By Martin Ochwat
Marketing strategies communicate at the social, personal and emotional level to have an impact on a customer’s decision making. The success of your marketing campaign is also dependent on how well you understand social media platforms. Facebook is the most popular and influential social networking platform out there. Do you want to miss the opportunity to reach 2.3 billion monthly active users? The sheer number of prospects is enticing. With Facebook, you can target different audiences across various demographics. One of the most important features, however, is the ability to target hyper-local audiences.
Businesses need to ideate, create and execute content on Facebook that’s relevant to their core audience. Finding your audience isn’t difficult in the social media age. Crafting the right message to the target audience is. Facebook marketing experts like Martin Ochwat often build campaigns centered around local audiences. A successful local marketing campaign could drive strong engagement rates by focusing on local culture and curating a list of community activities to be included in one’s weekly content calendar.
A local Facebook marketing campaign highlights and promotes relevant activities, places and events in a region. It offers the ability for marketers to build a loyal fan base in their community. To get started, we’ve created a list of 9 essential tactics to get you get started with local marketing on Facebook.
1. Pin Your Hopes on Website Traffic to Create Social Buzz
Businesses should focus on building online relationships with their existing user base. It is beneficial to tap into already loyal visitors & customers. Their voice should be shared across all platforms. To help facilitate this, your relevant website pages should have social media icons to make it easier to share across all social media platforms.
Brands need to make conscious efforts to raise awareness of their social profiles by putting social icons in the right places. The prospect of online engagement begins with winning the trust of your audience. It’s an opportunity for both the customer and the brand to take their relationship to the next level.
Re-engaging existing visitors is often much cheaper than trying to acquire new ones. Turning these visitors into social followers can also help generate a strong return on investment (ROI). As a brand, you’ve already done the hard work of investing in quality products and services. People reply by showing faith and trust in your brand through repeat purchases and referring others to your site.
2. Share your Digital Presence in Everyday Communications
The inclusion of social links in your official communication channels, such as company newsletters, may seem like a simple tactic. It refers to social media where prospective customers can learn more about your company’s culture at a deeper level. It’s important to emphasize your brand name. Including social media links in your email signature is a great way to share your profile even further.
3. Post Engagement, Customer Reviews and User Feedback
After leading prospective customers to your official Facebook page, the next task is to generate their interest and engage them. Post engagement is one of the most difficult parts of social media. Brands struggle to develop and maintain healthy engagement levels on a consistent basis. The quality standards in terms of images, videos or regular updates are ever-increasing. Brands struggle to find the right balance between the number of total followers and engagement per post. It can often raise doubts in your marketing efforts.
Businesses should come forward and ask fans to share reviews. This can help others to learn about your product or service offering. Brands can incentive their customers to share by offering referral-based rewards. Running surveys to collecting valuable feedback from existing customers is another great tactic. Even a simple feedback box on your webpages can generate honest customer responses.
4. Effective Content Strategy for Facebook Marketing
The quality of your content often determines the level of engagement it receives. Many followers will not participate or share your content, even if they love your brand. For others, they look at your content’s relevance, tone, visual appeal and overall message to start a dialogue on any given post.
Brands need to create content that’s relevant to their local audience. This increases your chances of engagement and positive customer experience. For example, you can ask an expert to guide you on developing a strong local fan base. Martin Ochwat often focuses on the importance of keeping the content calendar diverse. Including videos, infographics, contests, and polls can also keep the audience engaged in various forms.
5. Facebook Groups as an Information Powerhouse
You can create a Facebook group based on predefined preferences. There are three main options available: Open, closed and secret. Businesses often pick a different option depending on their end goal. An open group allows anybody to join and follow updates or participate. It can increase interactions with your brand and allow you to reach a wider audience. The closed group option is great if you want a more controlled environment. Brands can focus on inviting their core users and offer a higher level of customer service. The secret group option enables complete control over the privacy of members. It focuses on privacy among team members and different stakeholders in the company.
Facebook groups can give a significant boost to your marketing. Businesses often gather useful insights from people who matter in these groups. Only users who are part of the group would be exposed to these more intimate conversations. Brands can also potentially reduce social media monitoring by changing group preferences to closed rather than open. These types of groups are relatively popular among eCommerce brands and their VIP customers.
6. Promote Local Talent, Events and Culture
Businesses should consider highlighting local events to develop a sense of openness. Customers often like to support efforts promoting their local community. Businesses can show their social values in an ongoing marketing campaign to serve the purpose of building a stronger local brand image. It’s a win-win situation for everybody involved. The local community finds the right platform and the business builds strong local roots during the process.
7. The Prospect of Profitable Facebook Ads
Businesses should consider investing in Facebook advertising. These marketing campaigns require dedicated investment to draw attention and generate interest. Luckily, most small and mid-sized businesses can manage Facebook ads with ease. They can set a budget limit, customize the campaign and experiment to find the right creative. Businesses can target users for their specific objectives such as website conversions, page likes, post engagement, app installs, or app engagement, among others.
Ad copy and creative are often the two most challenging aspects of running a Facebook ads campaign. Businesses need to spend some time, resources and effort to make their ads bring in desired results. They should consider having this be a core task on their marketing team or hire a social media ads agency to look after the creative and technical aspects of creating campaigns that drive results. Marketing expert Martin Ochwat can also be reached through if you are looking for help with your Facebook ad campaigns.
8. Add Facebook Shareable Links to Spread Awareness
The amount of time and resources spent on creating blog posts, web pages and other promotional material requires embedding sharable links to make it easier for the readers to share. It all comes with the confidence that you have in your product to encourage users to promote your content among friends and colleagues.
9. Be Supportive of Other Brands and Relevant News
Brands should be proactive in sharing the right content with their audience. Content can be from any relevant industry or competitor. The idea is to make the audience aware of changes in their local community. It sends the right message to your audience. People consider their favorite brands as important to them. They associate many positive (or negative) feelings with them. They want to share good news and expect the same from the brands they care about. It fortifies the brand-consumer association.
Marketing experts have always stressed the emotional aspect of selling products and services. Leading brands have been bringing audiences closer to their favorite products and thus, building a closer relationship. A marketing expert can guide businesses to have a healthier and happier association with consumers. It is about the kind of urgency, compassion shown to help the audience have the right information.
A successful Facebook marketing campaign delivers relevant information, customer education and garners interest from prospective customers. People like to engage or promote content which adds value to their day-to-day lives.
About the Author
Martin Ochwat is a leading writer focused on social media and e-commerce marketing. He is passionate about writing content that’s vibrant, refreshing to read and that inspires readers to take actions. He is helping people in all aspects of online marketing through the expert industry coverage he provides.