When the idea to have users on social media sites share their geographic location on their mobile devices popped up back in 2009, location-based engagement became a popular trend. Foursquare became one of the best-known platforms that tackled this marketing idea.
Location-based marketing gives customers incentives to “check-in” to a company’s location so that consumers automatically engage with that business.
Some platforms aside from Foursquare that utilize this technique include Yelp, Gowalla, BrightKite, Facebook, and more. No matter which platform you choose, if you’re considering developing a location-based social media campaign, use these tips to be successful.
1. Measure Your Performance
Right at the beginning of your campaign, come up with a way to measure the campaign’s performance. State the goals you want your business to reach and identify the appropriate tools to use to measure those goals.
2. Select Your Online Venue
Select a platform, or platforms, that you want to use to create your online presence for your location-based marketing plan. Register and create an account, then “claim” your online venue. This gives you complete ownership of your venue.
3. Use A Customer Relationship Management (CRM) System
Figure out how to combine data from the location-based marketing systems you use along with the data from your CRM. This way, you will be able to see the social media activities that users are engaging in, along with the user interactions reported into the CRM.
4. Design Your Location Marketing Page
With each account you start for a location-based campaign, you should customize a profile page. Current and prospective customers will want to check out your profile to get a feel for the personality behind the brand. In addition, this information is indexed in search engine databases, so people will be able to find your company more easily if you’ve filled out a profile page.
5. Adjust Your Marketing Plan
Look back to the goals you wanted to reach with your location-based marketing campaign and decide if there are things you need to change in order to see better results.
6. Adjust Your Budget
Go into location-based marketing strategy with a budget. Examine how your brand is performing with this marketing technique and make any changes to you budget in order to continue to be able to carry out the campaign.
7. Come Up With Incentives
Think of great offers to give to your users that are relevant to your brand. Incentives are what location-based marketing is all about, so you must create unique rewards for your specific target audiences.
It can be hard to start a location-based marketing campaign, but with a strong plan to stick to, location-based marketing can prove to be a huge success for your company!
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