As digital communication continues to evolve, Facebook remains an indispensable tool for brands looking to connect with their audience. One way to reach the platform's full potential is by leveraging Facebook location pages, which can significantly increase reach and engagement. In this guide, we'll dive into the benefits of local posts, share industry examples and statistics, and bring up a few winning tactics on how to craft a strong local brand management strategy.
Facebook's Location Pages vs. Brand Pages
Facebook offers businesses two distinct types of pages: global brand pages and location pages. In simple terms, global brand pages function as the "parent" page for a brand's online presence, featuring high-level content that represents the brand as a whole.
On the other hand, Facebook location pages concentrate on content specific to individual locations, such as in-store promotions, community events, or local news.
When posting content on a global brand page, you have the option to mirror those posts on your local pages, but keep in mind that this mirroring feature does not guarantee that local followers will see the post in their feeds.
To truly reach your local audience, it's crucial to post directly on your location pages as well.
The Impact of Local Facebook Posts
Research that examined the performance of 230.000 locations tied to multi-location brands found that:
Brands that post unique content from each store see a 67% increase in engagement compared to those that simply syndicate content from the parent corporate page.
What's also important is that, even though search engines are still used by customers for most of their local searches, 74% of consumers discover new needs via social content.
Industry Example: Asics
Companies like Asics have successfully implemented a tiered approach by maintaining brand consistency across regions and utilizing regional social teams to manage location-specific pages. This strategy ensures that the brand's messaging remains cohesive and relevant to local audiences.
Learn more about Asics’s local social media tactics in an interview with their global social media strategy manager, Abha Gallewale.
Crafting an Effective Local Engagement Strategy
To increase your engagement rate, you need to do more than just use local posts - it’s also essential to develop a strong local brand management strategy to boost your engagement rate.
Claim and Manage All Location Pages
Unclaimed location pages can lead to hidden customer reviews, lost likes, and inaccurate check-ins. Worse still, they can become sources of misinformation or rogue content. Be proactive in claiming and managing all location pages related to your brand.
Create Valuable Content
To truly resonate with your audience, your content must align with your brand and be of interest to local followers. Focus on crafting engaging, relevant, and informative content that provides value to your audience. Don't be afraid to experiment with different content formats, such as live videos, polls, or behind-the-scenes snapshots.
Encourage User-Generated Content
User-generated content (UGC) can be a powerful way to boost engagement and showcase your brand's connection with its customers. Encourage users to share their experiences, photos, or reviews, and highlight their content on your local pages. This not only adds a personal touch but also fosters a sense of community and loyalty.
Respond to Comments and Messages
Engaging with your audience on a personal level is essential for building trust and rapport. Make it a priority to respond to comments, messages, and reviews in a timely and authentic manner. This not only shows that you value their feedback but also encourages further engagement from your audience.
Promote Local Events and Collaborations
Partnering with local businesses or organisations for events, promotions, or joint initiatives can generate buzz and engagement on your local pages. Share updates, photos, and videos from these events, and tag the involved partners to expand your reach even further.
Monitor and Analyse Performance
Track your local page performance by regularly analysing key metrics such as reach, engagement, and audience growth. Use these insights to refine your strategy, identify areas for improvement, and optimise your content for maximum impact.
Discover the Benefit of AutomationsIf you're looking to boost your business's local engagement strategy, local social media and marketing automation tools like PinMeTo can be a game-changer. Here is how:
- PinMeTo's Location Posts allow you to post your business's updates simultaneously on multiple social media platforms without customising location-specific information each time.
- PinMeTo's Listings allows you to claim and manage all your Facebook location pages, which keeps things accurate and avoids hidden customer reviews or rogue content.
To Sum Up
By using local Facebook posts as part of your marketing plan, you can greatly increase the number of people who see and interact with your brand. Companies like Asics have successfully used this approach, maintaining brand consistency across regions and using regional social teams to manage location-specific pages.
Lily Adamyan, May 4