We were asked how a company that runs multiple pages for individual golf courses should interact and grow their stand-alone brand Facebook page. Our article may help similar organisations developing a social media strategy.

 

We all know that having a Facebook brand page is a worthwhile investment. But for some companies, one page might not be enough. For example, if a restaurant chain prides itself on local ingredients or a business seeks to cultivate a strong local community around each outlet, it might make sense to have a brand page for each location. But then again, does a brand want to divvy up its audience and dilute it among several similar pages?

While chunking up an audience among numerous social media accounts may seem counter productive, it does work to the advantage of some brands.

Running a local Facebook page is an extension of the conversations you have in your local store with your guests every day. The goal though with each social media channel is creating a hub that’s more than about just your products. And to do that, the brand may find it useful for each store to create its own community. Ultimately the most important element is your ability to create conversation and join in conversations guests are creating.

Quite often the brand page can’t address the needs of the local communities and speak to the audience in a way that a site-specific one can. Local pages allow for more meaningful engagement since there’s so much going on at the local level to talk about. Location-specific Facebook pages allow you to connect with the immediate community in a more intimate way, and they enable the brand to post more niche and local content.

Running a Facebook local page creates more work, but by determining your customer voice, so that each page represents different sorts of stories, you can make individual stores responsible for community content.

So if each golf course has a Facebook Page, then what goes on the brand’s Facebook Brand Page?

THINK:

Maybe the brand page concentrates on responding to guest needs, promoting new gear and sharing golf lifestyle through inspiring photos; think golf news worldwide and talk the subject rather than location. Then tap into the local content by providing local community stories.

The brand page speaks of the company’s mission and promotes exciting developments. Brand pages allow customers to stay informed of brand news, but local pages concentrate on happenings in their locality.

The brand page thinks bigger!

DEFINE:

For any marketing to work, you have to drive

Attention Interest Desire and Action so…

Research your audience: Understand your demographics – what do they read, what do they do, where do they go, what are their interests beyond golf, etc.

Gain ATTENTION either through advertising or posts by…

Arouse INTEREST – not by flogging things but by either educating or creating engaging content.

Then increase DESIRE in your product or service.

Which will, in turn, lead to ACTION on behalf of your audience through increased interest.

At all times consider:

How will we meet their needs?

How do we exceed their expectations?

What do customers value and how do we provide that value?

Do we have customer trends?

Are we evolving to meet these trends?


REFINE: How do we do this?

Develop a social media strategy that divides audiences into groups based on differing needs, so you interact with them in different ways.

Who are your primary customers?

Who are your secondary and tertiary customers or audiences?

What other constituents can you target?

Do you have an audience of “Influential Customers” who can share your message with many other prospects?

Who will be your customers in 5 years, in 10 or 15?

What key messages will best resonate with each of these, once you have identified them?

Consider using different marketing techniques but each time consider customers’ problems, their needs and what are their desires.

Identify your “ideal” customers by considering them in relationship to age, gender, lifestyle, buying patterns, developing needs, location, attitude leisure activities and interests, to name a few.

What is likely to be their primary motive to follow your page? Knowing this will help ensure your solution is better than your competitors and that your advertising is more cleverly targeted?

IMPLEMENT:

Remember the old mantra of “be everywhere” should be replaced with “be where it matters.”

Create milestones for your business so that fans can get involved with who you are and what you are about.

Use tools such as HootSuite to blast the same content — i.e. golf events nationwide and golfing trends — to all locations, in addition to the brand page, but be mindful to keep the brand consistent even on the local pages. Local pages have a bit more flavor, including a cover photo that captures each location and more tailored messaging.

Follow other Facebook pages for all things golf. These stories will be the backbone of content for your local pages, while in return you will share the local stories that showcase various locations.

It may be useful to keep the same profile photo or logo on all pages, or local variations on the same theme, which adds a touch of unity to the brand and also helps users know which pages are official since brand searches may yield more than one result.

Consider brand identity and have one consistent voice, so ensure the tone of voice remains the similar across all pages, albeit the brand page will be more authoritative and informative in personality.

Use strong calls to action on your page. Are you wanting them to sign up to your newsletter, call you, book ahead or follow you and share your content with others for example. Many brands miss this point.

If you need help or have ideas to share please get in touch.