With the boom in social media, local visibility on social networks has become essential to developing your social store and, therefore, your turnover. As proof, 55% of online advertising investments generate in-store sales, and 72% of companies have increased their turnover and in-store traffic thanks to social networks.
There are different ways to communicate on social networks. Today, we are going to focus on sponsored communications and, more particularly, the differences that exist between post boosts and local advertising. Follow the guide, and we’ll explain everything to you!
What is a post boost?
A post boost is simply highlighting one of your existing publications. This increases the visibility of one of your posts and, therefore, increases interactions with your community. As it involves highlighting one of your publications, the format remains that of a post in your news feed.
Note that the average engagement rate for a Facebook post is 3.91%. Thanks to post boosting, you increase your local visibility and promote interactions.
When you boost a publication, you can choose the distribution audience between 3 targets: the audience of a previous advertisement, your followers, or the news feed of your fans’ friends.
Want to test post boosts? Here are the steps to follow to boost a post:
- Open your Facebook page and choose the post you want to boost.
- Click on the button at the bottom right of your post, “Boost publication.”
- Choose the CTA you want to highlight: send a message, book, find out more, buy, register, etc…
- Determine your audience.
- Complete the budget and duration of the boost.
- Click “Boost”.
And that’s it, it’s done! You can also use post boosts directly on your Instagram page using an almost similar procedure.
Also Read: What Is The Engagement Rate, And Why Is It Increasingly Important In Digital Advertising?
What is local advertising?
Unlike a post boost, a local digital advertisement is a true geolocalized advertisement created with the aim of provoking a reaction in a consumer. It offers local content, in particular, to generate traffic at points of sale.
Local advertising comes in different formats, allowing you to reach your target repeatedly. Images, videos, carousels, and slideshows complement each other to encourage conversion. It can be broadcast in different locations, such as in the news feed or stories.
Did you know that 49% of consumers aged 18 to 29 say they have purchased after seeing an ad on social media? Digital advertising, therefore, has a direct impact on your drive to the store.
But how do you create local advertising on social networks? Simply by following the following steps:
- Open your Facebook page and go to the advertising manager by clicking on “Create ads” (in the drop-down menu at the top right).
- Determine the objective of your ad. To attract customers to the store, choose “conversion” rather than “point of sale visits.”
- Target your audience: determine, for example, distribution within a 10 km radius around your points of sale.
- Complete your budget and broadcast schedule.
- Choose the format: image, videos, carousel, etc.
- Create the content of your advertisement: complete the images, text, call to action, or even the hook.
- Validate.
The advantages of local advertising compared to post boosts
Local digital advertising has several advantages compared to post boosts.
First of all, it allows you to define a precise objective. By setting up your local digital campaign as closely as possible to your marketing strategy, you can more easily achieve your objectives. Local advertising also gives you better targeting of your customers. Thanks to precise and detailed segmentation, you have access to a qualified audience.
The ad structure is also an advantage. The formats are attractive and stand out from simple posts, which encourages conversion! Did you know that 68% of smartphone users have used the “Get Directions” or “Click to Call” options in local mobile ads?
Finally, local advertising on social networks allows you to use Dynamic Creative Optimization (DCO) techniques. Thanks to its algorithm, DCO offers consumers the best versions of your advertisements based on their location and visual preferences. By constantly adapting to result indicators, the ROI of your local advertising is maximized!
Post boosts can, therefore, be configured more quickly, but local advertising allows for a better return on investment!
Conclusion
Using a post boost allows you to easily increase the interactions and visibility of one of your publications. All you need to do is follow a few simple steps.
Creating local advertising requires more configuration but generates a better return on investment thanks to its many advantages. Qualified audience, conversions, marketing strategy, DCO, etc. Local digital advertising allows you to meet your objectives and generate point-of-sale traffic.
To save time and increase your performance, you can rely on a local marketing platform to set up your geolocalized advertising campaigns.
Also Read: 5 Series On Advertising That You Cannot Miss