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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 events 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 post directly to 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 ability to place a sign on the window of your brick store. 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 that you can make in Google My Business:

COVID-19.Offer.Products.New.Events.Hours Update.

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

Of course, there are much 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 promotions and contests. You can do this through an “Offer” post.

Be sure to include a large piece of media, a clear promotion or an offer 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 come 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 “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.

Are you closing for renovation? Or does a leader in your team have a hot tip for customers? Are you looking to hire a specific set of skills? Ready to highlight award-winning employees?

Any kind of press release or short blog works here. You can include an external link where 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 you cast an event, you will get the word out to maximize participation. Business posts give you an easy opportunity to attract attention to your event.

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

Mark the time and location of the event for the sale so people know exactly when it takes 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 this 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 so much more.

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

You can do a lot to promote your event on Facebook, such as posting photos or videos to the event page, inviting people and controlling who sees or can attend the event.

Facebook has added great flexibility and options.

Share local promotions or other events

Use Facebook events as a way to advertise 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 be notified about special offers, free community courses, 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 advertising for your events is to get more RSVPs, sell more tickets and raise awareness of the event. It is generally worth it and it allows you to increase your presence 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 very helpful for both parties involved, especially when it comes to local businesses.

At the very least, you are both aiming for the same geographic 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. 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 attract crowds, but there are clever ways to encourage people without requiring them to meet your team in person.

For example, Morning Brew raised money for a food organization and offered a branded cookbook to anyone who donated any 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 approach.

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

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

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

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Image credits

All screenshots taken by the author, July 2021

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