Location based marketing is one the biggest trends for digital marketers across the globe in 2016. In fact, it’s high on the agenda for most marketers as 77% state it’s an important focus for them this year. Even if you don’t sell a product or service online, location based marketing is an incredibly important channel for promoting your business, especially with the rise of mobile technology.
Today’s article will help you understand what location based marketing is, how to use it to promote your physical location and examples of relevant location based marketing campaigns.
What is location based marketing?
This is essentially where you can use geographic based data to specifically target potential customers and promote a message tailored to their physical location. Generally, this data is collated from a user’s GPS signal using mobile technology.
Promotion technique 1 – online check ins:
Social media channels such as Facebook allow consumers to check in and tag your business via their profile, sharing the fact that they’ve visited your restaurant or bar. This creates social proof and word of mouth marketing via social media, as an online check in acts as a strong personal recommendation.
However, you really need to offer an incentive to encourage people to do this. It could be a discount, a fun prize or an exclusive reward. Whatever you decide, make sure it truly engages your customers and appeals to them.
Promotion technique 2 – location based beacon technology:
If you’re a retailer, this fact may completely change the way you think about location based marketing – timely in store messages can cause a consumer to be 20 times more likely to make a purchase. With the use of in store beacon technology, users can receive alerts and notifications as they walk past certain areas of your shop. This could include updates about special offers, new product lines or events happening nearby.
This allows you to deliver incredibly targeted messages, delivering useful information to your consumers straight to their personal mobile device. You can influence their behaviour once they’re in store, increasing their likelihood to purchase and more importantly, your levels of sales.
Promotion technique 3 – Google Places:
This is a simple but very effective location based marketing tool. When users are visiting search engines such as Google, there are certain terms that deliver location based results. So they could be online searching for their nearest Italian restaurant for example and they’re delivered a list of the closest pizza takeaways.
On your part, you can just register for a ‘Google My Business’ page and customers can easily find you via Google Search, Maps and Google +. Location based search optimization provides customers with your phone number, location and directions, so they can easily find and contact your business.
As you can see, there’s a whole host of location based marketing techniques that are effective when marketing your physical store. This is one the most exciting marketing technologies and will continue to develop. If you have any questions, please feel free to get in touch and we’ll be happy to help.