The 7 Essentials of Location-Based MarketingLocation Based Marketing is just beginning to go mainstream. This article helps you understand andcash in on this revolutionary new marketing technique.Location based marketing (LBM) is an excellent way to reach out to shoppers and consumers who areon-the-go. What makes LBM so attractiveness is that it costs very little to launch and run, while retainingthe potential to generate large revenues in a relatively short period of time.What exactly is location-based marketing?Location based marketing is an advertising technique that combines geo-tracking with mobilecommunications, and in many cases social media platforms like foursquare and Gowalla, to deliverhighly customized content directly to prospects cell phones. This is done in the hope of generating real-time conversions and developing brand loyalty and thus, LBM communications tend to be composed ofattractive offers and discounts. However, this marketing strategy is limited to a localized area such as amall or a street. If you have a store or a restaurant, LBM will allow you to actively solicit shoppers andpassers-by via SMS, multimedia or mobile web applications.This marketing technique also tends to work best with foot traffic and as a result finds its primary outletat malls, shopping centers and streets that play host to a large number of commercial establishments.Here are a few tips to help you create and capitalize on your very own LBM strategy -1. Choose Your PlatformsFoursquare, Facebook Places, Gowalla and SCVNGR are just some of the LBM platforms available to you.But which one do you launch on? The smart way to pick the perfect platform is to leverage your extantsocial media marketing campaign and find out which platform the majority of your clientele uses. Youcan do this by creating a poll or a survey on every social media marketing platform you employ.If you find that your results are inconclusive, theres nothing to do but experiment. If you have a multi-location business, trying using different combinations of platforms at each location and analyze theresponses you receive. If youre in a single location, then foursquare or facebook places are likely to beyour best bets.2. Social LoyaltyIncorporate customer loyalty programmes into your LBM networks. This will create an extra avenue forconsumers to earn loyalty points and rewards. If you give users incentives to share info, it will also helpyou achieve greater penetration across social networks.
3. Put Yourself on the MapMake sure you put your business up on Google Places. Why? Google is the worlds largest search engineand one in three queries are local in nature. A Google Places listing will be highly indexed on a SERP foryour specific area. Also, get your business on every single location-based social network. You dont haveto market yourself through all of them initially, but at least put up your contact details and basicinformation. A simple presence wouldnt hurt.Additionally, if you provide a delivery service, specific your coverage radius. This can go a long way inboosting sales and helping define who your target audience should be.4. Dole out the DealsDeals and offers can quickly become boring and that is one of the biggest causes for check-in declines.Try experimenting with different deal structures and offer-types while collecting data on redemptionrates. If you find that a particular sort of deal is being redeemed a lot more than others, find a way toenhance it, while keeping your bottom line in mind.5. Spruce up the StoreA successful LBM campaign is going to drive a lot of traffic to your actual outlets, so if youve noticed anydiscrepancies between the outlet and the experience on offer, take care of them before you embark onyour campaign. This is vital, because a bad reputation earned within a small area isnt easy to shake. Youdont want customers skirting your store because they found it scruffy, especially after you explicitlyasked them to drop in.6. Employee InclusionKeep your employees up-to-date on all the offers you put out there and make sure theyre prepared tohandle sudden surges in customer volume – you never know when that killer deal you offered will strikea chord in the consumer heart.Remember, your staff is on the ground and they interact directly with all your customers. Incorporatingtheir opinions and feedback into your campaign could give you a remarkable edge over establishmentsthat ignore their employees suggestions.7. Visual ReinforcementIf you want to really capitalize on LBM, you can put up standees, posters and hang placards around yourestablishment to reinforce your LBM deals and offers and to remind people of the real-time incentivesup for grabs if they share information virtually. If you own a restaurant or a bar, table tents are a greatway to implement this, without sacrificing your ambience.In SummaryKeep collecting information that includes customer response rates, check-in, products purchased,hottest deals, etc. And use them to refine and retool your LBM campaign. Shoppers can be a fickle lot
and youre going to have to keep on your toes if you want to stay ahead of the competition. Quality dataanalysis combined with timing and attractive offers are what will help you make in big in the LBM game.Sourceshttp://www.toprankblog.comhttp://www.esalesdata.comhttp://searchenginewatch.comAbout The AuthorLinda Mentzer is a published author and senior marketing manager for an information managementcompany that has helped sell thousands of software products on a global scale. With over 11 years ofexperience in electronic marketing techniques, Linda has authored articles for several leading businessjournals, worldwide.Ph: 1-877-728-9624Email: email@example.comWebsite: www.esalesdata.com