For finance brands with a presence in numerous locations, the decision to have a single corporate Facebook page can seem limiting, while the notion of setting up a separate Facebook business page per location is overwhelming and time-consuming. Enter Facebook location pages, an under-valued workhorse that can help to deliver localised content to the right audience.
What are Facebook location pages?
Facebook location pages are set up from a single parent page that represents that main brand. Local pages can then be created for each relevant location; all of these sub-pages are connected to and can be managed by the centralised parent umbrella page. All location pages can input individual details including Address, Contact Details and Opening Times, as well as receive their own reviews and comments on their page.
According to a State of the Market survey by localised social media platform provider SOCi, 72% of social media brand engagement is happening on local pages while 66% of content impressions also happen on local pages. This highlights that a brand’s best opportunity to engage with its audience on social media is to ensure that it taps into its local markets. Facebook location pages make this process simple by combining the value of local content with the practicality of a centralised brand page.
How can finance brands use Facebook location pages?
- Each individual location will show up separately in Facebook search
Although all locations are easily managed from the central parent page, each individual brand will still show as a separate entity within Facebook search, which you can see in the TSB Bank example below. This allows each local branch to interact with its target audience while minimising the page management required.
- Create a single post and syndicate it to all relevant locations
With Facebook location pages you can create a post through your parent page that you then re-post to all relevant location pages. This is a simple way to keep your local pages up-to-date, provide them with useful content that they may not otherwise have access to and guarantee brand consistency. This doesn’t mean that individual pages can’t also post their own uniquely local content, but rather provides a simple way to deliver a mix of top-down relevant brand content combined with more locally sourced posts.
- Create ads and track insights for each local page
Once your location pages are set up, you can set up Facebook ads and garner insights for each individual page – targeting your messaging specifically to that location. This can help drive hyper-local awareness, drive foot traffic and website visits with detailed insights per specific location.
How to set up Facebook Location Pages?
To set up a Facebook location page, you must first already have a business page and be an admin of that page. From there it is a simple process:
- Open Store Locations in Business Manager.
- Select the Page in the top menu for which you want to add shops.
- Under Manage your shops details, click + add shops.
- Follow the steps to add shops details that create a new shop Page for each physical location of your business.
Knowing how best to personalise content isn’t simply about how you distribute it. As specialists in finance content creation, we can help you create content that resonates with an array of different audience groups.