Say what you will about big-box behemoth Lowe’s, its Facebook strategy is top-notch and worth a look. Here are three strategies Lowe’s uses to make an impact.
Engage everyone. Lowe’s responds to nearly every commenter on its posts. A nice comment? Lowe’s thanks them for the compliment and flashes an emoticon smiley. A critical comment? The company apologizes ASAP for the issue and attempts to get more information by linking to a contact form off Facebook.
Include the audience. Lowe’s page feels more like a forum than a pulpit. When fans message photos of projects they’ve completed with Lowe’s products, Lowe’s is happy to share them with its 3.5 million fans. Your fans may not be writing to you—yet—but you can model the behavior you wish to see in your community. Start sharing photos of your clients’ floors and be sure to tag them in the post—“Thanks for sharing ___!” Hopefully your followers get the message and start posting their photos on your page. Be sure to share them when that happens.
Catch customers before they buy. Lowe’s doesn’t share images of the products it sells; it shows what you can do with its products. An inspiring idea is a sales engine. In your case, that means posting real-world room scenes—not the manufacturer’s promotional images—from Pinterest, real estate sites like Curbed or online interior design magazines. Share design insights to explain why the wood floor, its color, width, etc., works with everything else in the room. You’ve just inspired someone to buy that look (hopefully, from you).
Lowe’s knows how to drive buying interest, and by imitating its approach, you’ll be on your way to converting your Facebook audience into clients.
