Photo by Yusuf Evli on Unsplash
Garden Hideouts build stylish, durable garden rooms, shepherd huts and garden pods. With self-build options and a full interior design service, they cater to a range of budgets and needs.
They partnered with Virtually Savvy to ramp up their social media efforts, starting with an organic presence before moving on to paid advertising.
In just 6 months of running Facebook retargeting Ads, Garden Hideouts have generated over 150 leads. For a high-ticket item like a standalone building, that’s a significant number.
Getting started: Posting and hoping is NOT a strategy
Garden Hideouts had a presence on social media before we began working together, but it wasn’t translating into leads.
Chris Hill, the company’s Managing Director, was being let down by an agency. They were posting content but weren’t giving any real analysis or direction.
Basically, there was no strategy. Or if there was, it certainly wasn’t working.
Chris was ready for a more personal approach from someone who cared about delivering results.
I explained to Chris that posting to social media can be a great way to build know, like and trust with the company’s audience. Something that’s important in any industry, but especially in this one, where dishonest builders and tradespeople give the rest a bad name.
With such a high priced item, however, we’d need to introduce an advertising funnel if we wanted to make conversions.
Chris agreed and so I got to work.
Phase 1: Adding value and anticipating questions
To start developing that crucial know, like and trust with the company’s audience on Facebook, we got to work adding value and providing key information.
I knew we’d need to allow for a consideration period, where the audience could get to know us and, in time, start to build that trust.
We wanted to help the audience understand how the company works, as well as giving them inspiration and generally providing them with the confidence and knowledge they’d need before being ready to take that next step.
In this case, this meant using the Facebook page to:
- Show off finished builds
- Show works in progress
- Talk about the process
- Highlight the key benefits
- Share examples and ideas for use
Phase 2: Website visits and Facebook retargeting
The next step was to encourage click-throughs to the website.
With the Facebook Pixel installed on the site, we would then have the opportunity to retarget site visitors with the Facebook Lead Generation call-to-action. (That’s an inbuilt Facebook form that makes it easy for the audience to take action and easy for the business to track results).
To drive traffic to the site, we ran Ads with high-quality images that had performed well during testing. These Ads encouraged the audience to click through to learn more about the company and the product/service options.
Since working with Virtually Savvy, the Garden Hideouts Facebook page following has grown from 2000 to 6000 in just 10 months. And, since running Lead Generation Ads, we’ve generated over 150 leads at approximately £45 per lead.
For a high-ticket item like this one, that’s a fantastic result, and it proves that Facebook retargeting is one of the smartest ways to grow a business.
What’s next?
Being able to target accurately with Facebook Ads is one of the key benefits.
To help Garden Hideouts plan their workload more effectively, we’re now testing location-specific campaigns.
If we can identify hotspots or at least gather leads by region, it means the sales team won’t need to spend as much time driving around the country.
This Facebook retargeting campaign serves as a great example that, no matter what industry you’re in, there’s a way to make Facebook Ads work for you.
Ready to give it a try?
“Laura is reliable, talented and committed. Having her support with Facebook Ads has taken a weight off my mind and opened my eyes to a whole new, less traditional route to market.”
Chris Hill, Managing Director,
Garden Hideouts
