We are all about working smarter, not harder. And marketing is striking a balance between effort and time (and money, of course. But time equals money – round up to the next whole number, take the square root of pi and… sorry, we get nerdy sometimes.)
Where were we?
Oh yes, working smarter. This is why we love using a “secret weapon” within Facebook Insights for Business that is helping marketers and small business owners capitalize on powerful vicinity-specific statistics.If you run a brick-and-mortar business, the information you can glean from Facebook Local Insights can impact your ad strategy, staffing decisions, and more.
Within Business Manager there’s a tab that is often overlooked in the sea of other useful Insights. Even as super creative, right-brained people, we geek out over the metrics in this tab once we began to do a deep dive.
Here’s what we mean:
The Facebook Local Insights section provides super geographic-specific data that shows you what’s the busiest time for Facebook users to be in your set radius and date range, what the top age, gender and home location is of those passing by, and how often your ad was seen by those people (if you’re currently running campaigns.) It’s all privacy protected so it’s showing generalized stats and not specific users information, but there’s power in those summaries that you need to be using as you craft your marketing plans.
How does this help you as a business owner? For the three main categories you see in the screenshot above:
Activity and Peak Hours
Facebook Says:
Use info about when the most people are nearby to make smart decisions about store hours and more.
RPS Says:
We can’t make your operational decisions, but we do use this data to make sure content and ads are going out when you expect people to see it (your current followers AND passers-by alike).
Demographic Info
Facebook Says:
Get to know the general ages, genders and distance traveled by people near your business to inform your marketing and services.
RPS Says:
We use this data to get to know people who are not yet customers or clients and craft messages and ads accordingly to draw engagement. Creating custom audiences using this insight increases the likelihood of your ads do not falling victim to the mindless scroll.
Ad Performance
Facebook Says:
See if your ads reached people who are near your business.
RPS Says:
Spending money is an important decision for any business owner or decision maker. How powerful to be able to verify your ads are being seen by the people around you.
Now, like any data, it’s only useful if it’s actionable. And to be actionable, you have to understand it. A marketing partner like RPS can analyze the data in your business’ Facebook Local Insights and craft a plan to attract the people most likely to walk in your door, drive by your business, or be online when your ad is running.
We’d love to review Local Insights with you in a Discovery Session. Contact us through our site or give us a call – we promise not to be too nerdy when you come in.
