A recent study from Constant Contact found that 82 percent of small and medium-sized businesses (SMBs) surveyed use Facebook for marketing, while according to Socialbakers more than 37,000 businesses have a presence on the social networking giant. Obviously businesses find value in interacting with customers and potential customers on Facebook, but with the arrival of Graph Search, a reimagined social search function which serves hyper-relevant search results from the user’s social graph, the company has made it clear it wants to provide a local user experience.
Facebook adds another high profile outlet and a massive audience to the growing swell of localization — unfortunately not many businesses have kept pace. The CMO Council’s Executive Director Donovan Neale-May stated in a press release announcing a new report on the importance of localization in marketing: “According to the U.S. State Department, American businesses lose $50 billion annually in potential sales because of problems with localization, so it is clear that this localization gap has a significant lost opportunity cost to any business willing to allow 30 days to pass before driving relevant content into a local marketplace.”
So what steps should local marketers take to maximize the value of their Facebook presence? First, marketers should claim location pages and optimize their presence for Graph Search. Second devise a complementary content strategy for corporate brand pages. Local marketers should also consider using Facebook ads to supplement organic pages content.