You’re listening to Episode 34 of the Bright Planning Marketing Podcast featuring Catherine Campbell. In this must-listen show, we give you the skinny on Geo Location and Location-Based Marketing. This episode will serve as an overview for the uninitiated.
If you run a local service or a retail store, and you want to increase your foot traffic, Location-Based Marketing is essential.
Although about 20 percent of people want to shop online, an overwhelming percentage (60 to 70 percent) still prefer to purchase products in shops.
You can capitalize on these numbers with Geo Location Marketing, because it helps you to personalize and customize your patrons’ experience based on their location. And you can even use the data you collect to determine statistics about when people are visiting your shop and so forth.
But how does it work, exactly?
Geo Location Marketing is based on data about a person’s physical location. This information is typically based on satellites, which provide GPS-supplied location data. And if a smartphone’s GPS is turned off, the location data is triangulated from cell phone towers. This method is a little less precise, but it can still work wonders for your marketing.
There are three different ways that you can target potential customers:
1. Geo Targeting - This is the process of reaching someone based on their location. With Geo Targeting, the visitors’ IP address will be used on their smartphones. IP Addresses aren’t overly precise, but they are useful for covering broader regions, like an entire state or city or a country.
2. Geo Fencing - This method helps to draw an invisible fence around your user or your shop to cover a particular neighborhood or a block. Geo Fencing uses the customers’ GPS location (rather than their IP address). This method updates in real time, even when the person is walking around! Geo Fencing is the next advanced step that you can take to make your mobile campaigns more refined.
3. Beacons - The third method, Beacons, are small, physical objects that receive location data from Bluetooth using nearby devices. Beacons are useful for any area that has poor cell phone reception. The data you can get from a Beacon will tell you exactly where the customers are inside your store! The only problem is, your customers’ Bluetooth signal must be turned on (and this isn’t always the case).
In order to take advantage of Geo Location and Location-Based Marketing, you must have a mobile-optimized website. And though many businesses have gotten the memo on how crucial it is to have mobile-friendly websites, many small businesses are still unfamiliar with the benefits of Geo technology.
But if you can implement Location-Based Marketing with your business, you can start targeting your customers on very specific levels and help to personalize their experience. You can finally start serving the best customers that are closest to you. Join us for Episode 34 to learn more!