It may surprise you to learn that geotargeting is a free tool available on Facebook Pages of 5,000 fans or more. I say “surprising” because not enough marketers are taking advantage of this freebie.
The process is easy enough. Just click the “add targeting” button when posting a status update, and choose from fields like country, state/province, city and language.
5 Essential Tips for Geotargeting on Facebook
It’s a simple step that can produce big results for national and international brands looking to take their social marketing up a notch. Here are 5 important considerations to help get you started:
1. Don’t Spam Fans
It sounds obvious, but you don’t want to wish fans a good morning when it’s 8PM for a large portion of your audience. The same goes for the promotion of live events or in-store sales.
Target time-zone sensitive posts and location-specific deals by region to avoid overwhelming your entire fan base with updates that are that only matter to a subset of them.
2. Speak Their Language
Using geotargeting, you can target your post to particular countries and then write the post in their native tongue. This helps not only improve effectiveness, but also fosters brand loyalty.
After all, there’s no “one size fits all” approach to social marketing.
3. A/B Test Your Timeline
Geotargeting gives you a free tool to test your content and campaigns on Facebook. Track the performance of different posts across specific regions your business operates in. You may find that fans in certain areas respond differently to some messaging styles, product types, and calls-to-action (CTA).
4. Local Audience. Universal Appeal.
Since geotargeting lets you zero in on specific locations, you can tailor your messaging to apply to different places based on weather, local news, national holidays, etc.
For example, a national restaurant chain might encourage fans to cool down with one of their fruit smoothies in Florida, while in the North East be promoting their delicious soups to stay warm this season.
5. Don’t Overshare
Let’s face it: a lot of us struggle with over posting. But geotargeting helps you tame the impulse. By considering whether a post applies to your entire audience or just a segment, you‘ll start reducing your frequency.
Instead of mass blasting your audience, you’ll be carefully curating the content your fans see.
Social marketing is all about relevance. Geotargeting is a key way to ensure the most relevant content and offers get in front of the right people. Go ahead and give geotargeting a shot with your next social marketing campaign.
More Social articles from Business 2 Community: