This was a key topic of conversation when we attended the Franchise Marketing Forum in Brisbane last year.
Since then we’ve researched the topic extensively and concluded that the case for having local pages is compelling. In the US they’ve stopped asking the question. It’s now the default strategy for most multi-location brands. Here's why:
1) Local pages = more reach.
We’ve all bemoaned how Facebook only surfaces our organic posts to a small percentage of our following audience. But like Google, Facebook loves content with local relevance, so posts to a local page will get much more local exposure compared with the corporate page.
Consider this before and after case study of US burger chain Burger 21:
- The local pages had 27x more reach in aggregate compared with the corporate page, even though the corporate page had a much larger audience.
- Overall total local reach increased 82% after local pages were implemented.
2) Local pages get more engagement.
Engagement is what truly connects consumers with brands and it’s what social media is so good at. Our case studies show engagement will be 8x higher on a local page than a corporate page given the same audience. It’s logical that a local store or branch, staffed by local people and supporting the local community will create more engagement, while making the brand feel less corporate and more local.
3) Consumers expect it.
An increasing sector of the population use Facebook to search and research. If you don’t have a local page, you’ll be out-done by local independents that do. Embarrassing!
4) Improve your local SEO.
Google rates local Facebook pages highly in its ranking algorithm.
5) Take control of your social presence.
If you don’t claim your local pages, someone else will – and posts and reviews may go unmanaged causing reputational damage.
So, what’s the downside?
You might be thinking there is no way your team has time to manage multiple Facebook pages. Plus, the thought of letting your locations loose on social media probably has you shaking in your social shoes.
Thankfully Brand Machine can help with automation apps to assist in managing and publishing to multiple local pages, and running localised campaigns through those pages. Contact us to learn more.
Ready to dive into the wonderful world of Local Area Marketing automation but don’t know where to start? We breakdown all the awesome new new solutions in detail in our new updated eBook, 6 game changing marketing apps for multi-location brands. You can download it here.