Facebook Audience Network: Store Visits

This objective closes the deal once you feel like you’ve fully educated the customer enough to want to take time out of their day and come to check your business out.

Although this tool can be leveraged for both local business and global chains with online purchasing options, there are completely different benefits that will drive you to want to add this method to your overall strategy.

Local businesses will want to leverage this feature early on, to a warm market who has shown interest in one of your products or services online.

Since there are a lot of e-commerce businesses today that do not have physical locations, you have a real advantage to play by having a store where anyone in the community can come in and browse what you have to offer and speak to you directly from what they found online.

Local business owners can keep their costs down and save the hassle of creating complicated multi-stage online campaigns when they have not reached the stage where they are able to comfortably invest in an upgrade. Store visit campaigns that leverage warm traffic from your product catalogue or updated webstore will let you increase your revenues by serving a market that wants to search, share and talk to you brand online but to make a final decision, they have to come into your store or use your website upon their first visit. Think of this as a digitally enhanced shopping experience for your local customers.

As your revenues climb, you can start to look into countrywide-to-worldwide campaigns which let you sell all over without needing to add on extra processes.

Multi-location regional chains are able to leverage this feature to save them time when promoting offers across all of their stores. After your campaigns are set up properly, you will be able to deploy campaigns to a selected radius for every one of your location across your market.

This alone lets you save time when you are deploying your campaigns. The real value is that all of your campaigns can remain consistent throughout all of your locations and be controlled by the head office while they appear to your target audiences from each local store page to make the campaign more localized and actionable.

Take a grocery store as an example. The main page runs a campaign that provides value to the target market by showing niche recipe guides being cooked as a follow along video. Anyone who would be (lets say vegan) would either skip, share, or watch the piece. Anyone who watched (x) amount of the video or clicked on the recipe download will see the localized ad from the grocery store mentioning that the list for that recipe is now 20% off if they show the coupon and bring it to the store within the next week. See our retargeting resource for a deeper understanding of this part of the strategy.

By triggering action where people consume their content, you are able to understand what they want and when they want it while being able to provide them with real value when they’re in need.

Less advertising. More value based campaigns.

Multi-location businesses with a heavy online shopping presence is the dream for many but a reality for some. When it comes to advertising this business, you will need to make sure that you continue to leverage your stores, at least as a split test so that you can let a bulk of your audience understand that you have locations around them. This not only gives them another option to shop but it also gives your business the upper hand by showing dominance.

It is recommended that regardless of size, you need to schedule a strategy session in order to ensure that you are operating on the most relevant information possible so that your strategies only consist of the tailored selection of tools which are recommended for your business.