by Does your business market in multiple cities or countries? Wish there was a simple way to localize your marketing based on location or language?
In this article, you'll discover how to set up a Facebook global pages structure with Facebook market pages to streamline your Facebook marketing.
Why Use a Facebook Global Pages Structure?
Facebook location pages, which have been available for a number of years, are particularly helpful when consumers are searching for directions to one of your brick-and-mortar stores or you're offering discounts or special offers at certain locations.
Location pages show up in Facebook search individually, making it easier for people to find stores and offices that are near them.
Facebook global pages, which are slowly being rolled out, are for businesses with multiple global audiences that wish to leverage localization in a particular market or for a particular language, but want to retain a single Facebook page URL.
Global page structures contain market pages, which are simply different versions of the same brand page made visible to users based on their geographic location. In Facebook search, users see only the market page that relates to their region (although they may switch the region if they want).
As an example, Nokia Mobile utilizes global pages. When you click the three-dot button on their page, you'll see the option to Switch Region. If you change the region, the content on the page changes too.
You can choose to have location pages, global pages, or both depending on your needs. Note that page likes will be aggregated across all of the pages in your global page structure.
#1: Determine Your Localized Targeting Strategy
Location pages are targeted to potential customers near your store or location. They're designed to reach people who are searching using “near me” keyword phrases and want to physically go somewhere.
Global pages are targeted by language or location (region). Because your options are virtually unlimited, you might want to consider your growth markets and key regions before activating global pages.
As with any localization strategy that follows markets and not store locations, if you're just beginning, start small and grow your markets to make sure you can manage content calendars. You can localize for specific markets or regions you've identified as potential areas for growth (for example, Spanish-speaking users) and go from there.
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GET THE DETAILSWhen using global pages, you only choose one market page option—such as the Spanish language. You can also set a default global page for users who haven't set a language or aren't in the location you specified.
For Nokia Mobile, the Cayman Islands, Cambodia, and a few other countries don't have market pages so areas in those regions see the default global page.
The best strategy for designing a global page structure is to use your buyer personas, the fictional representations of potential customers you want to attract. Start by looking at your current customers, perhaps by interviewing them or reading testimonials or reviews. Get an idea of their demographics (age, location, and other identifying features), background (education level, career), and motivations (what problems keep them up at night, how you answer their challenges).
Your buyer personas will help you create content that speaks to potential customers at every step of their journey with your brand and is locally relevant to them. Hyper-local content is highly effective. You can see that by the popularity of social networks like Nextdoor or TikTok, which show people content local to them first.
Once you know the specific regions or languages for which you're interested in growing your customer base, you can create market pages within the global structure (also called global pages) targeting that region or language.
Pro Tip: Make sure your targeting strategy on Facebook matches your digital strategy. Your paid digital ads and website should be localized in the same way so potential customers get an uninterrupted flow of localized content. Many website platforms can provide localized landing pages that change the content based on the visitor's IP address, ensuring your localization efforts carry through to conversions or online purchases.
#2: How to Switch to a Facebook Global Page
If you've decided you want to switch to a global page structure, go to your Facebook page and click Settings. Then select the Global Pages tab. If you don't see this tab, you don't yet have access to this feature.
Once you've migrated to global pages, you can't switch back. But while you can't undo global pages, you can delete them. Note that the fans of the page you delete will move to the default page. To delete a global page, first you must remove the targeting for that page. Then you can delete it from the page settings.
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#3: How to Add Market Pages to Your Facebook Global Page Structure
To add a market page to your global page structure, click Add a Page next to Market Pages. Then choose the page that you're adding to your structure. If your page's name and category don't match, you can change them.
Next, set your targeting preferences, including which countries and languages will be redirected to that page. When you've finished, click Save Changes.
Once you've set up your market pages, you'll have a single vanity URL. Facebook will automatically direct people to their regional or language-based global page based on their user settings.
You can test your regional content by clicking the three-dot button in the top-right menu of your page and choosing Switch Region. Switching between regions on a page won't change your country settings on Facebook.
Managing Facebook Global Pages
Each market page can have separate admins, editors, and contributors but you can also have root admins who are admins of all of the pages in the global page structure. This ensures that if you have regional representatives, they can control the content of the page in their region.
Admins of the default global page can also edit, add, or remove roles for the default or market pages. The pages in the global page structure function in much the same way as location pages, in that you can publish messages to all pages or post only on a particular page.
When you're posting content, select a location or language to push that content to a particular group of pages. If you don't select a language, your post will be published to all of the pages in the global pages structure.
#4: How to Leverage Localization Until You Get Access to Global Pages
Global pages aren't available to every business right now and the eligibility criteria for these pages are kept confidential by Facebook. This feature is primarily for larger brands at the moment. While location pages are available to all pages with addresses, they may not suit every brand or store.
Even if you don't have location or global pages, there are still ways you can localize your content using other Facebook features. Personalizing your brand for location and language can increase engagement, click-through rates, and ultimately, sales, so it's good to explore this strategy even without location or global pages.
Here are some ways you can localize content on Facebook in the absence of location or global pages:
Tailor your posting times for specific audiences: Creator Studio gives you access to more features for posting content, including backdating and scheduling. Consider scheduling your posts to suit the time zones of particular regions and markets that are of interest to you.
If you can capture people at the right time with the right content, you can increase your click-through rates dramatically. You might also consider tagging your posts for particular regions if you want to show up in regional searches for certain items or themes on Facebook.
Test organic Facebook posts: Creator Studio lets you test organic posts to see what content resonates with specific audiences. Even if you don't have Facebook location pages, testing can help you better understand what content people are responding to.
Consider running A/B tests changing one thing at a time about your post, such as the image you use for products, the copy (local terms or references), or even the content type. Testing posts is a great way to build evidence of the effectiveness of localized content—such as demonstrating that posts targeted to a Spanish market resonate with your online audience.
To find this testing feature in Creator Studio, click Create Post at the top left and then choose Create Post Tests.
Create localized Facebook groups: Facebook groups are an effective way to grow a community. You can connect groups to your page and display them to potential customers. They can help you reach new target markets in hyper-local settings, as well as wide regions.
Target Facebook ads to specific markets: Facebook ads are a powerful tool for targeting specific locations. For as little as $1 per day per campaign, you could set up a funnel for target markets based on their location, age, interests, and life events.
Conclusion
Facebook global and location pages are useful tools for brands and physical stores to target audiences based on their location or language. Global page structures in particular allow you to provide users with a single URL (a vanity URL) that automatically shows them the correct market page based on their region or language settings.
Even if you decide not to create global or location pages, there are many ways you can localize your content for your audiences. Just make sure to consider your buyer personas to deliver the right content at the right time.
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