There are as many ways to distribute your content as there are types of content, and right now location-based content marketing is a strategy that’s gaining traction in the mobile marketing world. Location-based marketing is, essentially, sharing content with mobile users who are near your store, or in your store.
“For many brick and mortar businesses, proximity is a crucial factor in the probability that a prospect will become a customer,” says Albert Cann, product manager at CallFire, a company providing cloud-based voice and text solutions to over 200,000 organizations including non-profits, small businesses and enterprises across the US and Canada. “When you have the ability to target consumers in your vicinity, you’re sending your message to the people with the highest likelihood of providing the response that your message is intended to solicit.”
MDG Marketing reports that 72 percent of consumers say they will respond to calls to action in marketing messages they receive within sight of the retailer. Imagine being able to bring in customers off the street, or, once they’re in your store, targeting them with special offers and product information that will encourage them to make a purchase — and become a return customer. The types of content you can share are nearly endless: coupons, detailed product information, location-based incentives like a reward for visiting a store so many times, event, meet-up and social opportunities, flash sales, special gifts, etc. So, what are the different ways to connect with all these potential customers walking in your neighborhood?
Draw customers to your store by placing targeted advertisements in the surrounding area; think billboards, bus stops — even in the window of another business you might have a partnership with. Including a prompt for a customer to text in to receive a promotion “can produce amazing and immediate results, driving significant traffic to a business location with simple, short and effective messaging,” says Cann.
Geofencing, quite simply, is a technology that allows you to find mobile users who are within a specified geographical area. For example, if you have an app for your business, a company like Plot Projects can set you up with the technology to connect with customers who have the app when they are within a specified radius of your store. This means if a customer happens to be getting coffee around the block, they could receive a notification saying they’ll receive 25 percent off their purchase in the next 20 minutes.
Apple’s is already trying to implement this on a larger scale with iBeacon, which uses Bluetooth low-energy (BLE) technology to communicate with iPhone users in locations which contain an iBeacon. So far, it’s only been implemented in Apple stores and is being tested in a few other companies.
Popular apps are now starting to take advantage of location-based marketing. Foursquare’s new iOS app includes location-based recommendations that are enabled by geofencing technology. And since 57 percent of consumers are willing to share their location for more relevant advertising, businesses will benefit by tapping into the apps consumers use to find stores near their location. Apps like Groupon, Living Social and Google Offers all use location to find users nearby deals, so a business that advertises deals on these can expect some extra business.
You can even make the most of a customer’s location when they’re already inside the store. “One of the most successful, location-style campaigns is an in-store instant coupon campaign,” says Cann. Placing a simple call to action like “Text Coupon to 313131 to receive 10 percent off your purchase” is a valuable way to engage your customers. Customers can also “opt in to future messages and promotions — all within just a few seconds.” CallFire’s EZTexting platform can help a business set up this type of campaign in a matter of minutes.