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When it comes to social media, the building industry as a whole has been fairly slow to recognize the impact of this effective marketing tool. Findings and best practices show that one of the best ways to connect with your B2B or B2C audience is through meeting them where they’re at—social media.
More than just a post here and there, in this piece, you’ll learn the importance of creating a strong Facebook presence for your business and how you can grow awareness and interest in the products you carry with a cohesive content calendar with both organic and paid social posts.
The case for embracing Facebook
Deciding to advertise on a social platform is a crucial step in growing your business within the digital space. As the platform used by the widest range of American adults, Facebook is the most powerful social presence your business can have. In fact, 69% of adults in the U.S. are using Facebook, and you may have heard that usage is increasing amongst most age groups. This creates a huge opportunity for you to get your brand in front of your existing and potential customers, as 89% of buyers are more likely to purchase from a brand they already follow on social media.
Most importantly, your customers are looking for you on Facebook. You may be surprised to learn that it’s ranked as the second most used search platform, just behind Google. Not to mention, people are also using the platform to find and interact with businesses with over 600 million business page visits every day. This is why it’s important to shift your perception of Facebook as just a social platform—as it also acts as a business listing.
How to be successful with Facebook
Here are a few manageable steps that can help you maintain your Facebook profile.
Step 1: Treat your page like a business listing
Since your brand’s Facebook presence doubles as a business listing to social users, your existing and potential clients should be able to find you, as well as your address, operating hours, reviews from customers and content and news updates in your regular posts. It’s always good practice to have a fresh set of eyes to make sure everything in your listed information is easy to find and accurate.
Step 2: Designate a person
Next, you’ll want to identify someone in your company to maintain, monitor and organize your Facebook page. This person should have a strong understanding of your business and can be trusted to represent your brand in the best light, as well as have the time to commit to managing your page.
Step 3: Set that person up for success
No matter who you choose to be in charge of managing your Facebook page, the important thing is to set this person up for success by giving them the power to take creative liberties and trust in their ability to act as the voice for your social business listing. However, accountability also plays a crucial role, so it’s important to clearly define expectations, define which content topics are okay to use, and let them know the frequency in which you would like them to post. One of the excellent ways to not only proof posts and have a consistent schedule, is to build out content calendars full of organic posts in advance.
Step 4: Create content
Now, the fun part—creating a voice and presence for your brand through content to be used in your Facebook posts. Wondering how to get started? A great way to get ideas is by taking a look at what your competitors are sharing, as well as what others are doing within the industry. Sharing about the people in your business also reinforces the “who” of your business—many people love to see employee milestones, new hires and fun company event outings. This will ultimately humanize your brand, especially in an industry that is so face-to-face and built upon strong relationships. Another great way to further cultivate those relationships is through sharing projects from builders and architects who have used your products by re-sharing their posts or giving them shout-outs, as well as continue to network them through likes and interactions with their page.
Step 5: Respond to comments
Many Facebook users say getting a response is “very” to “extremely” important from a brand they interact with. It’s also crucial to avoid shying away from a customer complaint or bad review, as this is an opportunity for your brand to build their reputation and customer advocacy. By not responding to comments both negative or positive, it reflects poorly on your brand and risks the potential of decreased customer advocacy.
Step 6: Pay to play
Consider “pay to play” as an essential way to advertise on Facebook. Since Facebook has started turning off the ability for your organic posts to reach the maximum number of people without using paid or boosted posts, you can’t reach as many people as you want or need solely through regularly scheduled daily content. One capability that Facebook has added with their new transparency settings, is to see which of your competitors are running ads on the platform by going to their Facebook page’s transparency settings. This will allow you to make informed decisions when it comes to creating boosted content, as you can see which ads your competitors are actively running.
A great way to further advance your audience reach is through ad campaigns on Facebook. Advertising on Facebook is very scalable and accessible and is often times more affordable than other forms of traditional media. Another benefit is that Facebook ads are highly targeted, so you know with certainty that you will reach your key audience as you can hone in on specific professions, interests and demographics.
Ultimately, Facebook can drive REAL results for your business, no matter if it is B2C or B2B. By treating your page like a business listing, designating a person to manage your page and setting them up for success, creating content, responding to comments and paying to play—you will see growth in your bottom-line.
Interested in learning more about how you can implement social media in your brand’s marketing mix? Join the free live webinar, How to Get REAL Results with Facebook, from Feeney on Tuesday, February 16, 2021 at 9:00 a.m. PST!
Have a conflict at that time? You can still sign-up for the webinar and receive a recording to watch at a later, more convenient time!
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5 Baer, Jay. “The 5 Social Media Customer Service Stats You Must Know.” Content Marketing Consulting and Social Media Strategy, 30 June 2016, www.convinceandconvert.com/social-media-research/5-social-media-customer-service-stats-you-must-know/.