Facebook Part II: Marketing Your Page

March 1, 2011
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Last month we looked at how to set up your Facebook page. Here’s where it starts getting good: now that you’ve got a Facebook page set up, it’s time to market your page and use it to get clients.

Making Friends on Facebook

Whether or not Facebook works for your cleaning business is largely based on the number of Facebook “friends” you have. Without friends, Facebook has little value. So after you get a few posts and pictures put on your page, start soliciting right away for friends.

Type your city name, suburb, or state in the search function. Keep clicking on “See more results” until you find people or business you want to “Add as a friend.” Know that you can “Like” a business too, but adding them as a friend is much better for your Facebook marketing because friends can see your posts and messages.

Another way to get friends is to include your city name in your Facebook username. This will help other businesses seek you out to become friends with, thus having some of the friend-finding done for you. Most of these friend requests will be other businesses that are trying to add friends, just like you are. But the more friends you have the better you look on Facebook, so go ahead and accept their friend requests.

Put a Facebook button on your website that leads directly to your Facebook page. This shows site lurkers you are active on Facebook. Plus, it helps your clients and web lurkers connect with you.

Mention your Facebook profile in your snail-mail client newsletter as well as your email newsletter. When you send out a client newsletter, make mention of your Facebook page. In your email newsletter, put a direct link to your Facebook page. Those who know and love your company will seek you out to be friends on Facebook.

Mention your Facebook profile in your advertisements. This won’t be as effective, because your cold prospects aren’t as likely to search for you on Facebook. But when you have room in larger ads, by all means include your Facebook address as an additional way for people to find out more about your cleaning business.

The more avenues you give prospects to contact you, the better your results.

Keeping Friends on Facebook

Let’s think for a moment why someone would want to become friends on Facebook with a cleaning business:
  • Someone looking for special cleaning offers
  • Future prospects looking for more information about your company
  • Current clients who just want to keep in touch
Give them a reason to visit your Facebook page. Here are some ideas to post there: Announce cleaning specials for Facebook friends only. If you like, you can include other clients or email newsletter subscribers. But do something to make these specials exclusive. The specials could be for a dollar amount off a particular service or they could be something like, “Mention you’re a Facebook friend and get FREE fabric protection in one room we clean.”

Give educational tips. You can write up some quick tips on what to do to remove urine, ink, soda, or wax. You could write a quick tip of the week for maintaining carpet, tile, hardwood, or natural stone. For dual purpose, you can take some of the same information and use it in your email newsletters or on your website. Educating your prospect puts you on a pedestal and shows you are the expert.

Use contests to create a viral buzz. What if you gave away free cleaning for life? Would that create a buzz in the Facebook community? You bet it would. I have a client who used this strategy and built the core of his business on it. He got tons of free press and publicity.

Create a contest with a big prize and people will pay attention to what you’re doing and they’ll tell their Facebook friends about you. And of course, to enter the contest, they would have to be your friend.

If you’re working on a large or unusual job, post about it. Perhaps a popular local restaurant had a fire and you were called to do the restoration. Maybe you handled a large pet urine job and saved your client from carpet replacement. It could even be about your latest marble polishing job. If it seems appropriate, post about it. This gives big credibility to your company and it helps your clients and prospects see more about all the different services you offer.

Pictures can help tell your story. Your Facebook page would be really boring without pictures. No one wants to read a bunch of text. Take pictures of anything relevant to what you’re posting about. Pictures of a cat urine stained corner or red wine spill may seem boring to you. But your clients don’t always know these are removable. Post about it and add pictures for more dramatic effect.

Post videos of completed jobs, client testimonials, cleaning tips, employees, company news, contests, or anything else about your company. Videos help to show instead of just tell about a subject. More so than pictures, many people are captivated by video. Carry around a cheap video camera and use it any time the opportunity arises.

It’s important to not stick with just one strategy. You really need a variety. Some people may want lots of tips on spot removal while others only want to see your latest cleaning specials. And remember not to post too often; once every week is usually plenty. You don’t want to get de-friended or have your messages ignored.

Do something attention-getting with your Facebook page. This will help add and keep friends. And more importantly, it will help translate Facebook friends into faithful paying clients for your cleaning business.

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