Get More Referral Business By Using This Facebook Campaign Objective
Last week I got a Facebook message from my friend and colleague Dov Shore. He needed a carpet cleaner and asked me if I knew anyone.
We don't have carpet in our home, but without skipping a beat I knew who to recommend.
And no. They're not clients of mine, nor do I have any connection to them!
I told him to check out "Fresh and Clean" because I see their paid ads all over Facebook and the work they showcase in their ads looks good.
This afternoon Dov told me that he ended up choosing "Fresh and Clean" for his house.
Staying Front Of My Mind
Do you see what happened here? I have been exposed to dozens of this carpet cleaning business' ads on Facebook over the course of several months. I don't even have carpet, so I'm not their ideal target audience.
But it was worthwhile to advertise to me. I brought them business because their ads:
Made me aware of their existence
Caused me to trust them and want to recommend them.
My brick and mortar clients tell me that referral business is the best. Referral clients are their warmest leads because someone they trust has recommended them.
Wouldn't it be nice if you could take a proactive role in generating more local referrals?
Harnessing the Power of Local Recommendations
One way to do that is running Facebook Local Awareness Campaigns.
These campaigns cost much less than traditional advertising like radio, billboard and newspaper, and they offer more precise targeting and larger reach. They also provide the option for local users to get directions to your office directly from Facebook.
Overall Goal With Local Awareness Ads
My approach with these campaigns isn't the direct sale. There are different methods and campaign objectives to use for that.
Rather, I use Local Awareness ads so when someone asks for a recommendation for the service you offer, they remember and recommend you.
By continually running Facebook Local Awareness campaigns to users within a small radius of your office, you stay on top of peoples' mind.
If you're running great ads, you'll get more local business through word-of-mouth referrals.
Start With A Small Budget
You don't need a large budget to run such ads. You can start with $10/day in ad spend in a suburban area and scale up from there as more business comes in.
Here are other examples of how people are looking for recommendations for local businesses on Facebook. Keep in mind that by running Local Awareness ads, your business is more likely to be recommended in cases like these.
Example 1: Looking for an eye doctor
Here, someone was seeking an eye doctor and received several recommendations.
Example #2: Dentist
This person was looking for a new dentist and received 6 recommendations.
We're seeing more and more of this "Recommendations" format on Facebook. By constantly running Local Awareness campaigns in your local market, you can increase the chance of getting referral business for a long time.