Corporate pages (previously, “parent pages”) are easy to manage and allow you to automate Facebook posts, but they should not be the only thing your brand is doing to engage users. Facebook location pages (previously, “child pages”), can help multi-location brands engage with customers in a personal way, providing relevant content on a platform with more than 250 million active users per day. Even for those brands who have a local listings set up, duplicating content across locations could result in a lower organic ranking or worse, customers not seeing the relevance of your brand.
To combat this and resonate with customers, it takes a strategic approach to implement geographically relevant and dynamic local page content. Below are four ways to ensure your Facebook local pages are engaging local customers.
Protect the Integrity of Your Location Data
One of the primary benefits of using Facebook local pages is the ability to syndicate your location data to your claimed Facebook locations. However, because anyone can create a local Facebook page, you may have several unclaimed, unmanaged and inaccurate local Facebook listings that were created or duplicated before taking ownership of them.
Facebook's location feature allows brand page admins to take control of duplicate listings and manage (or delete) them as necessary. Brands can also ensure that local pages are branded consistently by creating one cover image for all store locations and including visual content that adds to a synchronized brand image. Brands can push out consistent location data using a location database and syndicate that data using a real-time content management system. Facebook locations allow you to maintain the integrity of your local data and ensure that your brand is found locally, while recognized globally.
Share Hyperlocal Content
While Facebook corporate pages allow for mass communication across a brand’s audience, such general content is not likely to resonate with local audiences. Content for one audience may even be off-putting or irrelevant for another audience. For example, if you are a retail clothing brand publishing content about your new winter fashion line, the products you offer in Boston stores will probably look very different from the products shelved in Los Angeles.
Corporate marketers should establish a content management system (CMS) that supports the moderation and approval of content publishing across locations in order to ensure accurate branding. With the most local content being supplied by people managing the day-to-day locations. Local facebook pages have grown at twice the rate of global communities, and receive 50% more engagement than brand pages, making hyperlocal content a must for national brands.
Increase Local Visibility
Facebook locations can increase your brand’s visibility. With Google’s recent implementation of Reviews from the Web, user-generated content from third-party review sites such, as Facebook, will now populate within the Knowledge Panel of a user’s search results. With 88% of consumers looking to reviews to determine the quality of a business, your brand’s Facebook location pages could help in forming online-to-offline attribution. Brands will have the opportunity to be found by Facebook users who treat the platform as a search engine, as it is increasingly becoming.
Facebook location pages also allow your brand to generate reviews by maintaining visibility on the local platform your consumers prefer to engage with. Your brand can import star ratings from Facebook local pages to your site in an effort to start an ongoing conversation with your local audience. Repurposing reviews can increase local search rankings, and cultivating reviews helps strengthen brand presence beyond Facebook, to Google search results, native local pages and more.
Implement Precision Advertising
Facebook location pages also provide insights that help marketers understand what products, experiences and incentives inform customer purchasing decisions. Facebook rolled out "Dynamic Ads for Retail" this week, which allows retailers to purchase Facebook ads that will only run if the right products are in stock. This implementation will make it easy for brand managers to showcase products, while avoiding the risk of running an ad for a location that does not have that particular item in stock. The ad implementation will target online users based on the interest they have shown in products and direct them offline to a nearby location.
Armed with data about your local audiences and the most engaged, relevant content, you can strategize past organic outreach and develop strategic advertising campaigns that further satisfy your customers’ wants and needs. Highly targeted local campaigns have a much higher conversion rate than national campaigns, and Facebook provides a platform of over 500 million engaged audience members waiting for your content.
Optimizing your Facebook location pages starts with deleting duplicate pages and creating local listings for any of your brand’s locations that are currently not found on Facebook. Perform a comprehensive audit on your brand’s Facebook location pages with Brandify’s free Quick Scan Report below.