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Time AboutEverybody of us is aware of
the growing importance of local marketing, especially with the coming of mobile
devices, like smartphones, tablets, etc. People on the go use these devices to
look for the contact details, direction to nearest location of a business and
this means is regularly growing in popularity because of the importance of ease
and accuracy of information that users get.
Multi-location brands and local marketers
were struggling to make this information accurate and accessible; Facebook
Graph Search came into role and developed high level of interest, as it is the
first to disrupt the traditional search behaviour that brings in relevant
content from the web. On other hand, Facebook Graph Search brings in
personalized content from social graph. Taking advantage of the social graph,
Facebook searches for people, videos, photos, etc that are shared by people.
Local marketers, multi-location brands,
agencies should capitalize this opportunity. In order to do so, they should get
local by claiming local page for each location and work with local
representatives to build on local followers. Local facebook pages can carry out
the task better than national brand pages in various ways. The study has
brought to light that local Facebook page is more effective than corporate
brand image. It receives five times more marketing reach and eight times more
engagement. Likewise, content from these pages also receive more users’ newsfeed
and likely to cause more engagement.
Let’s look at the steps that may lead to
Graph Search Success.
Though one should continue manage
established page, but they should also build location page tied to their
corporate page. The information filled in about section is useful in helping
users finding pages in graph search. Take care that correct information is
filled in these pages; else it may cause frustration and may become the cause
of dissatisfaction among customers. Removing duplicate listing is also crucial.
Customer engagement should be taken care
of. It is important to build local
followers and that can be easily done by creating new pages for each location.
Engaging customers to write reviews, increase likes, etc. It would lead to more
interaction. There can be other activities; such as check-in rewards,
recommendation box, etc that could be helpful in improving upon the level of
engagement. Relevant local content can further bring upon customers’
engagement. The interaction on a page soon appears on Graph search results and
thus, can be beneficial for the growth of the business.
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