Boosting Your Countertop Shop’s Online Presence
Stephen Alberts
Countertop Marketing
In today’s digital age, establishing a strong online presence is crucial for countertop shops to reach new customers. You can significantly benefit from harnessing the power of social media platforms like Facebook and Instagram. These platforms provide unique opportunities to engage with customers, showcase your products, and drive sales. In this article, I’ll review how leveraging Facebook and Instagram can help your countertop shop expand your reach, build brand loyalty, and ultimately boost your business.
Facebook: Connecting with the Community
Facebook is the world’s largest social media platform, with billions of active users. It offers countertop shops a powerful tool to connect with their local community and target specific demographics. Here’s how Facebook can benefit your countertop shop:
Business Page Creation: Create a dedicated business page for your countertop shop. This allows you to share essential information, such as your address, contact details, opening hours, and showcase your material.
Engaging Content: Regularly post engaging content, including real, high-quality photos of material, videos showcasing the installation processes, and informative articles about different countertop materials and designs. This helps to establish your shop as an industry authority and keeps your followers interested and informed.
Customer Reviews: Encourage satisfied customers to leave reviews on your Facebook page. Positive reviews not only provide social proof but also enhance your shop’s reputation. Respond promptly and professionally to all reviews, whether positive or negative, to show your commitment to customer satisfaction.
Targeted Advertising: Facebook’s advertising platform allows you to reach potential customers based on various demographics, such as location, age, interests, and behaviors. You can create highly targeted ad campaigns to increase awareness of your countertop shop among specific groups of people.
Facebook Groups: Join local home improvement or interior design-related groups on Facebook to engage with potential customers. Share your expertise, answer questions, and provide valuable insights. Just be sure to follow group rules and avoid overly promotional content.
Instagram: Inspiring Through Visual Content
Instagram is a photo-oriented platform that offers countertop shops an ideal stage to showcase completed jobs and inspire potential customers. Here’s how you can leverage Instagram effectively:
High-Quality Visuals: Invest in professional photography or employ photo editing tools to ensure your countertop images look stunning. Capture different angles, textures, and design options to showcase the versatility and beauty of your countertops. If you can’t hire someone, pull out your phone! Most of our phones today are also great cameras. Test different angles when taking shots. Most of the time the job isn’t done when you are done. So when taking that picture, the sink might not be in, or the outlets. If you get creative with your angles, you can capture pictures that don’t show the uncompleted work.
Consistent Branding: Maintain a consistent aesthetic across your Instagram feed to create a visually appealing and cohesive brand presence. Use similar filters, color schemes, and style guidelines to reinforce your shop’s identity. If you add your logo to each photo, try to always put it in the same place.
Hashtags and Geotags: Utilize relevant hashtags such as #countertops, #kitchenrenovation, or #interiordesign to increase the discoverability of your posts. Additionally, geotag your location to attract local customers who are specifically searching for countertop options in your area.
Behind-the-Scenes Content: Provide your followers with a glimpse into the behind-the-scenes processes of your countertop shop. Showcasing your craftsmanship, installation techniques, and even interviews with satisfied customers can help build trust and authenticity.
User-Generated Content: Encourage your customers to share images of their newly installed countertops and ask them to tag your shop. Repost their content, giving credit, and showcasing real-life examples of your work. User-generated content helps build social proof and engages your audience.
Cross-Promotion and Integration
To maximize the impact of your social media efforts, it’s important to integrate your Facebook and Instagram strategies:
Cross-Platform Promotion: Cross-promote your Facebook page and Instagram account on each platform. Encourage your followers on one platform to follow you on the other as well. Mention the unique content and benefits they can expect to find on each platform to incentivize them to engage with both.
Linking in Bio: In your Instagram bio, include a link to your Facebook page and vice-versa. This makes it easy for visitors to navigate between platforms and ensures they can access all the relevant information and updates about your countertop shop. A great tool to put a few links in each profile is https://link
tr.ee/. A free version is available for you to use, and gives you a simple way to put 4 to 5 links in your profile.
Ad Campaign Integration: When running ad campaigns through Facebook, you can select to run them on Instagram as well. To do this when you are setting up a Facebook ad in Facebook Ads Manager, you select your placements for the ad. Within these settings, you can pick the Instagram news feed and also select to run it on Instagram stories and reels. These settings are located in the Ad Set of your campaign, the same place you set your budget for the ad and the location you want to run your ad in. Running the ad on both platforms will help you get more exposure. We find the shops we work with get a good amount of leads on Instagram.
Cross-Platform Content Repurposing: Repurpose your best-performing content from one platform to the other. For instance, if you have a captivating video showcasing a countertop project on Facebook, share it on Instagram as well to reach a wider audience and maximize its impact.
Facebook and Instagram present countertop shops with invaluable opportunities to boost their online presence, connect with their community, and to get more projects. By establishing a strong presence on these platforms, you can engage with potential customers, showcase your products, and build brand loyalty. Remember to consistently provide valuable content, leverage targeted advertising, and integrate your strategies across platforms to maximize the impact of your social media efforts. Embrace the power of Facebook and Instagram to elevate your countertop shop’s visibility and position yourself as a go-to destination for stylish and high-quality countertops.
Stephen Alberts is the owner of Countertop Marketing Co. and STONE ENGAGE. They specialize in helping countertop companies grow the retail side of their business outside of word-of-mouth and referrals. They also offer software to help you engage more with customers and close more countertop projects. To learn more, visit https://countertopmarketingco.com/ or https://stonengage.com . You can also email Stephen at steve@countertopmarketingco.com.