The average service business relies on a number of marketing channels to reach their customers. Pay-per-click advertising, directories, referrals, letter drops, radio ads, billboards, local sponsorships - there is no shortage of advertising options out there to help your business gain exposure and drive new leads.
However, the problem with many of these channels is that they are broad - the can be hit and miss, and expensive. An often overlooked advertising channel, Facebook Ads, provides the ability to create highly targeted ads that get your business in front of the right potential customers - and if you execute them well, these ads can be relatively inexpensive compared to traditional mediums.
Defining your target customer is key to success with Facebook Ads. Let's say you're a handyman service in Southern Florida.
You may have found that a large part of your customer base are retirees - who either don’t have the skills, the mobility or the inclination to do the odd maintenance around their homes. With Facebook ads, you can choose to advertise to these people within a set radius of your local area, and hit them with a highly targeted message that speaks to their specific needs.
It's relatively simple and straightforward to set up targeting with Facebook Ads. Let's say your service area is Spring Hill, Florida, and you would like to target people who are 55+ living within 10 miles of your service area - here's what your targeting would look like in Facebook’s Ads Manager:
As you can see in the above image, your ad could potentially reach 60,000 people who fit this target audience.
But let's say you want to get even more specific with your targeting - Facebook Ads allow you to go deeper then location and age alone, and allow you to target based on a number of lifestyle factors.
Now, we certainly don't want to stereotype, but let's say your handyman business gets really good traction with people who are widowed - they don't have a partner to help them around the house, and need an extra set of hands. You can include that in your targeting options to create an even more targeted audience:
With these settings, we have created a hyper targeted audience of 1,500 individuals. This allows us to really fine-tune the messaging to our specific audience. Incredibly powerful (and possibly, just a little bit creepy)
We highlight all of this to show you the power of Facebook’s ad targeting - it’s one of the reasons why Facebook has been getting into trouble with privacy issues - they know so much about their users that it can sometimes feel a bit scary.
Another great benefit of Facebook Ads is that is makes it easy for your potential customers into interact with you and contact you without leaving the Facebook app (90%+ of Facebook users use the cell phone app).
What exactly is a Facebook Lead Ad? This type Facebook ad shows people a form after they click on your advertisement. This form pops up within the Facebook app so people don’t have to visit your website to fill in a form. The beauty is, the form gets prefilled with the persons’ profile details, so they don’t have to struggle to complete a complicated form on their small mobile device.
When someone from your target audience sees this ad in their Facebook news feed, then they click on the “Get Quote” button (or anywhere else in the ad for that matter), they will see a form (that you can customize). The result might look something like this:
As you can see, the email address, phone and first name fields (below the phone number) are automatically populated with profile data. All the person needs to do is add a short description about the job they want done which will help you qualify them as a potential customer. In case you missed it in the video, here’s what the form looks like:
You've gotten all those great leads from Facebook - now, how do you access them?
This is the only annoying bit about Facebook Lead Ads. Facebook saves the data to a CSV file (basically a spreadsheet formatted file) that lives in Facebook’s Ad Manager interface. You have to manually log in to Ad Manager, download the file, open it in Excel or Google Docs, then follow up with the lead via phone or email. Not great for prompt responses to inquiries.
Fortunately, there's a better way to manage this data and ensure you are promptly responding to potential customers. With LeadSync and ServiceBridge integration, you can get Facebook Leads sent to your email inbox, and/or added to the Actions > Leads section of ServiceBridge. From there you or one of your team members can follow up on the leads quickly, and help turn them into paying customers
Want to learn more? Here's a how-to guide on using LeadSync together with ServiceBridge
If you’re not currently using Facebook Ads I encourage you to give it a try; not only do ads show up in the Facebook news feed, they can also be displayed in Instagram feeds. If you want to DIY (as handymen do), the best place to start is via Facebook Business.
Happy hunting from your friends at LeadSync and ServiceBridge!
Luke Moulton has been a digital marketer for the past 15 years. In 2016 he foundered LeadSync.me, an application to help get Facebook Lead data into CRM’s and email marketing platforms so businesses could more readily follow up with potential customers.
Everyone wants to grow their business and get more leads – with LeadSync and ServiceBridge, you can turn Facebook Advertising into a powerful marketing channel for your service business.