9 Ways Facebook Groups Will Help Build Your Domestic Construction Marketing.
The difference between a Facebook Page and a Facebook Group.
PAGE: Specific to your business for you to promote your products and services. A way to build brand awareness and direct people to visit your construction website.
GROUP: Designed for folk with common interests to connect to each other.
Make sense?
A PAGE acts like your ‘website’ on Facebook.
You’re in total control of what goes on there and what comes down.
When you are posting in someone else’s GROUP, you don’t have that control.
And the contents inside isn’t all about you.
But does that mean you shouldn’t factor in Facebook Groups to your construction marketing plan?
HELL NO!
Facebook Groups can be a FANTASTIC PLACE to build your brand and business.
I’ve seen it for myself.
Where local Trades have clubbed together and actively recommend one another in specific Groups to the local community who are asking for help in that specific industry. I.e. Electrical.
So before you think Facebook Groups are a total waste of time, I want to share with you why you could be missing a big trick by NOT using them at all (or properly) as part of growing your domestic construction business.
Hold onto your hard hats as here we go….
1. Increase visibility for your construction marketing in your geographical area.
You will likely notice many Groups with names like this.
Enfield Matters.
West Hampstead Community.
Bushey Mums.
Yes, that last one is real. (It’s a place near Watford in case you’re wondering).
Where a geographical location is in the Name so that residents who live or work in that area can easily find the local community to connect with.
This is GREAT for your constriction business marketing.
Provide you’ve worked out where, geographically, you want to work.
Taking into consideration the kinds of clients and property types in that area.
How easy the area os for you and your staff to get there.
Because it means you can find specific groups on Facebook where potential clients that live or work in the areas you want to service are all in one place.
Whether you’ve recently moved your construction business or are looking to rev up your visibility in a certain area, here’s what you can do
✅ Look up GROUPS on Facebook and type in the name of the area you want.
E.g. Hampstead.
✅ Scroll through the Groups on Facebook that feature that name.
✅ Look for the Groups that have a sizeable amount of members (a Group with 5 people is unlikely to bring you much exposure) and good engagement (Facebook will often tell you how many posts a week are posted so you can see if it’s an active Group of not).
✅ Once in the Group, take a quick scroll through to check out the engagement further (as the Group may be set to private so you won’t see this part until you’re in. Look underneath the posts. Are people likening, commenting, and sharing the posts from the Group? If folk are merely posting but no-one interacts, it could be that a) the posts are just selling and of poor quality or b) that the Group isn’t engaged at all. Of which case, you may be wasting your time here.
✅ Check out a few different Groups to compare the above and decide on 1-3 that you are going to focus on becoming visible in.
✅ Be consistent in providing valuable, non-salesy content in your chosen Groups for at least 3 months before deciding to swap out for a new Group.
2. Opportunity for your construction marketing to get in-front of a larger audience.
Often is the case that Facebook Groups are of a much larger size than your construction marketing Facebook Business page.
Though your Facebook business page is an ESSENTIAL bit of real-estate for your business (as it’s the place these Group members will jump over to, to find out more about you) your audience number may be much lower here.
(To be sure you’ve branded your Facebook Page correctly for your construction business, then check this out.)
Which is NOT an issue.
Groups often have a much larger following as people invite others to Groups for interest purposes.
And as Groups are not a place for selling specifically, people feel less threatened to join them.
Provided you join a Facebook Group where posting about your industry is fitting (i.e. Not joining a Group for Star Wars enthusiasts to then talk about plumbing), you have the potential to get Infront of hundreds, if not thousands of people.
Now.
Just because a Facebook Group may say 20,000 members are in there does not mean when you pop up, all 20,000 folk will see your post.
Sadly, that’s not how it works.
But you can guarantee that is you don’t post, you will never be seen.
Right?
Provided you are consistently adding value and showing up, the likelihood that more and more people may see you over time is much greater than you doing nothing at all.
You’ve got to be in it to win it, as they say.
3. Promote your construction business to a ready-made audience.
Another plus point about posting in Facebook Groups is that you are becoming visible to a ready-made audience.
Building our own audience is tough.
Facebook Business Pages can be a slow burner – but a worthwhile one for sure.
Though when you feature in someone’s Group, you are becoming visible to ready-made audience that you don’t have to worry about growing.
Just showing up in the best way possible, consistently.
It’s one of the online industry’s best kept secrets.
🔒 Borrow other people’s audiences.
4. Build long-lasting relationships in your local community as part of your construction marketing.
By consistently (not constantly) popping up in the right Facebook Group over time, you will begin to build long-lasting relationships.
Imagine this.
You go live in a Facebook Group once a week to give a tip or share where you are working and the problem you are solving for a client.
We get to see your face, hear your voice and learn how helpful you’ve become to Mr and Mrs Smith.
We also see you regularly pop up in the comments trying to help other members of the community.
It may be nothing to do with construction whatsoever.
Somebody may be asking for recommendations for a local accountant.
Perhaps you work with a great one.
Or somebody is looking to buy a new business vehicle.
Perhaps you purchased yours from a really great company.
Whatever the request in the posts – where you can – you try to help the community back, in turn.
Members of this Facebook Group all start seeing this.
Though they have not yet met you or even enquired with you (maybe they don’t need your service just yet) do you think from all this activity and helpfulness that you are not making the beginnings of a very solid long-lasting impression?
That your competitors are NOT doing?
It is through being helpful in this way that you may even spark conversations with new people in the group.
It's the digital form of Networking.
Folk may begin asking about what you do.
So be sure that you join these Facebook Groups as your business page where you can.
That’s the ideal solution if you’re joining these Facebook Groups with long term construction marketing in mind.
Or if the Group only allows personal accounts to join, think about using your business name after your profile name e.g. John Smith – ABC Builders or look to incorporate your logo and branding within your personal profile image and or cover image.
That way, if people go to find out more about your personal profile, though it may be set to private and they won’t be able to see all your personal information, they will see your branding in the profile and cover image and can look you up elsewhere.
5. Be where your construction marketing ideal clients are.
Let’s bring it back to Construction marketing basics.
Before you spend ANY money on anything or a single SECOND with a new business or marketing idea, you need to make sure you have done this one thing.
Worked out your Ideal Client.
The person who represents your perfect customer – The one who wants and needs exactly what you offer and is willing and able to pay for it.
Once you have this information, you can then be even more selective about the Groups that you join.
For example.
You run a high-end construction company specialising in properties £1million plus.
You’re very unlikely to then join any Facebook Groups in the North London area of Edmonton – as these property types are not very common.
Meaning community Groups for that area will unlikely have many of your ideal clients.
however.
Should you join a Facebook Group for the Hampstead area, and once accepted into the Group you see people asking for interior designers for their homes and gated security companies etc, you can spot that this group has potentially many of your ideal clients.
So it would be more worthwhile you joining THIS Facebook Group.
Because that’s because you have worked out who your ideal clients are and are then able to spot if a Facebook Group contains the kind of people you are after.
Without doing this work in the first place, you could waste a lot of time and energy in Facebook Groups that aren’t going to help you build your construction business.
6. Test new offers and services in your construction business.
Communities of Facebook Groups can be the perfect place to ask opinions and trial out new services.
For example.
You can create a poll and ask members what they think about something construction industry related.
It could be something you were looking to offer as part of your business in the future and want to see if there is interest in the local community for it.
Perhaps you have decided to offer a new service and are trialling it in the business with a new team member.
Perhaps you run a gardening company and you’re looking to add Jet Washing to your list of services.
Before you spend lots of money marketing this, you want to see how it fits in your business and demand for it.
You may offer a few select slots to members in the Group in exchange for some testimonials and feedback.
That way, you can look to market the service properly as you’ve already bagged yourself some photo, video and review opportunities.
7. Show the human side to your construction marketing.
Possibly our favourite PLUS POINT for Facebook Groups.
We know that the T&C industry overall are a little camera shy – to say the least!
Not enough folk put themselves on camera as part of their marketing.
But it’s SO important in building your T&C brand and marketing.
Because one of the biggest issues in the industry between Contractors and clients is trust and trenchancy.
Facebook Groups are FANTASTIC for doing more raw posts that do not need to be video production perfect.
Stephen Spielberg can take a breather here.
This is your opportunity to show us the human side to your business.
You.
Your team.
Let us get to know you.
Go Live in the Group and offer a Q & A session on something specific to your industry.
For example.
If you ran a building company maybe you go live and answer some of the most common questions you get asked about Loft Conversions.
In a Group of your potential ideal clients – homeowners of a certain property type in a certain geographical location – this could prove to be extremely helpful to someone thinking of a Loft Conversion and spark them to ask more questions to you in the comments as you’re live.
Suddenly, you’re in conversation with a potential client.
Without being salesy.
And they are likely to be asking questions that other people watching may have been thinking too.
We all get to see how you handle questions, how passionate you are about what you do and how knowledgeable you are.
All the things we worry about when enquiring with a company we’ve just found online, you are able to help quash in one video.
All in the space of a few short minutes.
How incredible an opportunity is that?
8. Ask for advice and support from the local community as part of your construction marketing.
Be vulnerable.
It’s not always about having all the answers or being the most connected.
Part of showing the ‘human’ is that you need help too.
Maybe you’re looking for a local florist to buddy up with for client THANK YOU gifts?
Ask.
Looking for a new VA or administration help?
Ask.
Even if it’s not business related – your spouse’s birthday coming up and you’re looking for some travel advice for a trip.
Use the community Facebook Group to show that you want to give back too.
It's not just about showing up on behalf of your construction business, but as a human being too.
A member of the community,
So next time you join a Facebook Group and say ‘it’s not for me, didn’t get anything out of it’… ask yourself, how much did you put in?
9. Promote specific local case studies as part of your construction marketing.
This one is so powerful.
Maybe you’ve repainted the local church or school.
(I know that’s not domestic work but properties like this align you with trust in the community).
Or have helped a number of residents on a specific road build their extensions in their notoriously large Victorian properties.
Without encroaching on client privacy, talk about those jobs in the Facebook Groups.
Coming back to that ideal client work if the Facebook Groups you are a part of are mostly local residents, chances are you are in there with OTHER people who may live on that same road or in similar Victorian houses, for example.
They recognise their road.
Or the style of property you are working on matches theirs.
So the problems your clients experience (that you solve) matches problems that they have been experiencing.
So, should they see and hear you talking about work that they can very much relate to in their day-to-day life, and they have seen you consistently popping up in the group adding value and helping the community, why would you not be on their shortlist to enquire with when they are ready for your construction services?
It's all quite clever really, isn’t it.
⬇️ 9 Ways Facebook Groups Will Help Build Your Domestic Construction Marketing:
1. Increase visibility in your geographical area.
2. Opportunity to get in front of a larger audience.
3. Promote to someone else’s ready-made audience.
4. Build long-lasting relationships in your community.
5. Be where your construction ideal clients are.
6. Test certain offers and new services.
7. Show the human side to your construction marketing.
8. Ask for advice and support from your local community.
9. Promote specific local case studies.
🛠 Need a little more help nailing your Trades and Construction Facebook Marketing?
Course you do.
First. Let’s work out where you are with all things Marketing.
Got 3 minutes?
Take our Trades Quiz to discover how you score with all things ‘Off The Tools’.
We have heaps of tips, tricks, and hacks for your Trade and Construction business in our cheat sheets, videos and ideas waiting for you on the other side… i.e., your results page.
So, you can improve your score. And NAIL your Trade and Construction business.
Nice.