How to jump-start your Location Based Services campaign

Location Based Services (LBS) is an exciting way to market your business, especially locally. But like any successful campaign, you have to know where and how to jump-start the process.

Start with: why do people make use of LBS?

  • Because it is fun
  • Bragging rights: To compete with others for virtual status, badges, stickers etc.
  • Socializing: To meet and make new friends
  • To make a statement: Show that you have visited a place you deem important (like a very classy restaurant).
  • For recommendations: People sometimes like to recommend (in a professional capacity) nice places for others to visit.
  • To receive freebies: Discounts, coupons, special offers etc.

Wherein lays the trick?

The trick is not to rely on mobile channels alone. Instead, make use of all the ammunition in your marketing arsenal if you want to strike Location Based Marketing gold.

What are some of the channels can I use?

  • Directories
  • Company blogs
  • Social media (Facebook, Twitter, Pintrest)
  • LBS applications for mobile
  • Mobile friendly websites
  • Pay-Per-Click advertising
  • Review sites
  • Geofences

What do I do with these channels?

Engage! All these channels open a door for (voluntary) customer engagement. It is your job to drive these engagements in a positive manner. Use it to:

  • Tell people more about your business – what you do, who you are.
  • Make the benefits of doing business with you known – in regards to LBS, inform people about other attractions/ shops in your immediate area that they might be interested in.
  • Offer something of value – everybody loves a freebie, but nobody does anything for free.
  • Place yourself on the map, literally – make it easy for people to find you on the internet or mobile applications.
  • Have a lovely chat – thank people for writing positive reviews and checking-in at your business. Going that extra (yet, so simple) mile shows that you care.

How do I know of my LBS campaign is successful?

You can use a number of ways to track, monitor and keep a handle on your campaign. For example: how many times a post was reposted; how many times customers clicked on a link, wrote reviews, checked-in etc.

Herman Cremer
A seasoned professional with 20 years of experience in digital & mobile solutions and advertising.

 

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