According to Facebook, 92 per cent of people searching social media for a local business do so on Facebook. But people aren’t just searching – they’re buying. Research shows that 71 per cent of consumers are more likely to make a purchase based on a social media referral. Those sales aren’t only happening on e-commerce sites – Facebook is also successful at driving shoppers to bricks and mortar stores and leading them to make offline purchases.
Here’s how you can better use Facebook to drive people to the door of your local business:
1. Be present
The first way to work Facebook to your advantage in driving people to your location is as simple as getting on Facebook. Research has found that seven out of 10 consumers are more likely to use a local business if it has information available on a social media site. So if you don’t have a Facebook page, you’re missing out on a crucial opportunity. Getting on Facebook isn’t as complicated as you may think (especially if you get Yellow Pages to do the work for you) but it’s important to make sure you provide customers with complete and up-to-date information, including maps to your location.
2. Get verified
To make it even easier for people to find local businesses, Facebook offers local business badges, a grey checkmark that sits right next to your company name on your Facebook page. Companies can get verified by providing a publicly listed phone number or by uploading a document such as a phone bill. Local business badges let users know that the page they’ve landed on actually belongs to the business they are searching for. Even more importantly, Facebook says verified local businesses will show up higher in search results, meaning that if you have the badge, people who are nearby and looking for businesses like yours will have an easier time finding you.
3. Targeting nearby customers
Facebook offers some powerful tools to reach customers who are in the position to come right to your door – and soon. While you may already be aware that you can target Facebook ads to people based on their age and interests, you may not know that Facebook’s tools also allow you to target by location and device. That means you can pay for people who are nearby and using mobile devices to see specific posts and advertisements. Local awareness ads use your address to determine who sees your ad, and allow you to customize the message to nearby audiences with information such as directions to your business from where they are when they see your ad.
4. Reconnect with past customers
Another feature that can bring people from online to offline is Custom Audiences targeting. This allows you to use your email list to determine who sees your ads. If you keep a mailing list of past customers or people who have been in your store previously, you can show them a specific message inviting them to visit you again. This can be an especially good tactic to use for in-store events and promotions.
5. Use local analytics
Facebook has long given page administrators a suite of tools to understand who is seeing their updates and how people interact with their content. Local Insights is a new tool that uses location data from the mobile Facebook app to give local business owners information about offline traffic. While in order to respect people’s privacy, the information isn’t real-time, it yields some valuable insights that can help you to develop local ads and content strategy: using the dashboard you can see how many people are nearby, what percentage are seeing your ads, and the busiest days and times for foot traffic near your business.
Start connecting with local customers
Facebook is becoming an increasingly powerful tool for targeting local consumers and driving them to your business’s door. The first step is getting a Facebook page. Yellow Pages offers full-service solutions to make using Facebook to drive local business results easier than ever.