Businesses know that in order to survive in today’s crowded marketplace, they need to look at multiple marketing approaches. Location-based marketing allows businesses to be found by potential customers when they search for a product or service from a particular place – perhaps their home or office – by being featured in business directories such as Yellow Pages, White Pages, True Local and Google+ business pages.
For business owners who can afford to invest in mobile technologies, like apps and beacons, location-based marketing provides innovative ways of engaging consumers with relevant and timely information. It targets a customer’s context such as their location or their location history, giving the marketing team the ability to deliver content that has been customised for specific consumers.
These marketing messages appear when people use their smartphone or mobile device to search for local businesses on the internet and ‘check-in’ to a particular business through an online, location-based service (for example Instagram or Facebook).
Here’s how you can ace location-based marketing for your business.
Firstly, get found!
Ensure you’re listed in all major local business directories like Yellow Pages, White Page, True Local and Google+ business pages, and that your information is correct. A free listing in Yellow Pages or White Pages gives your business a presence in their online directories, phone books and mapping services, where you can be found by the millions of people looking for businesses like yours across the network.
Set up business profiles
Set up business pages on LinkedIn, Twitter, Facebook and – depending on your industry – Pinterest. This way you’re able to access and take advantage of an enormous audience who might be searching for your products and services, and are close to the location of your shops(s) or services. Each platform targets different types of consumers so take that into consideration when interacting on different social media networks.
With the majority of people using smartphones, businesses have a prime opportunity to connect with these consumers. If you’re using mobile technologies, like beacons for proximity marketing, be careful you don’t cross any assumed privacy boundaries. Respect consumers’ privacy by making sure messages are relevant and not likely to be considered spam.
Get rated and build a reputation
Consider local directories specific to your industry. A café will want to make sure they can be found on Urbanspoon and Zomato, for example. Recommendations and reviews strongly influence a person’s likelihood of visiting your business so encourage customers you know have had a positive experience to leave a glowing review.
Is all your information accurate and up to date?
Consumers looking for local businesses are interested in opening hours, the local address and your product availability. Make sure your website, social media and local listings look good, have fresh content and high-quality photos and video.