Optimizing Your Lawn, Landscape, or Outdoor Living Business Facebook Page
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The Content Team,
HALSTEAD.
Originally published on December 15, 2015. Updated on June 20, 2023.
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In today’s digital age, a robust online presence is essential for lawn, landscape, and outdoor living businesses to thrive. But that’s no secret considering approximately 93% of small businesses use Facebook as a marketing tool. However, simply having a Facebook page doesn’t mean it’s effective or meeting its potential.
With 70% of U.S. adults actively using Facebook, businesses have an incredible opportunity to reach their target audience, where they already hang out online. Facebook’s average organic reach rate is 4.32%, meaning that only approximately four people out of 100 will see your Facebook posts.
Making the most of your Facebook business page means taking a strategic approach to maximize visibility. Leading lawn, landscape, and outdoor living firms produce engaging content, and have optimized Facebook pages that are set up correctly and thoroughly to reach their target audiences.
Best Practices for Setting Up Your Green Industry Facebook Business Page
Since Google indexes Facebook business pages, the information you provide in your profile helps with search engine rankings on the internet. Plus, Facebook’s search feature functions as a search engine within the platform, making search engine optimization (SEO) essential for visibility on and off the platform.
Important Fields to Fill Out on Your Facebook Business Page
Providing complete and accurate information maximizes your Facebook business page’s effectiveness, and regularly reviewing the information to ensure it’s up-to-date should be a part of your process. Make sure that the following fields are completed:
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PAGE NAME
Your page name should be your business name so prospects and customers can easily recognize and connect with your brand. Including the city or region in your page name may help prospects discover your brand and improve local search visibility if another business has a similar name or your company has multiple locations.
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PROFILE PICTURE & COVER PHOTO
Using your business logo as your profile picture is common practice to increase brand recognition. Many successful outdoor living businesses use professional photos showcasing their beautiful work. Using a photo of the ideal project type you wish to attract is helpful.
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ABOUT SECTION
Provide a concise and engaging description of your business, including what your business does, your mission and values, and unique selling points (USPs) that make you the best choice. Key details may include your founding year and other information establishing your business’s credibility.
While there is a separate section for contact information, it’s always a good idea to include it in the About section. List your business website address, phone number, and email address. Be sure to include relevant keywords for search optimization, but prioritize readability over SEO. This is often the first place visitors look to learn more about your business, so ensure the content is clear.
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CONTACT INFORMATION
Complete the contact details, including your physical location (even if it’s just a shop), phone number, email address, and website URL. If you have multiple physical locations, make sure to list them all. Ensure that all contact methods are regularly monitored so you don’t miss out on potential customers.
Enabling the messaging feature on your Facebook business page allows visitors to send you direct messages through Facebook Messenger. The easier you make it for your prospects to reach out to you, the better.
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HOURS OF OPERATION
If your location does not have a showroom or place where prospects can visit, consider listing the hours you’re available for appointments and inquiries, along with a note in the About section that you’re available by appointment only.
Including a typical response time to establish an expectation is great customer service. This might read, “We strive to respond to all messages within 24 hours, Monday through Friday.” If your business is closed for specific time periods, such as holidays, mention these details in the About section and create a pinned post to inform your audience in advance.
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CALL-TO-ACTION (CTA) BUTTON
Choose a prominent CTA button that aligns with your goals, and this may change over time. Your CTA may read “Learn More” and link to your website, “Contact Us” or “Book Now” and lead to your online appointment scheduler. This helps guide your prospects further on the customer journey.
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REVIEWS
Garnering customer reviews is imperative in today’s digital world, so turning on the reviews feature on your Facebook page is a great strategy. One of the first places customers begin their research is in the Facebook reviews section. 49% of consumers trust online reviews as much as personal recommendations from friends and family—demonstrating their massive influence on prospects you reach.
Facebook Reach: What It Is & Why It Matters for Your Green Industry Business
Facebook Reach is a crucial metric to monitor and optimize your business page. It refers to the number of unique users who see your content on Facebook, including posts, stories, and ads. Maximizing your Facebook Reach is essential for expanding your online presence, increasing brand awareness, and driving engagement with your target audience.
Best Practices to Improve Facebook Reach
Reaching your ideal audience matters more than reaching a large number of people—quality over quantity. Here are some ways to improve your Facebook Reach and connect with your ideal audience.
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CONSISTENTLY POST HIGH-QUALITY CONTENT
Regularly posting valuable and engaging content that resonates with your target audience is key to improving your Facebook Reach. Include a mix of content, such as beautiful photos of a resort-style poolscape with an infinity pool (or other ideal projects), customer testimonial videos, or educational posts to help keep your audience engaged.
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ENGAGE WITH YOUR AUDIENCE
Actively engage with your audience by responding to all comments, messages, and reviews in a timely manner. This is good customer service and helps boost your reach and build a loyal community around your business. It lets those who engage with your content know that you see them. Encourage discussions and ask questions to spark conversations.
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UTILIZE FACEBOOK INSIGHTS
Take advantage of Facebook’s built-in analytics tool, Meta Business Suite, which will provide detailed insights about your audience, content, and trends. Analyze this information to determine what type of content resonates most with your audience so you can continue to produce content that will build engagement and grow your Facebook Reach among your target audience.
Meta Ads Manager lets you see the results from your Meta campaigns, ad sets, and ads. The up-to-date data on ad performance helps you see what’s working so you can duplicate an ongoing strategy with your ads.
Why Facebook Ads are Essential for Lawn, Landscape, and Outdoor Living Businesses
Organic (unpaid) reach has limitations, but paid advertising allows you to expand your reach and target specific audiences. With various ad formats, your ads can include images and videos that capture your audience’s attention. Professional quality photos of a stunning outdoor kitchen or fire pit area will help draw prospects to your website or to take whatever action you want them to take.
Retargeting Capabilities
Facebook Ads enable remarketing, which means you can retarget people who have previously interacted with your content—creating additional touchpoints. On average, there were 9 customer-company interactions 10 years ago. Today, there can be anywhere from 20 to 500 touchpoints, often because of the disruptive nature of the digital experience.
For example, a prospect may see your ad while scrolling through Facebook while waiting to catch a flight. They click to visit your website, explore, and like what they see. However, boarding begins, and they put their phone away. With a Facebook Pixel installed on your website, you can track their behavior and show tailored ads to those who have visited your site.
In this example, a retargeted Facebook ad displaying photos of a similar comprehensive outdoor living space they had been viewing is an effective way to remind them to explore your site again—and this time, they sign up for your company newsletter, which helps move them further along in the funnel.
A/B Testing Capabilities
Testing to see what works best for your audience is key. Facebook Ads allows you to conduct A/B tests (split testing) to determine which ad variations perform best. You can test different images, ad copy, calls-to-action, or targeting options to help you understand what resonates most with your audience. Many landscape industry companies find that what they think will resonate with their audiences isn’t what resonates, and this is where metrics are so helpful in reassessing your strategy and making changes as necessary.
Monitoring and Measuring Performance on Your Facebook Business Page
The Insights feature in the Meta Business suite provides performance information about your organic and paid social media efforts. You can analyze metrics and trends and view visual reports that can direct your strategies. Keeping a close eye on the performance of your Facebook business page, measuring its performance, and making ongoing data-led adjustments will help you stay ahead of your competition by remaining visible on Facebook.