At Plumbing Webmasters, we work with numerous plumbing contractors across the country as they work to streamline their social media marketing efforts. Time and time again, we see that familiar light bulb go off as they realize the power that social media platforms (particularly Facebook) offers for their plumbing SEO and advertising efforts. Because of the enormous marketing power that the tech giant offers professionals around the US, our team developed a handy guide for getting more out of your Facebook business page!
Keep in mind, these tips may work for other social media platforms too. If you read along and think “Hey, this could work for my Twitter Account!”, go for it.
Pro Tip #1: Share (and Re-Share) Content
Nothing adds fresh life to your website like rich visual media and informative guides. Google loves this type of content! With thorough plumbing SEO and proper formatting, your content may earn a spot of the top of consumer SERP results as a featured snippet.
Then again, there’s only so much real estate in your plumbing company website. Sometimes there’s simply no room for that high-quality video of a recent project. Your Facebook business page offers a perfect place to showcase your most attractive work that (for whatever reason) can’t be posted to your blog or gallery.
Unless your company blog already has a substantial following, content rarely travels beyond the page. That doesn’t mean it doesn’t offer valuable results! Much of Google’s ongoing website evaluations depend upon a steady stream of new content. Facebook offers an environment much more conducive to sharing your best materials. That includes both organic sharing and paid advertising.
A New Content Lifecycle
The plumbing industry rarely experiences dramatic change, at least on a year to year basis. That means that practical guide or homeowner savings blog you wrote last year (or even two years ago) still offers great value for your clients! It simply needs updates. One of our favorite tricks at the Plumbing Webmasters is taking outstanding, but aged content and refurbishing it. For instance, we grabbed an older guide, updated the content, added invigorating visuals, and re-released one of our favorite plumber SEO guides (Your 2019 Plumbing Content Strategy).
So how can your business take advantage of this convenient trick?
Recycling Old Content on Facebook
- Step #1: Take any well-performing content from previous years.
- Step #2: Review the material and make updates for the current year/audience.
- Step #3: Add fresh keyword optimization. Target hot questions from People Also Ask.
- Step #4: Infuse fresh visuals, including diagrams, photos, and/or infographics.
- Step #5: Re-post on your company blog page.
- Step #6: Take the new version and post it to Facebook (minus any internal site links).
Pro Tip #2: Build Your Brand
Think of your Facebook business page as the younger brother to your company website. No only does it offer your customers valuable information about your operating times, reviews, etc., it also provides you with opportunities to enhance your brand image! The three most essential qualities you can convey about your business are expertise, authoritativeness, and trustworthiness. Also known as the E-A-T factors, these traits promote deeper interest with prospective clients and higher rankings on Google SERPs.
So how can plumbing contractors use their Facebook business page to create stronger relationships? Look for activities that naturally develop your E-A-T factors! Below, we identify ways to develop your Facebook profile in a way that emphasizes these qualities.
Does your plumbing company offer the necessary credentials and experience to warrant a higher ranking on Google SERPs? That’s the question that the search engine tries to answer every time it evaluates content from your website. After all, directing people to an un-certified professional would reflect poorly on Google’s listing capabilities. That’s why plumbing contractors must properly showcase their…
- State License(s) and/or Certification(s)
- Brand Certifications
- Training Certifications
- Related Association Membership Badges
- Years of Experience
All of these website elements show that the company and employed individuals offer the necessary expertise to provide quality service. Your Facebook business page deserves the same treatment. After all, some homeowners shop exclusively through Facebook. Be sure that your certifications and licenses are featured prominently on your Facebook homepage (or under a “Licenses” page). Likewise, anyone creating blog posts or having content posted under their name should also have their credentials visible at the top or the bottom of the page in a brief bio.
Who would you trust more: a master plumber with 20 years experience or a hobbyist with no certifications? Expertise focuses explicitly on the qualifications of a business and employees. According to Google’s Search Quality Evaluator Guidelines, authoritativeness examines the website as a whole, the content within, and the authority of the plumbing contractors.
Questions Google Might Ask
- Does the website incorporate professional design with competent navigation?
- Does the content link to authoritative industry sources?
- Does the site review and refine content on a regular basis?
- How often does the site produce new content?
- What are the content developer’s qualifications on the subject?
- How many other sites link back to material in this website?
If your business has already been around for years, odds are you and your employees already have significant industry knowledge that’s worth sharing. Share your professional insights (or have a content writer ghost-write them for you) in a simple guide. Just make sure you proudly share your credentials in certification form or in a bio (as in the example above). Authoritative content shared by an experienced industry authority: that makes for good plumber SEO and great shareability!
Trustworthiness offers a bit of a conundrum. On one hand, you can easily spell out the various activities and qualities necessary to earn trust. On the other, building rapport with followers and customers takes genuine effort and (often) a lot of time. The fastest way to prove your company’s trustworthiness is to let your happy customers lay the groundwork!
Of course, you’ll have to ask for reviews to receive them! If you haven’t already, try creating a special “Please Review Us!” card (or text program) that your professionals can distribute to customers after a job. Facebook page is the perfect place for reviews for many reasons.
Why Facebook Business Reviews are Awesome
- They’re prominently featured across each page.
- Customers tend to speak more informally.
- Your business can easily write back to customers to thank them.
- Facebook reviews can be easily seen by Google too, affecting trust ratings.
While it may be tempting, never erase negative reviews unless they contain inappropriate or hateful speech. Show a clear, thoughtful attempt to address any unhappy client posting in the reviews. An unhappy review here and there actually creates a sense of credibility that you wouldn’t have with only 5-star ratings.
Pro Tip #3: Generate Additional Leads
With over two billion active users on Facebook, no other social media platform offers such fantastic opportunity for developing leads away from your website. As we mentioned before, your Facebook business page provides a capable second outlet for connecting with potential clients. To support plumbing contractors and professionals in other industries, the social media giant provides incredibly sophisticated analytical tools too! Perhaps the most important tool is Facebook Insights.
What sort of information do you have at your disposal?
Think of this analytical tool as a report card for your Facebook business page, but one that offers infinitely more detail. Your social media marketing team can easily track performance, outreach, and engagement with your target community. The platform also makes it easy to take your most popular posts and turn them into paid advertisements via the “Boost Post” feature. Do you have a particular video or guide that people just go crazy for? Try turning that content into an ad and target your geographical area.
Speaking of targeting, a huge percentage of wasted ad budget can be traced back to campaign / target mismatch. You have the right promotional message but the wrong audience. With Facebook’s ability to deliver pinpoint targeting (demographic, monetary, industry, etc.), you can rest assured that your advertising shows up in front of the eyes you want to see it. Now you can reach new markets you’ve been dying to test.
To learn more about Insights and other invaluable tools, check out the Facebook Business page!
Plumbing Webmasters & Social Media Marketing
Feel like your team has neither the time nor the energy to successfully manage a Facebook business page? Our team at Plumbing Webmasters would love to help! Our social media marketing team specializes in building long-term engagement and optimizing your page for search. We also target those essential E-A-T factors (expertise, authoritativeness, and trustworthiness) to expand your business online. Clients regularly experience faster lead development, increased ROI on ad spend, and superior plumber SEO development.