“In my opinion, local small businesses are the great-untapped segment for Facebook and is one that has massive potential. Imagine if “Joe the Plumber” could count boiler maintenance calls the same way an online jeweler like Jens Hansen tracks their sales.”
That’s how Charlie Ardagh, CEO of PropelAd, a Facebook ads tool for online retailers, begins his recent commentary on Inside Facebook about why he believes Facebook is the next big ad medium for local businesses — and the next gold mine for Facebook.
“It is well known that Facebook, as an advertising medium, is highly effective for big brands to get through to customers in a highly targeted and accountable way. Facebook partners offer some amazing technology and services catering to this customer group,” he continues. “Gaming companies have seen outstanding success using the Facebook platform for growing their user base and monetizing gamers. Facebook is the best proven sales social channel for eCommerce merchants large and small.”
The trend has already started, according to Ardagh.
“Many small businesses are already fully embracing Facebook’s free tools — 30 million or more SMBs are already active on Facebook, a substantial number of whom offer consultative services within a specific geography,” Ardagh notes. “Unlike an eCommerce store, many have limited technology embedded in to their day to day activities and have not traditionally used the Internet to generate sales and communicate with customers.”
This commentator thinks more sophisticated tracking and accounting tech will bring local advertisers into the social media fold.
“Account software is now in the cloud — CRM is transferring from legacy paper based systems into the cloud as are invoicing, diary management and with companies like Square payments are being taken at the customers premises via credit card,” Ardagh adds. “Therefore, while we are still dealing with offline businesses there is an opportunity to enable the same tracking and performance marketing capabilities that have up to now been the reserve of eCommerce companies for “Joe the Plumber.”
Ardagh — and he’s not the only one — think local businesses will soon eschew the Yellow Pages as their go-to medium and start flocking to social media. He also thinks that’s “low hanging fruit” for venues like Facebook.
To read more, check out the entire worthwhile read here.
