Social media marketing and Facebook enjoy a hand-in-hand relationship. However, it is just as important to realise that sellers can increase their offline conversions through a handful of utilities. What options does this massive portal have to offer and what are some of the primary benefits associated with these strategies?
The importance of monitoring cross-channel conversions
Facebook provides users with powerful tools in order to better appreciate those who may have seen a specific advertisement and taken subsequent actions (such as making a purchase through a traditional retail shop). This type of real-time reporting enables sellers to better understand which publicity campaigns are the most effective at driving physical sales.
The role of mobile integration and location tracking
Another important utility which can help to measure offline sales involves the ability to track individuals who may have visited a brick-and-mortar location. Assuming that a customer has enabled location-tracking services on his or her phone, Facebook will report this type of foot traffic. In other words, it is now easier than ever to appreciate the impact of an online campaign upon offline conversions. This service is currently available in more than 12 countries and it is likely to expand well into the future.
A decidedly personal touch
Facebook advertising is all about establishing a rapport with the end user. By developing a more personalised marketing strategy, it is possible to resonante with loyal clients. This information can then be leveraged to create even more targeted offline promotions including (but certainly not limited to):
- “Selfie” contests at a physical retail location.
- Walk-in discounts and rewards.
- Flyers designed to target a specific demographic or region.
- Reduced subscription prices for those who have recently visited your store.
So, we can clearly see that there are a number of ways in which Facebook advertising can positively influence an ongoing offline marketing campaign. The main takeaway point here is that both online and offline methods should be utilised together in order to produce viable results. Combining the reach of the digital domain alongside tried-and-tested sales strategies is the best way to reach your audience and to increase brand recognition over time.
