Facebook can be incredibly powerful for local businesses to attract a very specific demographic. In some ways, local businesses may find Facebook marketing easier to yield solid measurable results vs. global businesses, given they are only looking to attract a specific local market.
However, oftentimes, local business owners are so busy running their businesses they may feel they don’t have time to use Facebook regularly. The good news is there aremany simple and effective ways you can optimize your presence on Facebook that don’t take a ton of time or budget.
Let’s look at a variety of Facebook marketing best practices for local businesses, exemplified by several fabulous examples.
Dundee’s is a local restaurant in Cairns, Queensland, Australia and is a client of my longtime Inner Circle member, Lisa
Monks of Chipmonk Media.
Dundee’s embodies many excellent Facebook marketing best practices.
Publish a variety of visually compelling posts
With a glorious location on the waterfront and a scrumptious seafood menu, Dundee’s has amazing features to showcase on Facebook in visual format.
Dundee’s shares regular videos of the restaurant inside and out, and the spectacular waterfront view. You really get a feel for the venue from the video posts.
In addition, you can find an abundance of photos and slideshows of Dundee’s yummy dishes.
Our friends at Buzzsumo analyzed 100 million Facebook videos last year and the most popular video topic by a large margin is food.
Garner plenty of reviews
It’s very important for local businesses, especially restaurants, to showcase reviews. Everyone wants to know what peers thought of the food, experience, service, ambience, location, etc.
Dundee’s has a 4.5 of 5-star rating out of 422 reviews. In addition, Dundee’s added a tab to their Facebook page with TripAdvisor Reviews where we can see well over 2,000 reviews with very high ratings.
Run fun and relevant contests for lead generation
Dundee’s encourages fans to enter a contest to win a $100 dinner voucher by simply sharing their favorite Dundee’s dish, or choosing a dish from the menu that they would like to try. The strategy here is to get the audience talking about their favorite meals so others can get a sense of the amazing menu.
In addition, the contest is hooked up to a Messenger chatbot which helps Dundee’s to grow their Messenger subscription list.
Whereas email open rates are around 20 percent on average, Messenger open rates are as high as 90 percent. Ideally, businesses include both email marketing and Messenger chatbot marketing in their mix.
Additional best practices to point out on Dundee’s Facebook page include a gorgeous cover image, profile photo and Our Story photo. These are three prime pieces of visual real estate on your Facebook Page and a picture says a thousand words. You can also put a cover video instead of a photo. In this case, Dundee’s chose a striking image that embodies the ambience and view.
Becky Mashuta owns the Becca Rose cosmetic store in Mystic, Conn. She is a client of my longtime Inner Circle member, Molly Mahoney, The Prepared Performer, who helps refine and implement her marketing strategies.
What can we learn from the Becca Rose Mystic page?
Publish regular video content and Facebook Live broadcasts
Becky shares fun Facebook Live broadcasts from her phone in vertical (portrait) format for personable updates, with fun masks and filters. Plus, she does desktop Facebook Live broadcasts using the BeLive.tv app to share behind the scenes, live gemstone sales, free Tarot card readings and more.
Integrate a Messenger chatbot app
The Becca Rose Mystic page hooked up an interactive chatbot that helps customers and prospects engage and discover more about the store. Additionally, on Becky’s Facebook Live broadcasts, she uses a keyword comment trigger to do free giveaways via the Messenger chatbot. This is a superb method for lead generation. Fans simply comment on the Live video with the appropriate keyword, and the chatbot automatically delivers the giveaway.
Place Facebook ads
Becca Rose Mystic is also a savvy marketer that integrates paid promotions on Facebook. For instance, this simple comment trigger photo post ad invites the target audience to receive a free tarot message.
Placing Facebook ads with either a Messenger call to action or a comment trigger is an excellent way to begin 1:1 conversations with your audience.
Play City is a fun indoor inflatable playground for kids ages 1-12, based in Chula Vista, Calif. My longtime Inner Circle member, Alita Mighela, is the marketing manager at Play City and is extremely passionate about her work.
Showcase your venue with a Facebook cover video
First impressions count and you want your page visitors to immediately get an impression of what your business is all about. Play City has a vibrant video depicting the epic fun kids can have at this venue.
Play City also makes regular use of video content, including Live broadcasts. Videos feature the daily buzzing atmosphere at Play City, kids doing their favorite dance moves, and Alita sharing fun behind-the-scenes peeks.
Use the Facebook Events feature
Play City makes regular use of the Events feature. A little-known secret about using the Facebook Events feature is that your event also shows up in Facebook’s newly revamped mobile app, Local. Local is one of my favorite Facebook apps; it’s super easy to use and has a comprehensive range of search features making it very easy to find all manner of activities to do in your local area.
Use Facebook’s Shop feature
Play City also makes use of the Shop feature on their Facebook page with simple admission tickets, membership and gift cards. Fans can easily purchase online on desktop or mobile. The images for each item are colorful and eye-catching.
The owner of this lovely garden center is a client of my Inner Circle member, Diane Murray of Orbit Agency Ltd.
Willowglen Garden Centre owner, Richard Robinson, is a third-generation gardener and Diane tells me he would openly admit that before he set up his Facebook business page, he was terrified of social media and putting his business 'out there.'
Now, Richard has become quite the whiz at getting on camera and chatting with his fans in such a personable way, showcasing all the lovely offerings of his garden center.
Over a short period of time (around 15 months), Willowglen has managed to gain quite a following, reach a wide audience and has seen a significant increase in footfall and sales.
Just like Dundee’s Restaurant with their compelling food photos, a garden center lends itself perfectly to visual content. Willowglen’s Facebook wall beautifully showcases their range of flowers, plants, garden tools, pet products and more. Plus, Willowglen runs regular contests with fun prizes that helps spark engagement. This dog talent show contest is a great example with hundreds of shares and comments.
Facebook offers small, local businesses such a variety of great ways to not only showcase your products and services but, more importantly, to connect with your audience. Make your business more personal and inviting through engaging video and photo content, contests, and Messenger chat conversations. Amplify your efforts with boosted posts. And you’ll be well on your way to achieving greater success with Facebook, too.
About Mari Smith
Often referred to as “the Queen of Facebook,” Mari Smith is considered one of the world’s foremost experts on Facebook marketing and
socialmedia. She is a Forbes’ Top Social Media Power Influencer, author of The New Relationship Marketing and coauthor of Facebook Marketing: An Hour A Day.
Forbesrecently described Mari as, “… the preeminent Facebook expert. Even Facebook asks for her help.” She is a recognized Facebook Partner; Facebook headhunted and hired Mari to lead the Boost Your Business series of live events across the US. Mari is an in-demand speaker, and travels the world to keynote and train at major events.
Her digital marketing agency provides professional speaking, training and consulting services on Facebook and Instagram marketing best practices for Fortune 500 companies, brands, SMBs and direct sales organizations. Mari is also an expert webinar and live video broadcast host, and she serves as Brand Ambassador for numerous leading global companies.
Bank of America, N.A. engages with Mari Smith to provide informational materials for your discussion or review purposes only. Mari Smith is a registered trademark, used pursuant to license. The third parties within articles are used under license from Mari Smith. Consult your financial, legal and accounting advisors, as neither Bank of America, its affiliates, nor their employees provide legal, accounting and tax advice.