If you have ever turned to your smartphone to help you find a good restaurant in an unfamiliar neighborhood, then you have used location-based services. This kind of mobile marketing allows business owners to target local consumers with hopes of welcoming them into nearby establishments—and the system is less complicated than you might think.
While large companies with mobile apps have the most options at their disposal, every small business owner has the opportunity to reach a bigger audience with location services. Here are some ways you can get more local business by managing your company's online content.
Target local customers
As soon as people perform Google or Yelp searches for local restaurants or bars, the information battle begins. Companies with informative websites and positive reviews immediately catch consumers' eyes. Before worrying about sophisticated marketing efforts, make sure the basic Web content related to your establishment is in order on search engines as well as on your company's website.
Posting hours of operation, nearby parking options, public transportation directions, fast-loading menus, and mobile-friendly pages will make you stand out from the crowd. Consumers standing on a corner looking at their phones are not the pickiest individuals you might encounter in a day of business. To give your operation the best possible shot, make it easy on them with a user-friendly website and social content. Test your efforts by placing yourself in the shoes of a passing consumer to understand the impression people get. The basics do not require large marketing budgets.
Encouraging reviews and returns
The simplest mobile marketing you can do is ask satisfied customers for a review of your business on Yelp—and offer an incentive for those who follow through. Establishments with overwhelmingly positive reviews on Yelp and other mobile sites are proven to field more business than those with few reviews or (worst of all) bad reviews. Offering a coupon for customers who leave reviews gives you the opportunity for repeat business and a better reputation online. Be careful not to ask customers specifically for positive reviews as that is against Yelp policy.
More advanced marketing campaigns involve the use of "beacons," or sensors that detect a customer who has downloaded a company's mobile app upon entering the store. When the beacon senses the consumer in the vicinity, it will offer a special deal in the store via a push notification on the spot. Clearly, there is no better time or place for a company to make its move. However, most businesses will have to rely on less sophisticated means to draw in crowds looking to spend money in the neighborhood.
Better mobile marketing
on your company's website using a smartphone. Any content you post on social pages and your company site should be ready for consumption on these smaller devices. Web content recognized by Google's search engine will put your location on the map. Click-to-call functions enable mobile users to talk to employees immediately. The benefits are available to dining and drinking establishments as well as retail shops.
From this perspective, everything you put online to inform the public about your business should be considered mobile marketing. Restaurant and food stand (or food truck) owners should time text and e-mail offers to coincide with meal times, while bar owners should think about happy hour and late-night offers. Facebook and Foursquare check-ins have become less popular in recent years, so consider alternative ways to find your customers on their mobile devices. In most cases, a good reputation will close the deal for a consumer who is on the fence.
Small business owners should consider the impact that successful mobile marketing strategies can have on sales and brand recognition. For a mobile-friendly website, turn to Two Minute Mobile for help. You can find deals on these mobile services now at The UPS Store.
