If you’re a small business owner you’re no doubt bombarded with daily calls from “Sherry” your local Google representative. While Sherry is neither local nor employed by Google, her persistent calls happen for a reason. There is a lot of money to be made by driving more traffic to your local business’ website. What she and other marketers might not tell you is that Google isn’t the only game in town.
Facebook for Local Marketing
By now EVERYONE knows that Facebook is a great social media platform. As a small business you need to have presence there so your customers can find you, interact with your brand, and (hopefully) leave positive comments about their experiences.
But there is a whole other side to Facebook that can be a goldmine if you know how to leverage it.
The term Facebook advertising gets thrown around a lot. Facebook themselves will send you dozens of emails telling you to use their ad platform to drive more people through your door.
Unfortunately it’s not that easy.
In fact, most business owners give up after running 1-2 ad campaigns that generate no leads and no new business. It can be very frustrating.
But that doesn’t mean it you should give up. You’ve just been going about it all wrong.
A Case Study
Let’s take at a local client of ours in Bend, Oregon. Maid in Central Oregon is a small company that offers residential cleaning services. They serve a town of about 80,000 people plus the surrounding area.
They have done a really good job building out their website with lots of good content related to the services they offer. Over the last year they have steadily increased their local ranking so that now they are in the top spot for several important keywords in their area.
This additional traffic means they were able to hire additional cleaners. And now they’re looking to drive even more traffic to book these cleaners out.
Enter Facebook Ads
Since we know there are lots of people in the area searching for cleaners we can easily target the whole city of Bend. But we can actually get even more specific than that. Move-in and move-out cleans are a great way to fill holes in the schedule.
In the old days you might’ve had to contact a local realtor to find new homeowners. But now we can target potential customers based on whether or not they recently bought a house using Facebook. If they have, it’s possible it needs to be cleaned. And if they’re new to the area they might not know of a reputable business to contact.
That’s where we step in. We deliver an ad that offers them 20% off their first cleaning when they contact us. We can track the effectiveness of the ad based on the number of calls and people that mention the offer. Then we can easily calculate the ROI of the ad campaign.
If you’ve thought of dipping your toes into Facebook advertising it’s important to know who you’re targeting and how to get their attention.