When we are working with our construction & home service clients, there is always the question of Facebook Ads versus Facebook Posts. What are the differences and benefits of using either or both of these?
Facebook Posts versus Facebook Ads
Facebook Posts reach only a portion of the people who follow your page. Typically it is less than 10%. Your customers who interact with you more have a better chance of seeing your posts. That means that if Suzie Homeowner “likes” or “comments” regularly on your posts, she will see them more often. That’s why it’s good to have an engaging page. The more people who engage with your posts, the more will see them!
⅔ of Facebook users across all countries surveyed say they visit the Page of a local business at least once a week. Posting regularly shows that you are active and invested in potential customers. We recommend posting a minimum of 3 times per week on your construction or home service Facebook page.
Posting regularly also drives engagement on your page (so that Facebook then shows your posts to more of your audience). The people that follow your page can like, comment, and share your posts.
Posts are only shown to your customers once. They stay on your page but unless your customers are scrolling through your page they will only see your posts if they are active with your page.
Ads reach whoever you target. It can be something simple as a few cities near you or the entire country. You can get very targeted! As an example: you can target women, age 45-65, who are in the top 25% household income (a popular targeting setup for our remodeling clients) You reach a much more specific audience than just a post would reach.
Ads can drive awareness and outcomes you are looking for – you have more control over the results. Outcomes can be anything from website visits to page likes to phone calls and more.
You can retarget ads to people that have visited your website. They are warm leads and can be the difference between someone choosing you over your competitor.
Based on your targeting, ads can appear to your prospective audience multiple times. This is great because most contractors have a longer sales process and it can take multiple times for a potential customer to see your ad before they take action.
If you want to enhance your social media and your marketing, in general, we would love to chat with you. Contact Us today for a free strategy session!