Tag Archives: geolocation

How to Attract Local Customers Using Mobile

Are you using mobile to reach customers in a specific location?

Location-based advertising is nothing new, but mobile has brought it to an entirely different level and the numbers tell the story: BIA/Kelsey predicts explosive growth for mobile local advertising over the next four years, from $784 million in 2011 to $5.01 billion in 2016!

So if it’s local customers you’re after, check out these recommendations for reaching them with mobile:

1. Build a mobile site.

At the risk of sounding like a broken record, I’m going to list this as the first step, with the key benefit being discoverability. A customer looking for a shoe repair shop in his area is most likely going to plug those keywords and a city name into Google. Make sure your business can be found and deliver an experience that is optimized for mobile.

If you need help getting started, check out How to Build a Mobile Website.

2. Optimize for search engines.

As with your desktop site, search engine optimization (SEO) is a mobile must-have. However, mobile is different – searches tend to be task-oriented and location-specific. Cindy Krum from Mobile Moxie suggests the following in an article from Bluetrain Mobile:

  • Set up proper device detection and redirection to your mobile site.
  • Optimize meta data (title tags, alt tags, etc.).
  • Spend some time on local SEO, meaning get your business information listed in local search tools like Google Places and Yelp.

3. Invest in paid search.

Last year, Google released a study showing that 89% of paid search clicks are incremental to those from organic search, meaning that they would be lost if a paid search campaign were stopped.

Don’t neglect this powerful tool for driving local mobile traffic. Google offers a number of mobile-specific ad formats, some of which are tailor-made for local searches (“Location Extensions” or “Ads with Offers,” for example).

4. Run a mobile display campaign.

Mobile display affords marketers almost limitless targeting capabilities. Aiming for the businessperson contemplating lunch in her area? Run a campaign targeted to business publications, from 11am – 2pm, targeted to a specific city or zip code. Just don’t refine too much or you won’t have an audience!

Check out iMedia Connection’s guide to mobile display advertising, then start by running a campaign with a self-service ad network like mMedia or Jumptap.

5. Combine geofencing and SMS.

We’ve sung the praises of SMS here before. When combined with geofencing, which is the practice of creating virtual fences around locations like stores or offices, the result is very powerful. A user could enter a geofence around your store and receive an exclusive SMS coupon!

It is especially important to develop a geofencing campaign that is relevant to individual customers, doesn’t message too often and respects privacy. Consider Placecast and iLoop for such an initiative.

Mobile presents marketers with new ways to reach local customers more effectively than ever before. Today, pick one of the tactics above, contact a vendor or your agency and get started today!

Article Source: http://60secondmarketer.com/blog/2012/06/06/how-to-attract-local-customers-using-mobile/

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Do the SoLoMo-tion

Have you ever heard of the term “SoLoMo”?

It’s the playful acronym for the marketing triple threat: Social, Local and Mobile.

The concept emerged in response to the world’s obsession with social media, the smartphone and tablet boom, and the increasing adoption of geo-location technology. Why use just one of these channels, when you can take advantage of all THREE at the same time?

SoLoMo is about getting local information on demand and staying connected to your social network, no matter where you are on the globe. Small-to-medium-sized businesses need to learn how to make the SoLo-Most out of their marketing efforts.

Location-based engagement (LBE) is defined by MomentFeed as “any action a consumer takes to engage with a place.”  This type of engagement can include local search, checking in, leaving reviews, redeeming coupons and offers, tagging and more. Social engagements like check-ins are valuable because the business is being exposed to hundreds and thousands of people across the social sphere.

One of the core strengths of SoLoMo is its ability to drive loyalty by revolutionizing coupons and deals.

Location-based mobile platforms allow businesses to create location-specific offers, and can reward those customers who come in and check in. Many consumers are using applications such as Foursquare, Groupon and Pushpins to find relevant local deals.

At SMS Masterminds, we have developed a piece of technology that embodies the core functions of SoLoMo. Our Loyalty Rewards Kiosk perfectly integrates social, local and mobile to create a loyalty program like none other before.

The Loyalty Rewards Kiosk is a touch pad installed at the point of sale to allow consumers to opt in to an advertiser’s marketing program simply by entering their phone number into that pad. When consumers opt in, they are then signed up to receive text message offers directly to their mobile device. They will also earn rewards for coming back into the store and checking in on the Kiosk. Our system even integrates with Facebook, so consumers are sent a text message with a link to “Like” the business’ Facebook Pageright there from their phone.

There you have ita perfect example of SoLoMo in action.

The combined marketing channels present a new way for consumers to engage with brands and products in real time. With social, brands have visibility. With mobile, brands have the reach. With local, brands have the immediacy needed to effectively communicate with consumers.

The combination of social, local, and mobile is an incredibly powerful mix. Do the SoLoMo-tion by tapping into consumers’ social habits, geographic location and the technology of smartphones to bolster your business’ marketing efforts.

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