Susan Kimball is the marketing coach for Nexstar Network,Question: I hear from everyone that I should use Facebook to promote my business. Why is it so important?

Answer: Remember when you didn’t even have to have a website to be a trusted business? Today, two-thirds of Internet users expect companies to have an online presence well beyond their website. Google includes social media participation in their algorithms for where to rank your website.

Consumers rank Facebook as a top social media network when they want to engage with businesses and many home-service contractors find it a good platform to build relationships with current customers and connect with potential customers. A key to Facebook success is gaining a strong following of people in your market and then engaging those “fans” and their “friends.”

Some proven ways to get more “likes” and build your fan base are contests, donation programs, and exclusive fan deals (check Facebook’s rules for conducting promotions before you launch). Facebook can even match your own customer list to those with Facebook profiles and show them your promotions too.

Susan Kimball is the marketing coach for Nexstar® Network, and helps members navigate through today’s maze of marketing opportunities from low-cost guerrilla marketing ideas to the constantly changing world of Internet marketing. To learn more, visit If you have a question you’d like answered, email

Publication date: 7/8/2013 

Want more HVAC industry news and information? Join The NEWS on Facebook, Twitter, and LinkedIn today!