How companies that have no right to succeed on Facebook completely nail it

As I’ve written about in the past, I believe just about every business can benefit from Facebook IF they do it well, so the question is how do you do it well if you operate in a market that nobody cares about? The kind of market where the product from one company is more or less the same as the product from a competitor and the words ‘brand experience’ have never meant a thing?

The answer is that they need to find their one thing. Their one thing that:

  1. Communicates a core value of your brand
  2. Resonates with a broad audience
  3. (and ideally) lends itself to imagery

Find that one thing and even those companies with the dullest of products/services can find itself with an army of fans.

Home Joy

Their one thing – happiness

Home Joy is a cleaning company with nearly 30,000 well engaged fans. Quite remarkably they have taken a service that is generally considered as dull as dishwater but identified a core part of it that’s powerful, positive and lends itself to photography beautifully.

They’ve then focused the majority of their updates on this central theme. Sometimes in an obvious way (like below) and sometimes less directly, but consistently their updates leave their homeowner fans with that warm, fluffy feeling that they get every time they walk into their freshly cleaned homes.

homejoy 1
44 likes
30 shares
homejoy 2
55 likes
77 shares

All Car Leasing

One thing – fast cars

This is a more straightforward one. People love fast, beautiful cars. Easy.

car leasing 1
106 likes
18 shares
car leasing 2
160 likes
4 shares

Pool Supply World

One thing – stunning swimming pools (and other water features)

These people sell supplies for swimming pools, such as pumps and chemicals. Pretty exciting right? No, obviously not. So how on earth do they have a Facebook page of over 87,000 fans that seem to love everything they do? They concentrate on the fun thing (swimming pools) that their products help maintain, and post breathtaking imagery that takes the user to another world.

pool supplies 1
170 likes
43 shares
pool supplies 2
855 likes
183 shares

Town Centre Car Parks

One thing – things to do in Leeds and Manchester

This I found through a great post on Moz about content marketing for boring businesses and I have to say it may be the best of them all. The fan base isn’t huge (only 3000) but the engagement levels are outstanding and remember, we are taking about a company that sell, quite literally, fresh air.

Car parking space is ….. I’m trying to think of a word more boring than boring. It has no right to be met with anything other than tumbleweed, but of course car parking spaces, like chemicals for swimming pools, are a boring means to a (possibly) exciting end, such as a visit to the Dino Jaws exhibition in Leeds or Chinatown in Manchester…

car parks 1
114 likes
27 shares
car parks 2
41 likes
20 shares
So if you see the value in Facebook but haven’t yet been able to gain any serious traction, it’s time to find your one thing.

Cheers,

Dan