Overhead Door Company of Joliet™ Success Story
Thanks for taking the time to check out my site & blog. I hope that you find this article helpful! My goal is to provide garage door companies with a winning strategy & consistent execution on their Facebook business page in order to increase awareness, engagement & sales. This article will detail:
- The Client & Their Objective
- My Solution
- Facebook Page Management Overview
- Facebook Post/Ad Examples
- Pitfalls to Avoid
- Getting Started
The Client
Overhead Door Company of Joliet (Formerly Middleton Overhead Doors) was founded by Mark Middleton in 1978. In 1994, they became brand distributors for Overhead Door™. A family business from the beginning, Mark’s son, Matt, joined the team in 2001. They provide products and services that range from residential garage doors to commercial overhead doors & openers. Most of their employees have been with them for 20+ years, and they have the backing of a nationwide network of more than 450 authorized Overhead Door™ Distributors.
Client Objective
Overhead Door Company of Joliet wanted to increase awareness, engagement, page likes & sales among consumers within their service area.
The Penhale Social Solution
After understanding their goals and who their ideal customer is, I developed a 2-pronged approach to satisfy their marketing objectives:
- Facebook Page Management - Create engaging Facebook posts & ads to provide an immediate increase in local awareness, engagement, conversion and page likes.
- Blog Writing - Write engaging & keyword rich blogs to position Overhead Door™ of Joliet as the authority in their service area while simultaneously improving their on-page SEO efforts.
Facebook Page Management Overview
My Facebook Page Management solution for Overhead Door™ of Joliet is broken down into the following categories:
- Post/Ad Content – What are we actually posting about? In the garage door industry, content creation is often a collaborative effort. We call upon a few different post categories which I will detail below.
- Copy-writing – Ever have writers block?!? Not me! When writing copy, I call upon my journalism degree to craft each post/ad with a fun & informational yet approachable & “conversion-centric” tone in order to provide value to their target audience without coming across as too salesy.
- Timing – When should you post? In order to increase post engagement, each post is published at the time of day their audience is most active on Facebook to ensure we maximize the amount of organic engagements.
- Audiences – Who should I show my ads to? To expand reach & awareness, we’ve built and run ads to a few different audiences. The top performers are audiences restricted by geography + interests (like “homeowner”, “home improvement”) + demographics (like age).
- Reporting – Is what I’m doing actually working? The short answer is yes, otherwise Overhead Door™ of Joliet wouldn’t have retained my services for 6+ months. But don’t take my word for it... look at the numbers (I provide monthly reports showing all actionable metrics)… or take the word of the owner, Matt Middleton who said “When I see a 500% increase in people engaging with our company's Facebook Business Page and a surge of Facebook users clicking through to our company website, something is obviously driving that growth. The numbers don't lie."
Facebook Post/Ad Examples
Before & After – Let your audience see the transformation in curb appeal.
5-Star Reviews – Show off your best Google Reviews in visual form!
“Caption This” – Create audience engagement by sharing interesting Garage Door Related Images.
Garages “In the News” – Seek out news related to garage doors & share it!
Helpful Safety Tips – Providing tips can be a helpful & easy post to create.
Throw Back Thursdays (#TBT) – Show off your company history!
Seasonal Promotions – Let your audience know you’re thinking of them on the holidays.
Product News – New advancements in products or technologies? Show them off!
Blog Promotions – Get more life out of your keyword rich blogs, by positioning yourself as an industry thought leader!
Pitfalls to Avoid
If you are like most garage door companies, you probably already have a Facebook Business Page. Perhaps you already post to it on a regular basis. If you do, congrats! I hope this article gave you some ideas on different types of posts to bolster your existing efforts.
If you are not posting frequently and/or running ads and would like to, the option is yours…
- Reach out to discuss what Facebook Page Management would look like for your business and objective.
- Take what you’ve learned from the article and apply it to your own business.
That said, here are the common pitfalls to avoid when managing your own Facebook Business Page:
- Consistency & Frequency – Just like working out or eating healthy, consistency and repetition are the key to fulfilling your goals. Pull out a calendar and schedule your content/posts at the beginning of each month and stick to it! Just be warned, once you get busy or distracted and skip a week or two, it can be difficult to get back in the groove.
- Educate your Technicians – Train your technicians to take before & after photos and document the specs of each job to pass along to your social media manager.
- Be Patient – Building a community and being top of mind doesn’t happen overnight. The key is consistently posting engaging content, expanding your reach each day, and engaging with your fan base.
- Have Fun – Social media is supposed to be fun. Determine your brand voice & stick to it!
Getting Started with Penhale Social?
Interested in what Facebook Page Management would look like for your business? Please fill out the form on my contact page to schedule an appointment and be prepared to discuss your unique objectives.