In the last few years Facebook has made a number of major moves to ensure it plays a major role in local marketing.
And it has succeeded based on these statistics:
- Two out of three people visit a Facebook business page each week
- One out of three people on Facebook look for recommendations and reviews on the platform
- 80 million businesses use Facebook
- 6 billion people are connected to small business via Facebook
What’s more, a recent study revealed that there are 25 times more impressions taking place on Facebook than corporate or brand pages. The hypothesis behind these numbers is that consumers value local content to be more important than generic or national brand content, especially the local reviews and recommendations.
What is Facebook Locations?
Previously known as ‘Parent Child’, Facebook Locations lets you bring together all of your local Facebook pages under one main brand page. This makes it much easier to connect and manage all your stores on Facebook. For example, you can quickly add new store pages and edit information for existing store pages from the one place.
Cascading content down to local Facebook pages
In 2016, Facebook launched the ability for multi-location businesses cascade posts made at the corporate page level down to their local pages. There are three options for how these posts can be flowed down.
- The corporate posts show up on every local page.
- The corporate posts show only on local pages that do not already publish their own posts (default option).
- The corporate posts never show on the local pages.
On the surface, having corporate posts automatically cascade to local pages seems like a big win, especially the time saved compared with manually posting the same message to multiple pages. However the issue is that these cascaded posts don’t look or behave like unique local posts. They are actually “shares” from the main page with common metrics (likes, comments, shares). This reduces the amount of people who will be exposed to that post because the cascaded post will not be displayed in the news feeds of followers of the local pages. In fact only a small percentage of followers of the main page will see it, with this number getting smaller each year with the declining organic reach caused by Facebook’s algorithm changes. Beyond the numbers, these posts will be less engaging due to their generic nature compared with posts that carry the same message but ‘feel local’.
How to beat declining organic reach and engagement.
The only way to maximise reach to local audiences with organic content is to post unique, relevant, localised content on local pages. If you have a large number of locations or local pages this task might sound daunting, but there is a way to do it quickly and easily.
Brand Machine has a local social automation solution which allows companies who have enabled the Locations framework to automatically create unique, localised posts on each of their local pages. You can also create groups of pages (based on geography, the products or services they provide etc) and select which posts go to which groups. Most importantly, you’ll have a single dashboard view of your analytics across all your pages, enabling you to improve your strategy constantly. Comment and review monitoring for all pages can also be done through the single dashboard, simplifying what would otherwise be an onerous process.
Learn more about this and other Local Area Marketing Automation Apps
New local marketing automation apps will be your best friend in your quest to improve the efficiency and effectiveness of your local marketing. For a concise overview of the solutions available, check out our recent eBook - 6 Game Changing Marketing Apps for Multi-Location Brands.
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