For many small business owners, Facebook isn’t just a place to post updates — it’s a real revenue driver. With the right mix of content strategy, ads, and community engagement, you can turn daily activity on the platform into steady leads and loyal customers.
Just ask Brandon Johnson from Radiant Glass and Repair in Moline, Illinois. With 32 five-star Google reviews and a growing local reputation, Brandon says Facebook is the #1 place he advertises. “I’m on Facebook every day,” he shared. “It’s easy to use, and it reaches people in my area — property managers, realtors — all within a 25-mile radius.”
Let’s look at what’s working for Brandon — and how you can apply the same tactics to grow your business.
Create a Strong Facebook Page to Build Credibility
Your Facebook Page is often the first impression potential customers get. For Brandon, that first impression is everything.
“I created my website and Facebook page, because I wanted to look like the real deal,” he said. “When you’re asking people to invite you into their homes, you need to look credible.”
Take a cue from Radiant Glass and Repair:
- Add photos of your work — Finished projects, before-and-after shots, or happy customers (with permission).
- Complete your profile — Make sure your About section, contact info, and business hours are up to date.
- Use a strong call-to-action button — Call Now, Request Quote, or Book Appointment help convert curious visitors into paying customers.
Develop a Content Strategy That’s Helpful, Not Just Promotional
Not every post needs to be a promotion. In fact, mixing up your content keeps followers engaged and builds trust. “I post on Facebook every day — photos of installs, jobs I’m proud of, even simple updates. It keeps me top of mind.” Brandon says.
Types of content could include:
- Value-driven content: Tips, how-to’s, or behind-the-scenes posts that help your audience learn something. For example: “5 Home Maintenance Hacks Before Winter” from a plumbing or HVAC business. “How to style your living room furniture” from a small furniture shop. These types of posts help your audience and build your credibility.
- Relationship content: Celebrate customers, spotlight your team, share community involvement. This is where you can build emotional connection. Facebook’s algorithms favor video and Reels (short vertical videos). Use them to show your product in action, share quick tips, do Q&A, or take people behind the scenes. Short videos tend to get more reach and engagement than static images.
- Promotional content: Special offers, product launches, or testimonials. For example: “Check out our service packages” or “Order before Sunday for free delivery.”
Tap into Facebook Groups
Groups are generally underutilized, but they’re powerful for building trust, testing ideas, and conducting informal outreach — especially when used well.
- Join local or industry-specific groups where your target customers are active (e.g., “Quad Cities Small Business,” “Moline Homeowners,” “Pet Lovers in Ohio”) or niche groups relevant to your product (e.g., fitness, cooking, crafting, local business “buy/sell/trade” communities). Provide value and engage in conversations — don’t just blast ads.
- Create your own group around your niche. For example, a fitness studio could start a “Healthy Habits” group to share meal tips, workouts, and member success stories. Or a photographer might run a “Weekend Warrior Photography Group.”
- Use your group to foster community, test new ideas, and share exclusive offers with your most engaged fans. Only periodically and subtly share your services or products (e.g., “New service launch — group members get 10% off this week”) so that the group feels like a community, not a billboard.
Use Facebook Ads to Scale Sales
Facebook Ads let you reach exactly the right people, based on location, interests, and behaviors. When it comes to targeting, Brandon keeps it close to home. “There are five cities in the Quad Cities area. It’s a massive outreach for a small spend.”
That’s the beauty of Facebook Ads: Even a small budget can have a big impact when you target the right audience.
Try this approach to see if it works for you:
- Start with a modest daily budget ($10–$20).
- Target by location, interests, or job titles.
- Test different images and headlines.
- Retarget people who’ve interacted with your posts or visited your website.
One of Brandon’s recent Facebook ad campaigns led directly to a new customer: “A woman commented on one of my ads. I reached out, gave her an estimate, and she accepted the bid.”
Engage Daily (Yes, Every Day)
Algorithms aside, Facebook rewards authentic engagement. Brandon admits that “Some days get so busy it’s hard to keep up,” but even quick replies help nurture trust. Reply to comments and messages quickly, tag customers in posts (with permission), and comment on relevant local or partner pages. The more conversations you spark, the more your business stays visible.
Measure What Matters
Finally, don’t treat Facebook as a “set it and forget it” tool. The businesses that win are those which test, measure, and adjust continuously.
- Use Meta Insights/Facebook Insights for your Page to see which posts are getting reach, reactions, shares, and comments.
- On the Ads side, track cost per click (CPC), cost per acquisition (CPA), and return on ad spend (ROAS).
- If you have a website analytics program, use it to see which social visitors are converting.
- Every month, review your best-performing content and ads. Ask: What messaging or visuals worked? What audiences responded best? What didn’t work and why?
- Double down on what works, and pause or pivot on what doesn’t.
The Takeaway
Facebook is no longer just about social sharing. It can be a full-funnel sales engine and a powerful sales tool — especially for small, local service businesses such as Radiant Glass and Repair. By combining authentic content, community building, and targeted ads, small businesses can turn followers into loyal customers and brand advocates. The key is consistency: Post regularly, engage genuinely, and keep testing to see what resonates.