These days on Facebook, low organic reach is normal. More marketers are spending money on Facebook advertisers. But there are still creative ways to achieve engagement, including the use of Facebook Groups. Engagement on Groups is higher than Pages, because they bring people with similar passions together.
You can find one already existing that consists of people in your target market. The fastest way to get noticed is to identify influencers and build relationships with them. Do this by reaching out and presenting them with something they might find of interest. Later, you can bring up the possibility of promoting your content or organizing a joint local event. You’ll eventually build a trusted community.
The problem many national brands encounter in social media marketing is that not all locations are the same. This may mean creating social media pages for each location, and you may also need a manager for each location too. But many social media sites already highlight local businesses, and one thing you can do is make sure your information is up-to-date on these services.
Also, you can make sure you understand your local audience so that you design a campaign to meet their needs. Keep your campaign focused on the local level. You may have to rely on trial and error, and you’ll need to test. Remember that at this level, quality matters over quantity.
Dynamic Search Ads, using Google’s crawling technology, reach beyond keywords to bring in targeted traffic. These ads are served based on the content of your website. You can set up your campaign under the campaigns tab in Adwords; select the “dynamic search ads” type, then create your ad group and ads.
Google announced this week that these ads are being overhauled for user-friendliness, so more marketers will adopt them. The new ads will have a revamped interface and improved transparency; also, your ads will be organized into recommended categories. As Adwords moves toward intent-based targeting, dynamic search ads will become key.