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How to use GMB posts and Facebook events for local marketing

How to use GMB posts and Facebook events for local marketing

Are you looking for new ways to market to a local audience?

Google My Business posts and Facebook events are two great ways to get a little extra exposure.

In this article, you will learn how to use Google My Business posts and Facebook events to gain extra exposure for your local business or customers.

How to use Google My Business posts for your local business

Local businesses can type directly on Google My Business, which appears on Google Search and Maps.

This allows you to get ahead of customers looking for your brand or products / services like yours. You can use text, photos or videos to promote your profile through the Updates or Summary sections of your profile.

Think of this almost as if you have the option of placing a sign on the window of your store with bricks. Or even the corner near your store.

Google My Business posts work the same way. Except they’re online …

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There are currently six types of posts you can make on Google My Business:

COVID-19.Offers.Products.What’s New.Events.Hours update.

Many people have used “COVID-19” posts to keep consumers up to date with constant changes, e.g. Changed opening hours, items that may have purchase limits, and CDC rules or guidelines to be followed as a customer.

Of course, there are many more fun ways to use business posts.

Outside of health and safety updates, a good Google My Business post involves a quality image, a catchy and short copy, and a clear CTA.

View contests and promotions

One of the best ways to use Google My Business is for campaigns and contests. You can do this through an “Offer” post.

Be sure to include a good piece of media, a clear advertisement or a quote and a strong CTA.

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The goal of these posts is to convince anyone who has never been to your location to stop by, visit your landing page, or otherwise engage or convert.

Pro tip: Postpone your offers so you do not offer them regularly. People are more likely to bite if a deal feels like a pleasant surprise and if it matches a holiday or event.

Share company announcements and blog posts

With the post “News” you can share announcements about your local business. This can also be a place for blog posts to help expand your content marketing strategy.

Closing for renovations? Or does a leader on your team have a hot tip for customers? Are you looking to hire a specific qualification set? Ready to highlight award-winning employees?

Any kind of press release or short blog works here. You can include an external link so users can find more information and submit it directly to your site.

Highlight upcoming events

Local businesses are known for personal events, community gatherings and now even virtual gatherings.

When throwing an event, you want the floor to maximize attendance. Business posts give you an easy opportunity to attract attention to your event.

Try sharing an event for a sale you have for a certain period of time.

Mark the time and place of the event for the sale so people know exactly when it will take place.

When you share an event in your GMB profile, it can appear in a Google SERP feature, where people looking for things to do in that area can see all upcoming events.

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How to use Facebook events for local social media marketing

Facebook events can also help improve your local marketing.

The platform has an entire section for Events Near Me where users can see what is going on in their area based on specific categories like music, causes, fitness and more.

With the rise in virtual events, Facebook now also has an option to mark your event as online.

You can do a lot to promote your event on Facebook, e.g. To post photos or videos on the event page, invite people and control who sees or can attend the event.

Facebook has added a lot of flexibility and options.

Share local deals or other events

Use Facebook events as a way to announce a sale that takes place over a period of time.

You can also use it for traditional events (online or in person), but you are not required to stop there. Getting creative with events allows you to get the word out about special offers, free community classes, local promotions and more.

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Set ads for your events

You can actually advertise your event yourself. Event ads help get the word out about your event, whatever it may be.

The purpose of announcing your events is to get more RSVPs, sell more tickets and raise awareness of the event. It is generally worth it and allows you to increase attendance significantly.

You can do this directly from your Facebook Ads Manager account and increase the event from your Facebook page.

Follow Facebook’s best practices to get the most out of your event ad. Although the events themselves are free, the ads are not – so you want to do it right.

Partner with other local businesses for a wider reach

Do you want to go with a local brand? Create a co-hosted event to get the attention of both audiences.

Collaboration is super helpful for both parties involved, especially when it comes to local businesses.

At the very least, you are both aiming for the same geographical demographic. Choose a partner whose products or services complement your own.

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Run a fundraiser

Many companies use Facebook events as a way to promote fundraisers. The fundraiser can help a charity, or it can help you advertise your own GoFundMe link to get your business through a tough time.

Just be sure to offer people something in return. Personal events are a great way to draw crowds, but there are smart ways to stimulate people without requiring them to meet your team in person.

For example, Morning Brew raised money for a food organization and offered a cookbook with labels to anyone who donated an amount.

What happens when you look at local social media marketing a little differently?

Changing your perception of popular digital assets can make a world of difference in your local marketing method.

With so much competition for cross-platform advertising revenue, social media innovation is fast and furious. This means that Google, Facebook and more are optimizing secondary features with users and businesses in mind.

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Your local business is a part of it, so take advantage of these simple tactics to help you reach your audience via Google and Facebook.

Next time you have something to promote, do not forget about Facebook events and Google My Business posts. They should be part of your promotional checklist.

More resources:

Image credits

All screenshots taken by the author, July 2021

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