With 79 percent of marketers saying mobile is the cornerstone for business, there has been a lot of buzz about location-based mobile marketing and its increased open rates and improved ROI. Retail businesses looking to effectively promote their brands to the right audience at the right place and time are particularly very interested in this strategy, and it has become more common not only in the advertising of brands but also in promoting their various charitable causes. Through this strategy, consumers see the value of a communication, open it, read, click through, engage and, ultimately, make purchases. If you’re in the retail industry, below are 10 tips for effective location-based mobile marketing.
1. Make clear goals
Before using location-based mobile marketing, it is crucial to determine why you want to use it to promote a product, service or cause. Don’t use it for the sake of it, because you can or because your competitors are using it. Your retail brand is unique and has its own distinctive goals. For instance, your objectives might be to increase your shopper traffic or number of site visitors, increase sales, acquire new customers, promote a particular product, or create an email list. Knowing exactly what you want to accomplish is the key to effective location-based mobile marketing. Whatever your goal is, mobile marketing based on location must be of value to your shoppers and customers as well as your bottom line.
2. Place your customers first
Once you have determined your business goal(s), create offers and promotions that are of value to customers and improve their experiences. Provide them with engaging and educative content they simply can’t ignore. Avoid bombarding your prospects or customers with too many self-promotional messages. Instead, provide them with content and products that appeal to their values and interests, or alleviate their known pain points.
3. Use location tags
Social platforms such as Facebook, Twitter and Instagram use a user’s mobile GPS to create a location tag of where an image, video, or post occurred. Retailers can leverage these social sites to increase the visibility of their content. Blog posts also have tags that can demonstrate the locality of your business and rank your post for searches on that location tag. These will generate more traction from customers who are searching for content based on their area. Today, over 67 percent of photos and posts on social media have a location tag. Furthermore, posts with a location on Instagram have 79 percent more engagement than those without. Therefore, create a social media profile, post regular hyperlocal content and then tag your location.
4. Optimize your local SEO
Local SEO helps your retail store to be more visible to visitors within the store’s locality instead of those miles away. Investing in local SEO optimization greatly boosts your location-based mobile marketing by ensuring you are visible in consumers’ local searches. Statistics show that 82 percent of people who shop on their smartphones use the words ‘near me’ while searching for places online. You should improve your local SEO by creating a Google My Business profile or creating location-specific content.
5. Use geofencing
This technology ensures your campaigns and promotions are delivering relevant information to the right audience and at the right time within a specific location. Geofencing uses GPS to virtually mark an area where you want to promote your brand. The GPS will signal you when a smartphone user crosses your area of interest. The signal then triggers an ad which is then delivered to the shopper. For better results, customize the geofence to ensure it sends push-up messages and ads to users who meet specified criteria within the fence.
A geofence doesn’t have to be a location near your store. You can create a virtual fence on other relevant locations where a customer is likely to be receptive to what you are offering. For instance, if you are promoting a sports drink, a geofence push notification around a gym will provide better results. Research indicates that push notifications drive up to 9.6 times more people to purchase.
6. Create location-based incentives
Come up with unique rewards and offers that are relevant to your brand and target a specific audience. Such rewards and offers should change regularly to motivate more people to keep checking in.
Geo-targeting helps you to find data of the people who visited a particular location in the past. That data is used to present adverts and promotional content to the relevant audience. With this, you will build a campaign that drives return visits and repeat customers. You can also use the more refined approach of geo-targeting that points at a special type of consumer based on gender, age, location, or what they are looking for in search engines. It will lead to increased engagement and sales.
8. Tap into geo-conquesting
Geo-conquesting is a tactic used to target consumers who are within the range of your competitors’ locations to direct them towards your business. It takes location-based mobile marketing to another level by helping you send irresistible offers to consumers who get within your competitors’ ranges at the moment, or reach the audience who visited a competitor’s location in the past.
9. Utilize proximity marketing technologies
With the advanced technology available today, you can use tools such as beacons, augmented reality (AR) and near-field communication (NFC) to trigger ads, promotional messaging, offers, alerts or content to smartphone users within a particular location. These tools allow a consumer to know the availability of a service or store within their range, either via text, push notification, or email.
Location-based mobile marketing works differently for every business. It is, therefore, crucial to measure what is working and what is not. Testing ensures you are using the right efforts to attract the right audience at the right time.
Location-based mobile marketing is a lucrative strategy for many retailers when applied correctly. It improves the way you advertise and helps your retail business stay competitive in the local community. If you are considering using it to promote your brand, use the above tips and you can count on better results. However, remember location-based mobile marketing is dynamic and fast-paced. Keep an eye on upcoming approaches to remain a step ahead of the competition and generate more leads. Get started now!
About the writer: Randolph Bunnell is an experienced copywriter and marketing consultant. He has a deep knowledge of digital marketing and SEO. Randolph works as an editor at the Skin Answer blog with useful health tips, and regularly contributes to various blogs and online magazines dedicated to digital marketing and IT.
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