MUMBAI: For many local businesses, trying to mix local marketing and social media seems almost a contradiction in terms. Looking at recent statistics, however, the two are actually a perfect match. More than 50 percent of mobile phone users in the US today search for local businesses online rather than turning to billboards, newspapers, or the Yellow Pages.

There are a variety of reasons for this including convenience, readily available information, and the ease of searching online. My Local Leads is a Maine marketing firm which specializes in online marketing for local businesses. They provide services include mobile web site development, social media marketing, online reputation management, and more. Advertising on Facebook is relatively inexpensive, but this advice from My Local Leads will help businesses be more effective with their online marketing campaigns.

Do Not Oversell

Yes, companies use Facebook for online marketing. Marketing is loosely defined as selling. However, most social media users do not want to be sold when they are communicating through social media. Facebook is instead a chance for local businesses to build their brand, enhance customer awareness, and create an educated and loyal base of fans that view the business as an authority. Facebook should be used to provide helpful and pertinent or even entertaining information. It provides an opportunity for the local business owner to present the face of the company in a positive light rather than just try to sell things. Those who make the mistake of focusing solely on selling often find a lack of interest and interaction which amounts to lost time and money.

Interact with Users

Interaction with fans and even non-fans on Facebook is huge. Local businesses should reach out and try to communicate with fans of their page and even those who may not yet be fans. This can be done by providing helpful advice in an area in which the company specializes. It can also be done by providing behind the scenes glimpses into the company—pictures of the mayhem of shipment day, for example. It can also be used to direct people to a website where longer, but interesting and helpful blog posts may be posted.

Do Not Underestimate the Power of the Facebook Paid Advertising

It is important to keep track of the return on investment with any online marketing campaign. With social media, this can be a more complicated, as the offline conversions must be carefully measured against online activities. Consumers may see something online and never click beyond that, yet still walk into a local store and make a purchase. Many will tell business owners it costs tens or even hundreds of dollars per fan acquisition using the Facebook network. However, for local businesses, especially those who have very few fans to begin with, this price can be reduced dramatically—possibly even less than 10 cents a fan, but it depends on the service and the approach. To have this be successful and know the true cost of acquisition and return on investment, hiring a qualified and experience internet social media marketing firm is highly recommended.