How Your Small Business Can Capitalize on Location-Based Marketing

Can you remember the last time you went somewhere without your cell phone? You most likely bring your phone everywhere you go, including to work, visits to the dentist, out shopping and even to your child’s after-school activities. Although cell phones can occasionally interrupt daily life, they have become permanently attached to many people’s hands – most especially for entrepreneurs who are responsible for running their small business.

These clever devices help small business owners keep track of appointments and message vendors, employees and clients quickly and effectively. But, did you also know that the GPS technology that helps you find the best burritos in town also makes location-based marketing possible? This unique type of marketing uses your phone’s GPS tracker to trigger messages to potential customers based on their proximity to specific locations. Small business owners across the nation are beginning to implement the use of GPS technology to better their local marketing strategies by driving traffic to their location and cultivating a loyal customer base right at home.

If you’re looking to step up your small business’ local marketing strategy, try implementing these three tactics:

  1. Geomarketing Software

Although this isn’t a direct marketing strategy to consumers, a small business that invests in geomarketing software can profoundly simplify the brand’s marketing efforts while also hyper-personalizing them. Investing in this type of software will give businesses the ability to create a digital map of their customers. This allows a business to better leverage purchase trends and demographic data, which can make collecting customers’ valuable information much easier. The technology helps to simplify aspects of your marketing and customer retention strategies by better equipping a business to track and predict customer behavior by segmenting and targeting their audiences.

  1. Directories

Do you remember the last time you searched for a local business on Google or another search engine, and a map with locations near you popped up on the right-hand side? Well, if your company isn’t listed in local directories, then your business won’t be popping up when people near your establishment search for you. It’s imperative for businesses to submit company profile data to local, relevant directories such as The Yellow Pages and Yelp, just to name two. Adding your company details to these directories can also do wonders for your business’ search engine optimization (SEO) tactics. However, it’s important that all of the information listed, including images, addresses, phone numbers, specials, menus etc., are accurate, or your small business may be losing out on money. In fact, a recent study by Yext found that businesses, as a whole, are losing more than $10 billion dollars annual from incomplete or inaccurate listings.

  1. Push Notification Coupons

Let’s face it, people love coupons. A recent comScore survey found that 47 percent of individuals said that they’re in favor of businesses sending coupons to their smartphones while they are in a specific proximity to the establishment. Distributing coupons or local deals can be made much easier by targeting consumers’ when they are in a certain area surrounding your store. Not only does this save on costs for the company, but it also adds an added convenience to consumer spending.

Sometimes all your customers need is a little push, such as a push notification, to draw customers into your franchise. However, it’s essential to use discretion when targeting customers on their mobile devices. Nobody wants to be woken up in the middle of the night with a special offer or bombarded with 10 text messages when they are within a few blocks of your location. If you decide to deploy this form of location-based marketing, you must allow your customers to opt out of the text messages or notifications if they don’t wish to receive them. Nobody likes to feel slammed with spam.

Although location-based marketing works best in cell phones due to customer mobility, implementing these tactics above can also work for desktop computers, laptops and tablets. Due to its low cost and simplicity of implementation, location-based marketing is becoming a more popular tactic among small businesses. If your small business is taking advantage of what location-based marketing has to offer, just make sure that it is utilizing accurate information about your company. Otherwise, you may be misleading your customers or worse, driving them away.


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