Facebook ads can be intimidating.
However, in today’s marketing landscape, Facebook Ads can be the key to your asphalt paving company’s growth. With more and more people using social media platforms as a way to connect with businesses and scouting for products and services they’d like to avail, not using Facebook Ads as a marketing tool is like leaving money on the table.
Lucky for you, it doesn’t have to be that complicated. Here are a few tips you can try to effectively use Facebook Ads to market your business.
Pixel is a code you can place in the backend of your website, which you can use to track your website visitors’ actions. With this, you can use retargeting ads for people who visit your site but didn’t avail of your service.
This can be quite technical, but if you want to get accurate insights about your visitors and turn them into paying customers, you’d want to get this done.
There are tons of tutorials on how to install it on your site, but talking with your website developer would be a good idea.
There are three main types of Facebook Ads you can use: Awareness, Leads, and Retargeting Ads.
You can use awareness ads to boost familiarity with your target audience. This is usually done for audiences who haven’t heard of you and/or aren’t actively looking for asphalt paving services. The purpose of this is for you to be on top of their mind once the need arises.
Second, you have the lead ads. This is where you turn audiences into paying customers. With this ad, you can make a direct offer, lead them to your website, and get them to work with you. As asphalt contractors, your business cannot be conducted online, so opt for lead ads to schedule a meeting with your prospect so you can see how you can help with their asphalt paving needs.
Finally, you have the retargeting ads which is where your Facebook Pixel comes into play. If someone has interacted with your website in any way before, you can show them ads that are relevant to them based on the actions they took on your site. This is a great tool to nudge customers who are still in the “deciding” phase to finally get in touch with you.
All of these ads are important, but picking the right ad based on your current goal can be a key factor in your success.
A well-written ad copy can convince them to read the rest of your ad, but to stop them from scrolling in the first place, you need something that grabs their attention. Only then can you convince them to take action.
Images can help you catch their attention, but nowadays, people skim over images and you’ll be lucky if they spend even one second looking at it.
Videos, on the other hand, can stop them in their tracks and keep them engaged for a longer amount of time. When done right, you’ll be able to get your message across before they’re done watching your video.
Have you seen videos of people mixing paint, or creating a table out of resin, and other ‘satisfying videos’? You can do that by filming your crew applying a new asphalt, or spreading out seal coating, filling cracks and potholes, or even applying asphalt markings. Whatever you do, you need to catch their attention quickly and maintain it for the whole duration of your video.
If you want to get the most out of your advertising budget, you must only show your ads to the right people. Otherwise, you’ll be spending your ad budget on people who is not, and never will be, interested in your offer.
Thankfully, Facebook has a robust targeting feature that you can use to identify audiences at a granular level. Use this to target people who are in your local area, who owns a property, or even based on their income level. There are tons of other filters you can use to narrow down your specific audience.
Once they click your ads and visit your website, they’ve already shown interest in what you have to offer. Don’t make them regret their decision by taking them to an old, scammy-looking, and slow responding website.
If possible, create a custom landing page for people who click on your ads. That way, you can have a more relevant message and offer to the ad they just clicked. Remember, asphalt paving is an investment, and they want to make sure they’re dealing with trustworthy people. Make sure your landing page conveys that.
Using Facebook Ads to promote your asphalt paving company can be challenging, but can also be very rewarding.
If you want to get all the benefits of running Facebook Ads but don’t want to deal with the technical aspect of it and risking failure and wasting money, you’d need help from an expert.
I can help! Get in touch with me today and see how your asphalt paving company can win more projects and close more leads through Facebook Advertising!