How to Optimize Your Landscaping Business Facebook Page in 2022
6 min read | Posted Oct 4, 2021
Facebook continues to be an invaluable resource for landscaping companies as it provides a simple and cost-effective way for you to connect with local customers in a casual, albeit virtual, environment.
With a majority of American home-owners and businesses utilizing this platform, it presents both an opportunity and a challenge as a marketing tool.
While the benefits are numerous, you have to devote attention to curating your Facebook business page to ensure you’re getting the most from it, as well as any investment you make in terms of time and budget. From developing and sharing content to engaging users, responding to inquiries and collecting reviews, Facebook business page optimization must be an intentional process.
How Do I Optimize My Facebook Business Page?
If you utilize Facebook—even as an individual—you know the platform is constantly evolving. Certain functions become obsolete while new ones emerge. As a result, you should be regularly assessing these changes and how you are utilizing the platform for your landscaping design and installation company.
That being said, there are a few rules of thumb to follow when building a Facebook business page or working to improve your existing one in the coming year. Here are some of the must-have items for your Facebook page optimization checklist:
1. Set a Custom Facebook Page URL
When developing your business page on Facebook, you have the option to set up a custom URL that helps with Search Engine Optimization (SEO). A short, brand-associated URL is much easier for existing and prospective customers to look up than a long address filled with random letters and numbers. Plus, it’s a simple process. Here’s how to get a custom Facebook URL:
- Go to your business page and click on “Create Page @Username” on the left side of your page.
- Enter a username/custom URL of your choosing.
- If your preferred username isn’t already taken, click “Create Username.”
2. Add a Clear, Concise Facebook Page Description
A Facebook page is not a substitute for a personal business website, but it can provide a valuable glimpse into your brand and the services you provide. Additionally, social media profiles tend to rank high on search engine result pages (SERPs) and often will rank higher than your brand’s website. For new customers looking for basic information about your landscape design company, it’s important to include those details in your Facebook page description.
3. Incorporate Keyword Phrases
For your Facebook business page, you will fill out an “About” section and also have the option to select applicable “Categories” for your brand. In both cases, incorporate keywords and keyword phrases that you want to rank high for. This could include “landscape company,” “landscaping design,” “home improvement,” “gardener,” “contractor,” or words pertaining to your niche market.
4. Post Frequently
Organic reach on a business page is getting harder and harder to come by. As you address Facebook optimization in 2022, keep in mind that the frequency with which you post—and the caliber of your content—have a direct impact on the value of your page and increased exposure. Even with a limited budget, you can also increase reach and engagement by boosting posts and purchasing ads. This ensures that your content will be seen beyond the tiny fraction allotted by Facebook’s algorithm to be seen organically within the circle of your direct followers.
5. Prioritize Photos and Videos
In terms of high-impact content, focus on adding photos, videos or other visuals to your Facebook posts. Before and After photos, project design-build montages, and even full on photo galleries for projects are key to leveraging Facebook well for promoting your landscape design-build services. Imagery can help your post stand out among the surrounding social media clutter while having an immediate impact on the viewer. Another idea is to add a Facebook cover video, which helps your brand’s page become more dynamic and appealing to users.
6. Utilize the Chat Function and Messenger
Facebook Messenger is another key tool for optimizing your business page. Through Messenger, you can communicate directly with individuals at every point of the customer journey. If you’re actively using your Facebook page, a new chat thread will pop up when someone messages you. Otherwise, it will go to your Messenger inbox, and you can respond through Facebook Business Manager. Just make sure you’re responding to new messages promptly, whether they arrive via live chat or to your inbox. The Facebook chat plugin is another nifty tool to synthesize your page with your website. As a free chat extension, you can install the plugin directly on your website, allowing you to have live conversations and provide immediate customer service.
7. Keep Your Information Updated
One benefit of social media is it enables you to quickly and efficiently communicate updates with your followers or page visitors. If you’re hosting or involved in an upcoming community event, you can post about it ahead of time. If you’re closing for a few days, you can alert your customers. If you’re rolling out a new service or promotion, you can share about it as part of your broader marketing campaign. As for permanent company information, such as your operating hours, email and physical addresses, and phone number, make sure to keep it all up to date. Outdated information can lead to frustration and the loss of potential customers.
8. Display Customer Reviews
Collecting feedback from past customers on your landscaping company’s Facebook page increases the credibility of your brand; improves the organic reach of your posts; and helps you garner the trust of individuals who like your Facebook page. Additionally, it can help you score a higher position in the Facebook professional services finder. In order to start gathering and displaying customer reviews on your business Facebook page, you must first activate the reviews tab, which can be done by:
- Visiting your Facebook business page
- Clicking “Page Settings” in the bottom left-hand column
- Clicking “Templates and Tabs”
- Moving the slider for “Reviews” to the On position
Boosting Your Landscaping Brand Online
A Facebook page is an invaluable resource for your landscaping design and installation business, but it’s only one piece of the puzzle when it comes to having a robust online presence and marketing your brand. Your Facebook page should supplement and augment your professionally designed website, and that’s the piece that Third Angle can handle. We assist landscaping companies with effective online marketing through website design, optimization and management.