Figuring out how to grow your local market with Facebook is becoming easier to master as more people spend larger portions of their day on Facebook, connecting with each other in search of information and entertainment.
Main Points Of This Post
Since the goal of any smart small business owner is to get the attention of their target market in the most cost-effective way possible it makes sense to take a serious look at Facebook. The reason isn’t just based on the fact that Facebook offers low to no-cost promotional options, but rather that local markets are now actually on Facebook…in significant numbers. That wasn’t always the case.
Since 2006 Facebook Grew From 12 Million Users To Over 1.5 Billion!
What’s more, today’s Facebook users don’t even have to wait to be at their desktop computers to log in to their account. They can check on their smartphones on the way to work, in the doctor’s waiting room, while watching their kids play soccer, and practically at any time of the day they choose.
There are 181 million smartphone users in the U.S. and a recent IDC study reports that 70% of smartphone users check Facebook every day. The majority of those smartphone users who are on Facebook everyday are spending more than 30 minutes there. But they’re not engaging in focused lengthy visits. They visit in bursts and spurts spending maybe 5 minutes at a time throughout the day.
So in the U.S. alone that’s almost 100 million people popping into Facebook throughout the day, using the convenience of a smartphone.
A Facebook Strategy For Growing Your Local Market
As a local business owner and savvy local marketer now’s the time to get your Facebook strategy into gear so you can attract the local business that is looking for you on Facebook.
You’ve got a lot to manage in a given day so how you use Facebook has to make the most effective use of your resources and time. Here are some ideas that will help:
Create a Schedule for Posting Every Day:
Consistency is everything when it comes to building a following on Facebook – and a following is what you need to drive sales. Allot 10-minutes a day to work on your Facebook page and choose the best time of day to do this based on your work style and preferences. Make an effort to stick to that schedule.
- Local Marketing Case Study: Scrub Oaks, a North Carolina restaurant reports that their website has become a secondary resource for customer leads behind Facebook. Following a daily Facebook posting strategy the restaurants reports that they were able to gain more than 1,900 Facebook “likes” and over 1,500 new customers to their email database.
Become a Hub for Local Information:
Given that your strategy is to get local audiences to visit your store, use your services, purchase products, etc., take the time to share the kind of information that will help local audiences in there day-to-day life. Of course you want to publish posts about your particular business, but mix in other posts about things like local festivals, new home developments, town hall meetings, back to school registrations, etc. Position your company as a supporter and champion for your neighborhood, city or region.
The Power of Images:
As noted in the research referred to above, Facebook users browse the network in short bursts and spurts throughout the day. That means they’re not often reading lengthy posts. You’ll be more successful getting your market’s attention by posting interesting pictures about your business. Audiences love to see “behind the scenes” stories – especially if they are captured in great photos. Think about what you can share about your business in pictures and offer useful descriptions and captions.
Interact in a Timely Way:
When you send a message to someone or post on their page how does it feel when they reply to you in a timely way? A timely response makes you feel more like you’re in a real conversation and that your opinion matters. The same applies to visitors to your business Facebook page and the results a timely responses from you could mean increased sales. Remember your Facebook page is a facsimile of you/your business online. Nothing is as powerful as interacting in person, but providing a timely response to a comment or question helps to bridge the gap between the virtual world and real interaction.
Install Free Apps:
There are a number of free apps that you can install on your page in any one or more of the tabs located at the top right of your page, below your cover photo. The only tab you can’t replace with an app is the Photo tab. When it comes to Facebook apps you can choose apps that provide an email sign up form, highlight Instagram photos and even promote upcoming events. There are several choices that you can make and you can begin your search by visiting the Facebook App Center.
Facebook is no longer something to try out for fun. It’s a serious and effective way to grow your business and establish a profile with your local market. Where are you in your Facebook marketing strategy and what would you like to learn more about to help you enhance your Facebook marketing plan?
Sharon McMillan is a business marketer who helps small businesses to tap into the income potential of urban and regional markets. She offers online marketing and copywriting services at www.freshcitymarketing.com.
About Sharon McMillan
For almost 20 years, Sharon McMillan has helped small businesses and organizations to market products, services and ideas. She uses her passion for growing local markets and online marketing to create profitable solutions for people and communities. You can find her at FreshCityMarketing.com.