When it comes to advertising in the past, larger, national companies have always had the advantage over smaller, local businesses. This is not the case today. Facebook allows local stores and businesses to thrive, and provides them with numerous marketing tools. The “Business Page,” for example, gives local businesses a shot at putting their foot in the door of social media marketing.
In short, a Business Page is a profile made specifically for businesses. It that grants them the ability to market their products and brands, reach out to current and prospective customers, send out promotions, and is also a place where many public relations functions happen. The Business Page is a great way for local companies to get started, but how can they really dig deep and find marketing success on Facebook? The answer is Facebook Advertising API. This is a marketing function provided by Facebook that allows companies to manage their audiences and ads, and gain insight on them. Using Walmart as an example, a small business can use the API tool and Facebook Insights to gain awareness of the characteristics of Walmart’s current customers, and reach out to audiences similar to theirs. And with approximately 1.86 billion
active monthly users on Facebook, that could potentially be a lot of consumers. Essentially, Facebook lets local businesses use large corporation’s data against them.
It is one thing to read about how a small business can be successful on Facebook, but it is another to actually hear a real company’s prosperous marketing story. Cupcakin’ Bake Shop, a cupcake shop located in Berkeley, California, wanted to reach a high number of local audiences and increase their sales. By using promotions on their Facebook Business Page and Facebook marketing tools called “Lookalike Audiences” and “Core Audiences,” Cupcakin’ Bake Shop was able to increase their foot and website traffic while also saving a lot of money. Lookalike Audiences and Core Audiences allow businesses to connect with markets that are interested in their brand. This store is just one of many stores that have experienced successful marketing campaigns via Facebook.
Today, local businesses are flocking to social media to advertise and market products. With the use of the abundant devices offered by Facebook for advertising, these small companies can now hold their own in today’s busy, mobile society.