The question of the day for local marketing is if Facebook can really deliver local audience that is primed for shopping your store or locations?
You may have heard by now that Facebook has now passed Google in daily usage on the internet. That stat alone is mind-boggling, if you think of the incredible reach that Facebook has been able to generate, by allowing an open forum of communication to take place among friends. So how does that apply to local business and marketing?
I have written several posts regarding Audience and the importance that your marketing strategy include an analysis of the audience value, based on your end goal. So Facebook we now know has a tremendous audience that should have all the qualities of broad-based marketing combined with the power of targeting. However are they looking to shop? Is this Audience here to support your business or to just share interesting information with others?
I have not found any real statistics to support that Facebook fans produce any great success in sales when it comes to local broad-based marketing. I do know from experience there have been instances of brilliance with local fan bases on Facebook that create one fantastic event in marketing. I recall a restaurant owner who challenged his friends to help him reach the 500 fans club, and once they did he threw an after hours party for all his fans only, he generated a new fan base with in a day and had a party which generated future clients.
So I guess the question once again is do you have a marketing plan for Facebook?
- Are you a local small business who can generate events on a regular basis that will continue to attack and inspire your friend network to respond?
- Are you expecting that just because you open up your Facebook page that it will grow organically to the point of marketing success by pure numbers?
- Have you designed your Facebook page to generate leads?
Here is what I need to share with you if you are a small local business:
- Facebook Ads gives you the power to target local consumers and only pay if they actually click on your ad. (PPC Model)
- Facebook Pages must contain information and conversation which interests your reader
- Fans get bored quickly so your strategy needs to be nimble.
- Don’t over sale. Give Back 2-3x more than you want to receive. Understand why they are there and what they are looking for and then add value to your relationship.
- Respond quickly and professionally to all communication.
- Ask for their business on your fan page.
- Build local Facebook ads that play to the customers needs not yours.
- Link Facebook ads to a lead generation page on Facebook or Website but make sure the fan gets something of value to them in return.
- Build multiple campaigns to run at the same time. Remember there are still only so many people in the marketplace for your widget today and with the PPC model you can afford to have multiple product lines marketed at the same time.
- Build a Blog and Feed it to Facebook so that you generate interesting content regularly and your fans have another outlet to communicate with you. Also ask you blog followers to follow you on Facebook. Provide additional content of Facebook. ( Photos)
In conclusion, I believe Facebook can be a very powerful local marketing tool, however you must remember that you still must create the audience. Unlike traditional media in social media you must create your own marketplace and audience. This takes time and attention on your part. As a small business owner it is a good idea to discuss with a marketing consultant when designing your social media strategy. They can help you develop the plan, however I do suggest that you invest in the process and become a voice in your own plan. Fans want to know you, not your agency or consultant.
If you would like to discuss your small business further sign up for my e-mail list and send me some contact information so that I can communicate with you. I love to discuss this process with small business owners and help them get started. Check out my website at www.1to1valet.com
- LikeAudience Helps Marketers Determine Profile Traits, Similar Likes of Facebook Page Audiences (insidefacebook.com)
- Making Facebook Ads More Buyer-Friendly (online.wsj.com)
- Facebook Running Google AdSense Ads to Gain Users (insidefacebook.com)
- Facebook Ads – Choosing a Call to Action (guarantymortgageservices.wordpress.com)
- Facebook Ad Providers Will Compete On Appatyze (allfacebook.com)
- Facebook Promotion: Developing a “Like” Campaign (verticalmeasures.com)
- How Do I Get People to “Like” My Facebook Page? (blogs.constantcontact.com)
- Facebook’s New Ad Targeting Knows What You Read (hubspot.com)
- Top 5 Facebook Marketing Mistakes Small Businesses Make (mashable.com)
- Google’s Version of Facebook LIKE Social Button (socialmediasuccessclub.wordpress.com)
- Easier Online Marketing for Local Small Businesses with Wishpond (readwriteweb.com)