Home inspection businesses of all shapes and sizes are well-served to create a comprehensive social media marketing strategy. Not only is social media marketing a cost-effective way to introduce your business to a large group of people, but it is a great vehicle to build a true relationship with prospective or current customers. With around 3.48 billion social media users around the world today, the opportunity set is massive.
That said, while the opportunity may be there, delivering value to your audience is a different story. This is especially true on a platform like Facebook. While you likely have a personal Facebook account and post pictures and status updates, creating compelling Facebook content for your business is a slightly different story. If done well, however, your organic Facebook content can lead to an influx of prospective customers for your home inspection business.
At Inspector Media, we spend a lot of time thinking about Facebook content creation and how home inspection businesses can leverage this game-changing platform to get more sales. What follows below are some tips and strategies that can help you create awesome content for your audience. By following these tips and consistently generating high-quality content, you will dramatically increase the odds that you generate more sales.
Creating Awesome Facebook Content
To start, one of the foundational principles of creating stellar Facebook content is to
You need to understand your audience’s wants and needs at a deep level. But once you do gain this understanding, you can create content that your audience finds extremely valuable. As just one simple example, let’s say that you have recently spoken with many customers who say that they weren’t sure how to prepare their homes for an inspection. You can take this customer feedback and create a post or video on addressing these concerns. Specifically, you can share some of the things that you look for on your inspections and how current and prospective customers can feel more prepared before the inspection occurs. You can even create a simple checklist and share it with your followers.
This is just one simple example, but the fact remains that you must know your audience at a deep, intimate level. Have a good sense of what kind of content they want to consume and deliver it to them. Without having this deep understanding of your audience, your odds of creating compelling content plummet.
From understanding your audience, you next want to
Video is an extremely powerful tool. You will want to include video posts in your Facebook content strategy. But that said, many content creators—including home inspectors—don’t know where to start with video. It can be intimidating, especially if you have not created video content before.
One of the best ways to get started is by focusing on testimonial videos. It is an extremely easy video to produce, as it only requires you (or a member of your team) to speak with a customer. The production value is much less relevant than the customer relaying his or her experience. Ultimately, a testimonial video is extremely effective because it offers social proof for your business. You have an actual customer sharing positive impressions about you and your business. New visitors to your Facebook page can immediately see that (1) you have customers and that (2) your customers have had great experiences.
Because of this, you definitely want to leverage testimonial videos—whether you are a new or experienced video marketer. Even better, see if you can record your testimonial video using Facebook Live, as this will give your video an even larger boost.
Finally, don’t hesitate to take advantage of
Nevertheless, this is only half of the coin. There is a tremendous opportunity to create content and connect with your audience by responding to their comments. Just think about it: members of your audience were moved so much by your content that they took time out of their day to respond to your post. One way or the other, they clearly feel passionate about your post. By engaging with them and starting a conversation, you start building a rapport. You create a relationship, which can better your chances of making that final conversion.
In truth, this doesn’t have to be that complicated. If an audience member says that they enjoyed one of your posts, respond by thanking them. If another audience member has a question about something you posted, take the time to respond. And if an individual has a complaint or says something negative about your business, think about responding in a rational, calm way.
Use your best judgment here. In sum, however, you do not want to let this opportunity go to waste. Responding to audience feedback is a great way to create solid connections, build your brand equity, and make more sales.
Escaping the Competition
Businesses of all shapes and sizes are trying to leverage Facebook to win new business. Some are more successful than others. Ultimately, we believe that the tips and strategies above can help you post compelling content to your Facebook page. Doing so will not only attract new prospective customers but will help differentiate you from your competitors.
If you are interested in learning more about creating awesome content for Facebook and other social networking sites, we encourage you to check out Inspector Media. Inspector Media is a company that helps home inspectors establish a dominant presence on social media. Whether you run a home inspection business that is just starting to establish an online presence or are trying to determine how to take your online presence to the next level, we are happy to offer our guidance and support. To learn more about how we can help you, feel free to visit our website.