With over 91% of consumers using Facebook to find a local business online, brands cannot afford to have inaccurate location data or unclaimed listings on this widely adopted social platform. Social media is changing the way that people interact with the world around them, and Facebook still dominates the social landscape, with 80% of total internet users also using Facebook. Inconsistent or inaccurate location data such as name, address and phone number (NAP) information can result in the loss of your local rankings, brand authority, and ultimately, your bottom line. Here are four ways to maximize the power of Facebook local listings and drive more traffic to your store. How to Optimize Your Brand's Facebook Local Listings
1. Develop a Parent-Child Brand Page Structure Take advantage of Facebook’s focus on local by establishing parent-child pages for your corporate brand and each corresponding location. Brands with five or more locations can create a corporate-controlled (parent) page and multiple (child) pages for each physical location. Rather than creating child pages individually, corporate simply provides the location information to Facebook, and Facebook will automatically create the child pages for each physical address. With child pages, brands can leverage Facebook’s sophisticated advertising platform to target nearby customers and entice them with hyperlocal deals and offers. Brands can leverage ‘Shop Now’ buttons to drive Facebook users to e-commerce pages or opt-in offers, and ‘Call Now’ buttons to drive engagement with the physical location. The corporate controller can create national or regional deals that apply to each child page, or the corporate admin can give individual permissions to the child pages (store locations) to publish timely, location-specific content. Facebook has a built-in map and store finder that will populate all of your locations within a user’s specific geographic region.
2. Maintain Accurate Core Location Data If a client finds your local address through Facebook and then heads to Yelp to look at reviews, but notices an address inconsistency for the same location between the two social sites, the result is likely a lost customer. Similarly, don’t miss out on local business due to unclaimed (or nonexistent) pages. If customers don’t know your brand exists, they can’t visit your location. Brandify conducted an analysis of over 30 brands on Facebook and found the following errors or inconsistencies in location data:
While core location data generally includes name, address and phone number (NAP), Facebook users demand accurate imagery and hours of operation, as well. There is nothing more frustrating than arriving to a local business only to find that the hours were listed inaccurately and the business is closed. Similarly, Facebook users trust brands that include photos of their location and/or products and services. Customers value simplicity and transparency and brands can display these characteristics through accurate hours and personable imagery.
Optimal Facebook child pages include imagery that serves as a testament to quality and transparency; such pages include social sharing buttons, click-to-call buttons, plainly visible reviews with an average of 4 to 5 star ratings, and address listings that are visible in multiple places across the page. Facebook’s map should make it easy for potential visitors to get directions and the local store number should be listed, as well. Heavy hitters in the multi-location game, such as McDonald's, are doing this very well:
3. Invest in a Content Management System (CMS) A content management system can help enterprise brands schedule timely, location-specific content, which showcases upcoming events, current products or relevant deals. Having a content management system in place allows brands to pre-plan, calendar and set up an approval system to get localized, branded content released at a time when it is most informational and beneficial to consumers. A superior content management system will also have the ability to integrate user-generated content (UCG) into the stream of posts and respond to consumers who engage with those posts.
4. Implement a Review-Response Strategy Maintaining your brand’s online presence means actively engaging with users and responding to reviews, not just monitoring online activity. Dead pages, stale content and poor reviews that lack responses are quick ways to lose an audience and destroy a brand. Research has found that 81% of consumers research reviews before making a decision to visit a store, and consistently poor reviews or a lack of action on behalf of a brand are some of the biggest deterrents for prospective consumers. A review response strategy is crucial for brand success and local growth. A great CMS will include tools that help you establish and manage your review response strategy alongside your content.
Vetting a Solutions Provider For multi-location brands, managing multiple listings data, responding to reviews and updating relevant content can seem like an impossible task. When looking for a solutions provider it is important to make sure that all of your brand’s location data can be managed in one place. Presence management, local listings, data syndication and social publishing are all necessary components of an optimal CMS provider.
Brandify’s world-class Location CMS allows you to do all this and more. Schedule and publish content at the most optimal times for each location; manage and respond to reviews for multiple locations and accross several different platforms in one hub, and cleanse and syndicate location data with our list of data aggregators.
Download the Brandify App to manage all of your Facebook local listings, reviews and location data in one place.