Location based marketing strategies are based on an evolving marketing strategy that is used by nearby businesses to alert its customers (via SMS) about offers based on their location to convert these customers and capture their attention.
We search for locations almost 1/3rd of the time on our mobile devices. Our social media accounts are often tagged with cool places we have visited. A coffee shop is also a favourite place to check in. Getting food delivered from restaurants requires sharing our location. Taking advantage of location is therefore crucial to growing any business.
As marketers seek to reach customers and increase sales, location-based mobile marketing is becoming increasingly popular. Location based marketing strategies are therefore essential if you want your business to succeed and compete with other brands in 2023. With this article you would be able to decide which location based marketing strategy can be useful for you.
Table of Contents
What Does Location Based Marketing Mean
A variety of techniques are used in location-based marketing to target users with relevant and timely content and services based on their location. Engaging people more effectively is one of the best ways for brands to connect with their customers. As a result, brands are able to determine whether customers are near a retailer and send them messages about products and services.
Marketing with location-based tools is about understanding your potential customers’ purchasing behaviour, needs and wants, as well as what will attract them to your business. It’s important for you to reach out to local people who are interested in what your business has to offer if you want to grow your business.
Challenges of Location Based Marketing
- Privacy Rights – Privacy concerns are among the top concerns that clients have. It is now more crucial than ever to protect consumer data privacy. You need to stay up to date on legislation like GDPR and CCPPA. The problem is that these rules are always changing. Receiving a fine for this is undoubtedly a bad idea. Customers are cautious of disclosing personal information or taking part in anything that can appear dubious or questionable to them. Instead, offer consumers simple directions on how to stop receiving marketing communications. Even though you’ll include a number against them if they don’t sign up, giving the customer this option helps them feel safer.
- Performance Measurement – For many firms, evaluating the success of mobile marketing campaigns is a major difficulty. It’s not always simple to tell whether a user has completed the intended activity after receiving a push notification or if they have ignored it. You might be able to track particular indicators, such as the number of users who frequently use your app or open texts, but you might still be missing the overall picture. To improve data transparency, a variety of apps that monitor user spending can be deployed. By monitoring in-app purchases, you may find out if users are leveraging your app and generating income for you. You can then determine whether your app is producing a high return on investment.
- Indirect Targeting – If you rely on location targeting, using strategies like geofencing with it raises your risk of money mismanagement. Just because there are a lot of people in one place doesn’t necessarily guarantee that you have the correct audience. Utilising geo-targeting strategies, it is typically preferable to divide people into smaller groups according to their locations. Therefore, avoid making this common error and use additional targeting to identify and block the viewing of your adverts by visitors who are not interested.
- Designing a Winning Strategy – If you’re just getting started with mobile marketing, it might be challenging to determine which initiatives will be successful and which ones would not be as successful. Reaching your target segment most effectively requires a strong digital marketing plan. Get started by doing some research on your target audience. You won’t be able to communicate with them if you don’t understand how they incorporate their technological devices. The best method to do so is by observing them.
Additionally, you can divide consumers into several target markets and create buyer personas based on them, which can aid in developing appropriate strategies. You must conduct research about your audience’s preferences in order to create a plan that appeals to them.
Top Location Based Marketing Strategies to Compete with Other Brands in 2023
Both small and large businesses can benefit from using location-based marketing. Targeting customers with location-based marketing only makes sense given that consumers are spending more time on mobile devices. Here are some of the most compelling location based marketing strategies in favour of including it in your marketing plan.
- Emphasize on local SEO – Local SEO typically refers to the organic traffic that customers find when they search for a certain good or service and find your Google My Business listing. Improve your Google My Business page with solicit client feedback and produce location-specific content for your website to boost local SEO. You may make it easier for local customers to find your goods or services by incorporating locational specific keywords into the text of your website. Location specific landing pages can be extremely useful for ranking while doing Local SEO.
- Consumer Engagement – Finding loyal clients and rewarding them for their brand loyalty could be done effectively with local marketing. You may thank your local customers online with gifts, discounts and coupons in addition to satisfying their needs in actual stores. As customers will be requested to rate and evaluate your brand, this will also work as a promotional tool to help you build your reputation.
- Keep your competitive edge strong – Businesses constantly strive to outperform their rivals. You may both expand the number of customers you serve and keep them away from your rivals by using location-based marketing. It offers advantages as a marketing approach.
- Customer reviews and comments – Offer a freebie or discount in exchange for reviews. With freebies and discounts as an incentive, customers would be more motivated to share their positive and thoughtful reviews of their business. Ensure that you monitor your site and social media pages for reviews and testimonials. If you see any negative reviews or responses and try contacting those customers. In case, if any customer in the same locality has also had an unsatisfactory experience with your brand, let them know that you’re willing to offer a solution.
- Adapt your marketing to regional needs – The secret to a successful marketing campaign is getting your message in front of the right people at the right time, thus including location in your marketing strategy. If you do not know where your target audience is, it will be tough to get your brand noticed by them.
- Emphasize on keywords target group searches frequently – The best place to begin is by understanding what draws your visitors to your website. Google runs on the same principles as the majority of social media networking sites and has the strongest effect on search engines. Make sure to optimise keywords on your website and blogs to draw in the correct kind of audience if you want to be found first when your target audience performs a search for you.
- Strategies for local content marketing in a specific area – Local content has the potential to draw viewers that sometimes aren’t drawn to global content. One can go more into the region’s history with the help of region-specific content. These kinds of marketing strategies are more successful at getting your message out there, with relatability and hooking people on your products and services.
- Create structured microsites of your data – Your NAP data, which includes your Name, Address, and Phone number, is the first thing that shows up when someone searches for your store. Microsites are crucial for your main website if you want to rank first with information that is well-structured and easy to comprehend. The times of using just one website as your landing page are long gone. Now, in order to stand out from the crowd, you must go above and beyond to make sure that your brand is the first result of any search.
- Product/service catalogue – The idea of cataloguing is well-known in the retail sector. Product marketing managers can define and map new product offerings using the commercial product information included in a product catalogue. Product catalogues are probably something you’ve heard of at shops and showrooms. How familiar are you with digital product cataloguing? Similar representation of your product options is provided by your website’s product catalogue. Did you realise that you have control over which products visitors see first on your website? You can arrange your product offerings based on the most searched items and what consumers are seeking for using a digital product catalogue.
- Optimise location based marketing platform – It can be overwhelming to integrate all the softwares in your system for better search optimization and you may lack that expertise that only an expert can offer. Therefore, Sekel Tech offers that expertise in location-based marketing. With the software offered by us, you can automate your entire retail business digitally with additional benefits of complete software integration.
Conclusion
No matter how big or small your company is, an effective location based marketing strategy can change it. Conversions and revenue rise when you send visitors personalised offers depending on their location. If consumers receive something worthwhile in exchange for sharing their location, it is not a problem for them to do so. People don’t mind sharing their location and want relevant material that is suited to their requirements. Use location-based marketing strategies like microsites, Local SEO, product/service catalogue, etc.
Take Advantage of Sekel Tech’s Location Based Marketing Strategies
With the help of Sekel Tech, businesses can reach, interact with and convert their consumer base using the best location based marketing strategies. We offer everything from competition analysis to hyperlocal targeting to online reputation management and targeted geofencing with our location based marketing strategies. By focusing on your neighbourhood, surrounding events, or nearby rivals’ sites, our solutions will drive traffic to your store. Additionally, we provide local organic finding techniques that complement your location based marketing strategy. This will improve your ranking on local search engines and make you more visible to users in your area.
