Social media marketing is different than other online platforms. Facebook and Instagram want to protect their user’s experience no matter what so they tailor it as a place to hang out.
As an advertiser, you have to adjust your approach and lead with an educational marketing strategy.
Facebook & Instagram are similar to a party.
It’s a social gathering with your friends and family.
At a party do you think people are looking to buy things?
Not necessarily, they are looking to hang out, entertain themselves, and learn new information. But when presented the right offer, many make the jump to initiate a purchase (this occurs often in the e-commerce space) or join an email newsletter list when an ideal piece of content is offered.
Most services sold by green industry companies are not something most people would buy directly off social media. It takes a relationship based approach to identify, qualify and then finally make a sale.
A new landscape, large scale tree removal, long term lawn care services, etc. are a high-ticket purchase. In marketing, as a rule of thumb the higher price the product/service the more education is needed to make the sale.