We use our mobile phones for many things: Checking our emails, texting friends or browsing the internet. That’s common knowledge and nothing new. We also compare prices, look up local businesses or try to find a great restaurant when visiting a new city. With an increasing market share of smartphones with mobile internet access, business owners should make sure to do their best in terms of local online and mobile marketing. In our new series we will tell you more about location based apps, Google+ Local, social couponing and how you can make to most of it for your business with Location Based Marketing.
According to Chitika, about 24% of all Google searches are of local interest, Yahoo (25%) and Bing (29%) search queries are even more locally focused. Mobile based searches range from 5% on Bing to 16% on Google. Being found in search engines, apps and social media can have a huge impact on your profit. Make sure to follow our series to make the best out of your Location Based Marketing.
What is Location Based Marketing?
Business owners or marketers usually know what products or services they want to advertise and who their target group consists of, but most of the time they are not aware where their customers are and when they want to purchase something or use a service. With location based marketing, those questions can be answered: You can use all relevant information and truly target your marketing efforts to relevant people. Putting it into one sentence, I would define Location Based Marketing as:
Integrating the consumers’ shared location information into a marketing strategy to fulfil their needs at their current location.
How to Get the Best Out of Your Location Based Marketing
There are many ways to use Location Based Marketing such as location based apps like Foursquare, local Google+ pages or social couponing websites like Groupon.
Location Based Apps
Location Based Apps are usually used on mobile devices but often also offer browser-based information. People use them for different reasons like:
- Look for restaurant recommendations at a certain location
- Write reviews about places they visited
- Look for deals / coupons around their current location
- Find out what’s around them
With Gowalla gone, Foursquare is currently the biggest player in the market with over 25 million users worldwide. According to AdWeek, Nielsen ranked Foursquare third after Facebook and Twitter in terms of mobile app usage.
If your business can be found on location based apps, maybe even offering coupons, this can be a great way to increase your revenue.
Google+ Local replaced Google Places in 2012 and integrates quite well into Google+, Search and Maps. In contrast to location based apps, Google+ Local is mainly focused on web although mobile apps are also available.
Social couponing has been growing immensely during the last years and it’s a great tool for both long- and short-term business generation. While on first sight the net income might be short and more man-hours might be needed to deal with the increased business, it also inherits benefits such as:
- Increased word-of-mouth advertising and web traffic
- Inexpensive awareness generation and short-term buzz
- Collecting customer contact details for future marketing use
- Generation of new customers
Conclusion & Outlook
Location Based Marketing is a great way to increase your awareness, generate more sales and ultimately profit. We’ll provide you with guides on how to set-up the different Location Based Marketing tools for your business within the next days. Make sure to follow us on Twitter, like us on Facebook or +1 on Google+ to stay updated on new parts of this series.
Did you include Location Based Marketing into your marketing mix yet? Share your experiences in the comments section below!