As a hardwood flooring contractor, advertising on Facebook presents a powerful opportunity to attract more leads and build your brand. However, the competition on Facebook can be fierce these days – especially if you don’t want to acquire your leads at a reasonable cost. That’s why standing out from the crowd is crucial if you want to take advantage of Facebook Ads, and if you want to sustain your campaign’s profitably long-term.
So, what’s the best approach to stand out? Right now, Facebook is rewarding advertisers who create ads that people watch, engage with, and inquire about.
Obviously, there are a lot of different angles you could take here as a flooring contractor, and different types of content you could create. But, I’m going to share with you the top three types of content I’ve found to be the most effective when it comes to creating Facebook Ads that are working well right now for our clients.
Before and After Pictures
Before and after pictures are compelling because they visually demonstrate the transformation your services can provide. Potential customers can see the real difference your work makes, which helps build trust and excitement about what you can do for their space too.
Some key tips for creating this type of content include:
- Take the before picture in the same spot as the after picture so the angle is the same. This will make the transformation more dramatic.
- Ensure the after picture is slightly brighter than the before picture. This adds to the contrast even more.
- Choose a project that has the most dramatic transformation. If you’re going to show a before/after picture, do it on a job that’s going to be an obvious improvement.
A great tool for editing your before/after pictures in is called Canva. Often, they have templates you just have to add your images into and the sizing and edits already have been done. Take your time and get five to 10 nice before and after pictures together for your portfolio. They will demonstrate your skillset to prospects in your Facebook Ads effectively.
Stand out From the Crowd – As a hardwood flooring contractor, advertising on Facebook presents a powerful opportunity to attract more leads and build your brand. Facebook is rewarding advertisers who create ads that people watch, engage with, and inquire about.
Action Shots
Action shots are dynamic and engaging, showing your team in action as they install or refinish floors. These images not only showcase your expertise, but also allow your customers to have a preview of who’s behind the scenes of your business.
Show various action shots at different stages in the production process. It could be a picture of you with a sander, or it could be someone bending over and installing hardwood. Team photos work well too. A picture of you and your team all wearing your company swag in front of a finished job is perfect.
Selfie Videos
Some of the most effective ads we’re running currently are little selfie-type videos on your phone promoting your services for less than one minute.
The reason these are working so well is they add a personal touch to your advertising, making your business feel more approachable and trustworthy. After all, social media is a place where people show who they are as people, and people do business with people. These videos allow you to speak directly to potential customers, explaining your services, showcasing your personality, and building a personal connection.
You might be thinking, “That sounds great and all, Matt, but I’m not good on camera. I’d rather not do this…” And that’s exactly why you should do it. Think about it. How many contractors do you know who are willing to put themselves out there on social? Not many.
Because of that, you’re going to stand out and people are going to notice you far more than any other contractor doing what everyone else does. After a bit of time, you don’t even think twice about making videos. Now, you’ve got a skill that will serve you very well when it comes to creating high-quality promotional content for your business.
To make these videos, start with a short introduction, explaining who you are and what your business offers. A friendly face and a warm tone can go a long way in building rapport. Then, in that same video, show people an example of some work you did for a happy client. Tell a short story about their situation and how you helped them. Then, finish it off with a call to action like, “Give us a call at the number above to request your free quote!”
If you’re running Facebook Ads already or considering running them in the future, using these three different types of content will enhance your engagement and conversion rates. They provide proof that you’re actually who you say you are, and they’re personalized. Too often, businesses use stock photos or hide behind the brand of their company, but going the extra mile and showing who you are behind the scenes will build more trust and make connections a lot faster.
Start incorporating these content types into your Facebook Ads today and watch your customer base grow.
Matt Thibeau is the CEO of Savant Marketing Agency. If you’d like to contact Thibeau to request a free strategy call, visit savantmarketingagency.com or follow him on Facebook at facebook.com/matt.thibeau.
