Facebook Plans to Emphasize Local Businesses More

Posted by: Chris Marentis

Facebook Plans to Emphasize Local Businesses More

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If your company advertises on Facebook, you’re certainly not alone. According to Facebook’s second quarter report, the social network has more than one million active advertisers, and that number is expected to increase. One key factor in Facebook’s growth has been mobile advertising, but local advertising has played an even bigger role in the social network’s growth. Although many large companies turn to Facebook for advertising, Facebook’s recent earnings report indicates that local businesses buy plenty of Facebook ads, too.

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Facebook is now a staple of most local business’s marketing strategy. Although not all businesses have chosen to advertise on Facebook, about 18 million of them have a Facebook page. Some small businesses have even replaced their own websites with their Facebook page.

Facebook’s Changes Have Paid Off

As you may have seen in previous blog posts, Facebook has revamped its advertising products, making it simpler for local businesses to create and manage their Facebook ads. Before the changes, there were an overwhelming number of products available to advertisers; as a result, some local social media marketing professionals may have chosen the wrong type of advertising for their company, and their campaigns weren’t as profitable as they could have been.

The new advertising structure helps businesses identify the right type of advertising based on their goal for the campaign. In late 2012, Facebook made it possible for local marketing experts to manage their advertising campaigns from mobile devices, which helped them save time and may have increased Facebook’s local ad revenue. In another shift to mobile, Facebook redesigned its business pages for mobile, which made it easier for people connect with companies.

Facebook Keeps Its Eye on Location-Based Services

The second quarter report shows that Facebook is actually dependent on local businesses like yours to generate revenue. Without small businesses, Facebook’s future wouldn’t be nearly as bright. For this reason, Facebook has plans to emphasize local businesses even more. The introduction of the Social Graph tool, which helps users pinpoint places in their geographic area, has been great for local businesses. A mobile version of the Graph Search is coming soon, and Facebook has also been working to acquire a local map app to its platform, but it is unclear when something like that will be available.

Take Advantage of Insights

If you purchase Facebook ads, make sure you’re getting your money’s worth. It’s up to you to make sure that your ad is performing well, and to make adjustments if it isn’t. Fortunately, Facebook’s new Insights tool makes it much easier for you to check in on your followers’ engagement with your company.

Chris Marentis

Chris Marentis is a passionate entrepreneur and innovator determined to leave a legacy bigger than himself. Chris grew up in an entrepreneurial family with a father who owned a home contracting HVAC business. When traditional media was disrupted by the online world, empowering consumers to rely less on sales people and advertisements to make decisions, large companies with big budgets could afford to play the game, but the local entrepreneur, like Chris’s father was left behind. This disadvantage inspired Chris to write Surefire Social: the guide for local SMB’s to compete in the digital world. Chris was invited to speak at events and demand grew for ways to implement his ideas. Chris turned his vision into a reality when he started Surefire Social in 2009. Feedback was strong. Businesses began asking for help implementing their digital marketing and Surefire evolved into a SaaS and services business. The company’s dramatic growth came with only 1-2 sales people at any given time and a limited marketing budget, thanks to referrals from rabidly loyal clients. The company’s latest innovation Surepulse, an SMB’s Digital CMO, provides data insights and competitive tactics to marketing novices, giving them complete control over their online marketing activities. Chris has spoken at the following events: SMX, BIA/Kelsey, Hanley Wood International Roofing Show and Contractor Summit, NAILBA National Conference, Tech Summit, CCN, GAF Wealth Builders, Gutter Helmet National Dealer Meeting. Publications Chris contributes to: Street Fight, Search Engine Land, iMedia, Social Media Today, Franchising World‏.

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