Businesses using online marketing services should consider taking a hyperlocal approach to their social media strategy to improve the relevancy of their pages, it has been suggested.

Writing for the Econsultancy Digital Marketing Blog, Jan Rezab explained firms that have a presence on Facebook can form a closer connection with their customers if they tailor pages to suit different customer demographics.

Using the example of Starbucks, Mr Rezab explained a countrywide Starbucks Facebook page may contain information that is not relevant to a vast number of readers, but if each Starbucks were to have its own presence on the site, interaction may improve.

"We have measured that users engage on average three to four times more with local than global Facebook pages," he stated, adding money-off deals that only apply at specific stores are one way of attracting customers to the web page.

Econsultancy writer Ben Staveley recently noted the importance of using Facebook to add value to the retail experience and urged companies not to focus on just selling products through the social media portal.

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