This makes it much easier for users to access information on the go, and to tag themselves at various locations, meaning that location based data is becoming exceedingly crucial. From allowing your customers to geotag your brand in their shared posts, to being able to keep track of what customers are saying about you as they’re at your business, location data has provided a new wealth of customer insight that has previously gone unnoticed. Businesses have caught onto this, which has seen a surge in the amount of effort and money invested in location services and mobile advertising.
Local advertising is also increasing relative to national advertising, which suggests that the ROI on local advertising exceeds that of national advertising – a trend which is likely to continue as smarter companies continue to refine core customer and marketing strategies.
The major social networks realise the importance of location based advertising, and all of them offer or have developed their products with this information in mind. Consider this
- Facebook – allows you to tag your location on status updates and photos
- Twitter – recently appointed a new head of product, Daniel Gafs, who redesigned Google maps. Twitter also allows users to attach locations to their tweets.
- Instagram – allows geo-tags when posting
- Foursquare – has a sophisticated geotagging system and has rewarded customers in the past for ‘checking in’
So what’s the problem?
Many businesses still lack social media accounts for their brands
If someone walks into your premises, posts online and searches for your geo-tag to tag themselves to your location, will they easily find it? If not, you’re potentially missing out on thousands of important and informative conversations containing bottom line feedback to your business.
Why? Because people are talking about your business online when they’re physically present at your business. And since most of these conversations won’t mention your brand (up to 70% of posts), you have no way to find out what they’re are saying unless you monitor your locational content. Without social media accounts, it’s difficult for users to interact with your business, and you will miss out on valuable insights.
Lack of social & relationship marketing strategy
Do you have a strategy for proactively connecting with and improving your relationship with your local patrons online, so that you improve their referrals and repeat business? If yes, are you executing on that strategy and leveraging locational insights to further improve the ROI on your local advertising campaigns and mitigate brand risks (such as negative online feedback)? If not, then rest assured that you’re missing negative feedback that you can correct, as well as opportunities to greatly improve the reach and ROI of your current social media efforts.
Here are the solutions
Make geo-tagging easy by ensuring you’ve set up social accounts with location details for your premises
Get serious about social media. Establish social media accounts for each of your premises on Facebook, Twitter, Instagram and Foursquare so that people can easily share their location with their friends. With the right tools (such as Local Measure), you can receive automatic alerts notifying of important feedback (such as a visit from a celebrity or a thief stealing something) so you can improve your business and bottom line.
Redefine your core base of customers
Digital marketing platforms like blogs and PPC have given companies incentive to redefine their core base of customers. As local media content goes mainstream, it’s increasingly important to have a clear understanding of your core base of customers so you can engage and build relations with them in cost effective ways across multiple platforms.