Bring Customers from Facebook through Your Store’s Front Door

Wondering which posts resonate most with your small business Facebook audience? We have the answers.

When it comes to Facebook business pages, a recent survey from G/O Digital showed that offers, testimonials and photos or videos are most likely to bring online customers in store for actual purchases. These are all key components of any robust small business Facebook strategy, but knowing that they’re also important for your customers allows you to leverage those components in new ways. Let’s walk through why each piece is crucial for reaching your consumers and how these tools will bring more customers into your book of business.

The right audience will act on your offers

It’s no secret that people love a good deal, but if you plan it right, Facebook can target the audiences that will actually click on and use the offer or promotion. All you need is a general understanding of Facebook’s targeting features and how you can use them to reach the right audience in your area. With Facebook’s new Local Awareness Ads, you can target people within a specific radius of your business’ location. Fifteen percent of consumers are interested in having messages targeted to them based on their location, so a local business owner can easily make inroads in their area through Facebook offers and promotions. Porter Facebook image

You can use Facebook to target people who have been shopping online for services you offer. This ad from Porter was most likely targeted to people shopping online for flights and travel, and then it further incentivizes the customer to check out their services with an additional discount.

Another targeting area to look into is Interests. The Facebook platform allows you to reach people with expressed interests, and since 34 percent of consumers prefer an ad targeted to them based on their personal interests, they’re clearly looking for more personalized ads. So if you’re a local pet shop, you can target Facebook users who have expressed interest in dogs or cats in your area, thus making your offer more relevant to those people because they probably own pets already.

Reviews are the key to convincing customers

When a customer is looking to purchase a product or service, the best information they can get is from people who have already tried it — online testimonials. Since creating case studies might not be topping your local business’ list of priorities, this information makes Facebook reviews and ratings one of the most important components of your social strategy. Smith David Reviews image

Reviews make a major difference when it comes to bringing in new clients. With almost all five-star reviews, this local Chicago salon can easily bring in business just from their Facebook page.

The people most likely to review your business on social media are the same ones that are most likely to speak out on the platform. With 58 percent of consumers saying that they expect to receive a response from a local business on Facebook within one day of posting a question or comment, you should regularly monitor your business page for questions and comments. You should also monitor the actual reviews on your page and respond in an appropriate way: enthusiasm and thanks (in line with the persona you’ve created for your Facebook page) for the positive reviews and offer to remedy the issue for the negative comments.

Photo-heavy posting drives engagement

There are countless opportunities to share relevant, company-centric photos on Facebook, you just get in the habit of being the person who always has their smartphone at the ready. But remember, blurry, fuzzy photos aren’t going to cut it. You don’t need to be a pro, but look up online tips for taking better smartphone photos. Here are some ways to share you business’ photos:

  • Are you having an in-store event soon? Make sure to document it with photos.
  • Are you going to a local event for your company? Take photos or video on your smartphone.
  • Have a regular customer stop by the store on a Thursday afternoon? Snap a photo for the Facebook page.

You’ll see that those easily digestible content pieces like photos and videos get customers to click on your posts. Granted, only users who already like your page will only see your posts, but if a user then likes or comments on your post, an additional story is generated for that user’s friends, thus expanding your reach beyond your typical audience. Tulsa Welding School image

Using photos to help illustrate interesting facts or trivia questions, Tulsa Welding School has built an enormous, engaged audience on Facebook that has translated into actual enrollments for the school.

Also, don’t be shy to share photos that you didn’t take yourself. Look for opportunities to incorporate stock photography into your regular posting as long as it’s relevant and enhances the content you’re posting – and you attribute the photo to the owner. For one of client of ours, Tulsa Welding School, our social management team often uses stock photography along with welding statistics, adding much-needed visuals to facts.

Final Thoughts

With these insights, you can make simple changes to your Facebook approach and start to see actual results through online engagement and more in-store visits. It’s just a matter of planning in advance and monitoring social to make sure you’re meeting your customers on their preferred platform.

Which insights from our recent Facebook research Harnessing the Power of Facebook for Small Businesses did you find most helpful for your small business? Tell us in the comments below!

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