A Secret Formula That Will Drive Contractors Sales And Supercharge Results

There's a big misconception that no one cares about seeing something like construction projects on Facebook. But for many construction companies, social media marketing can be another vital took in your arsenal when it comes to inbound marketing.

 When used properly, you can harness social media marketing to grow your company and deliver qualified leads.

Some construction companies I've talked to are reluctant to jump into Marketing on social media. If your company interacts directly with consumers or homeowners, it can still feel like an unnatural fit.

Although word of mouth can be an incredibly effective marketing tool, social media platforms like Facebook can expand your reach by connecting you with customers who maybe aren't too familiar with your company.

Facebook ads allow you to customize the audience for every campaign. You can narrow down who sees your ads by characteristics such age, location, and other demographic information. 

This means you know the people who are most likely interested in your construction company

Then, you can make sure your ad is right in front of them.

“How Do I Start?”

Many contractors advertise on Facebook by purchasing a ‘boost’

It’s fast, easy, and even sometimes yields results.

A boost is Metas way of getting you to spend cash to promote your page without any of the technical difficulties.

It sounds easy and fast, right? You just set a budget, and it shows your post to tens of thousands of people. Simple.

Now you'd probably think, “100K people saw my post. I have a huge reach now.”

As each day passes you see the reach and views keep going up, but something feels a bit wrong.

You don't get messages from leads, you don’t get more traffic to your site, and you don't get any conversions.

Here is the catch….

Marketing Manipulator

If your only goal is to get views and likes to your page, then sure… Boosts are a cheap and simple way to get them.

Buuuuuuut, that's not why we're here. We don't care about showing off on social media. 

We need Qualified leads. We need conversions. We need Money-in.

If you know how Facebook works behind the scenes, you can reach the exact audience you need and show them the exact offer needed.

And for this you don't post and ‘Boost’ it. You create Ads in the Meta Ads Manager.

The Ads Manager does not look like your simple boost button.

There's buttons, screens, numbers everywhere… It's like flying a plane.

But before we get into all that juicy stuff. There are a few things we have to sort out.

The Foundation To Your Ads

For ANY ad you create, there are 2 things you need to decide on.

1. The message- “What are we showing?”

2. The audience- “Who are we showing it to?”

This is crucial, since you get results, only if you write a message, for the right audience.

So what makes up a good ad?

1. Headline

The headline is the Hook that must FORCE prospects to pay attention. It should make them stop scrolling like a robot, and pay attention to your ad.

Since everyone today has the attention span of a drunk lizard, you only have a split second to grab their attention.

2. Copy

The ad copy is what comes after the headline. Once you have them hooked, you have to talk about what's going on in your ad.

Don't have long, wordy copies that sound like AI. Ask yourself if you would say the same thing to a person in a bar, cafe, or wherever you like to go out.

Keep the copy short, simple, and “relevant” to the offer.

A good copy should lead to the close. It should convince 

3. Creative

Creatives are videos, photos, photo carousels you add to your ad.

Again, keep it relevant to the copy and use it to show extra value to your prospect.

For example if you run a Construction company, you could add a few of your jobs you've done recently. Showing before and after pictures.

Creatives are also a great way to showcase testimonials.

4. Offer/ CTA

The offer is what your customers do after the ad.

Depending on your business, it could be a store visit, a consultation call, form-fill, etc.

For example, an E-Commerce store should take their leads to a store page, and a Digital Marketing Agency should get them on a call. 

It's important to make your offer “easy to click” and “reasonable”.

Put yourself in the shoes of the customer and think, “would I take this offer?” 

Do you give your prospect a fair reason to click on that? Is there some value for them already?  

The “ask” in your offer must be easy to say YES to. 

Prospects don’t care at all about our business, so if you ask for something like a 30 minute call, it doesn’t make ANY sense. 

Once you get these 4 points sorted, look at who we’re showing the message to

5. Audience

We can't just target “everyone”.

It doesn’t make sense. Your ad gets shown to “everyone”, your cost-per-lead is high, and you've wasted your money.

Instead, we try to figure out who is most likely going to buy our product or service. Figure out their age range, gender, interests, location, and we set it all up in the Ad manager.

An example I like to use is video games.

Sure, everyone loves video games. But if you are selling a playstation, “everyone” won't want to buy it.

So set up your ad in a way you can reach the right audience. 

Now go out there and be fruitful. With your content obviously. Or be fruitful in another way. It's all good. I'm sure you're a responsible adult.

Talk soon,

Aaron