Local Ads on Facebook

Join David Mihm and Will Scott, the CEO and founder of Search Influence while they talk about social paid search or social paid ads on Facebook.

Cost Per Lead

Recently we’ve found that the cost per lead from Facebook was as little as a third as much as the same cost per lead buying keywords on Google. That’s a huge amount of savings and Facebook inspires a different brand of engagement than Google.

Engagement

You have to convince your clients that engagement matters. Initially in the local space it was about are we driving leads. So we’d spend a lot of time and energy making sure that they were seeing the leads come in, but they are now starting to understand the value of engagement and the value of a strong local fan base. For some small businesses the primary reason they're on Facebook is for lead generation or new customer acquisition. It's important to realize that Facebook is much more about engagement and that's really how you should be thinking about it to be most successful.

Local Content for Facebook PPC

Now you should create compelling content about things that are relevant to the business and then using social PPC, if you will, to get exposure for that content. To make it relevant for your local business geographically target those ads and play to affinities that are sort of sympathetic you business, you’ll wind up building a fanbase of prospective customers even though the thing that originally engaged them was the cause.

Special Offers

Whether it's redeem a coupon, come in for this special offer, or refer a friend, any of the typical asks are going to be effective on Facebook. Once we've got them, we'll then start making offers to them. Keep the 80/20 rule in mind.

Convert to Email

We've found that people tend convert well on Facebook. Once we've got them as a Facebook fan, you may be able to convert them to an email list. It's a much more personal kind of messaging, and MailChimp, Constant Contact, and most email marketing clients have Facebook plug-ins for email signups.

This is especially nice since, ninety-some percent of posts aren't actually seen on Facebook. If you can capture an email address, they're obviously much more likely to see it in their inbox and open it and everything else.

Events

In the case of retail facing business you can invite them to events. Do an Eventbrite invitation or we'll do a Facebook event to get people into your local business and excited about your brand. You get much more qualified folks if they've actually visited a place of business.