out

“Find inspiration [from other Instagram accounts]. What is it about these photos, videos, different things like that? What is it about it that you like, and how can you recreate it to make it your own?” – Greg Villafana, Pool Chasers

4. Turning social media followers into paying customers

“How do you turn a social media follower into a paying customer? Get their contact information. Don’t give them yours and wait for something to happen. I think that was huge… Jobber was always right there where we’d input it into our CRM and set up basic tasks to actually go to that property and do it.” – Greg Villafana, Pool Chasers

“Go into ‘Places,’ on Instagram, say, and [type in] ‘Scottsdale,’ to see the most recent feed of people in our city and what they’re posting. You get a feel for what they’re doing and the things that they care about. Here, it might be golfing, yoga, working out, and different things like that. There’s a lot of cool restaurants, coffee shops, and things like that. You kind of get an idea, as well, of, ‘Maybe I should go visit that place, and I can get a photo there,’ and people can relate to things like that.

Also, you get a chance to engage with them as well. If you see things going on that you can relate to, put a comment in there. Don’t go right in for that right hook and say, “This is my pool company. Call me at blah, blah, blah, blah, blah,” where you sound like a bot. Go in there and get that communication going. Who knows? Maybe there’s some good back and forth, and that’s all you need to do. Maybe you’ll get a follow, and a month, two months, a year from then, when they need your services, you’ll be right there.” – Greg Villafana, Pool Chasers

“I think one thing that Instagram and social media also does is it gets you customers through other professionals. It builds relationships between us and other pool professionals as well as realtors, landscapers, anybody that’s in backyards and has connections to people that are potential customers for us. If we build those relationships … different things that would give us leads.” – Tyler Rasmussen, Pool Chasers

“[Tell them in the comments] ‘I’m going to send you a direct message where I can get your personal information.’ You want to leave those comments in the feed so that other people can see that you’re getting some traction and you’re making moves, but also you respect their privacy, and you’re moving the conversation through direct message. You’re setting an example.

Maybe people see that, and they’ll send you a direct message and be like, ‘Hey. I saw what you had going on in this thread [and I’m interested to learn more.’ That’s just the way that the process works, where they’ll see that and they’ll say, ‘I’ll just send them a direct message so that we can set up an appointment or something.’ – Greg Villafana, Pool Chasers

5. Using social media to help with hiring

“Being transparent through social media, and showing what your company represents, I think looks really enticing to a lot of future employees.” – Greg Villafana, Pool Chasers

“People that are attracted to those type of positive things [that you can work into your social media feed], as Greg just talked about, they are more likely to be A players, because they’re going to be ones that want to be positive, want to be happy, and want to enjoy where they work. It’s a big part of getting people. It also helps deter some of the people that don’t want to be that way.” – Tyler Rasmussen, Pool Chasers

Pool Chasers speaking at the Western Pool and Spa Show
The Pool Chasers sharing their advice with attendees at the Western Pool and Spa Show.

Working with a budget

“One of the reasons Facebook is a really interesting advertising channel is because you can put out an ad and if nobody actually interacts with it, you’re not going to pay for that. You only pay when someone clicks on your ad.” – Barret. Jobber

“You should definitely spend what you are comfortable with to test it, but you also need to give it a fair chance. So if you only throw $10 into it, then it might not be a very fair test. Especially if you’re in a very competitive space. If everyone in your area and industry is doing Facebook ads and you only throw $10 into it I don’t think you’ll really see a good return on it. But if you throw in—I’m just going to throw a random number out there—$300 and you’re in lawn care and no one is really advertising for lawn care services, you should do pretty good.” – Rafael, Jobber

6. Using Facebook retargeting

“You require a minimum of 1,000 customer emails to run a campaign on Facebook targeting those exact customers. But let’s say I have 200 people in my database: You can create a ‘look-alike’ audience—which targets other people on Facebook who are similar to your 200 customers—and it’ll triple, even 10x the number of people you can reach.

It’s a great source to know that you don’t have to put a lot of work into targeting or worrying about ‘I want this demographic.’ You can kind of just say to Facebook, ‘Hey, this list, I want to find people just like them.’

You just walk into ‘Ads Manager’ on your Facebook page—it’s a section on your business Facebook page that is pretty easy to find. It has a really good step by step process. It will dot your t’s and cross your i’s for you.” – Rafael, Jobber

“I feel like if you’re a business owner, you’re probably interacting with customers all the time. You can kind of gather that your target age range. If you have these look-alike audiences, you can put in restrictions like, ‘this is my look-alike audience, but I also want them to be within this age range.’ – Rafael, Jobber

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