Geolocation Based Incentives – What to award for “checking-in”?

I have noticed a lot of blogs and social media posts discussing what is a good incentive for customers “checking in” on Geolocation Services. All of the different Geolocation services (Facebook Places, Gowalla, FourSquare, Google Latitude, Twitter Places, Whrrl and others) have built in awards and badges, however, this has no value to the majority of mobile users.

The main reason I see for using Geolocation services is to connect and attract mobile/smart phone users. Mobile phone use is growing in every area of the internet. For mobile users – the value of geolocation is not clear. A study on consumer geolocation adoption shows that only 6% of people familiar with these apps feel that the benefit to most people is “discounts,” and only 8% believe that the benefit to them personally would be “savings in discounts and merchant rewards.”

So what is the value in geolocation services to these mobile users? The study also states that the most important benefit people will experience is “social connection”. This is why you should have an integrated marketing strategy for geolocation and social media.

At this point – businesses are not offering “value” to those customers that “check in”. There are some issues that precede reward value that must be considered. An issue to consider is security – many mobile users feel it is not safe to share with ‘everyone’ where they are all the time.  This is a valid concern and we will address this issue in another blog post.

To date, the majority of businesses have failed to provide value to mobile users for using geolocation services. Depending upon what business you are in, you need to determine what is of value to your customers and what is of value to you as a business owner. It must be a win-win situation and you should not be giving away the store.

It is obvious in the studies and all the articles recently that a discount is not enough for the mobile users to perceive value in geolocation services. To just give away product is not good business. Then what kind of offers can you make that will benefit both parties?

Group check-in is a great way to reward 3 or more individuals checking in together. Giving something to a group is more cost effective and a bigger bang for your buck than giving away to individuals.

Number of check-ins in a specific time frame with return value. For example – customer must check in 4 times in two weeks to win a t-shirt. Then every time they check-in and make a purchase with the t-shirt on they get a discount or some other small item for free.

Number of check-ins at one event or during a certain period of time at your business. If the number is reached – everyone that checked-in gets a free ______ (you fill in the blank).

These are just a few ways for consumers to receive value along with the businesses not giving away the store. Remember - your geolocation reward program should be integrated in all your marketing initiatives.

Do you have any other ideas for value geolocation service awards?

Is Website Optimization Necessary for Local Internet Marketing Success?

The answer is……Let’s talk about what are the components of a successful local internet marketing plan. As I have mentioned in the previous blog, there are certain components that are part of a successful local marketing plan. However, after attending a very good webinar on How to become a Local Marketing Expert presented by Hubspot, I have added a few new techniques.

Prior to this informative event, I would not have considered these ideas as being necessary or even effective in local internet marketing. However, when you integrate all of the different tools, you have a very successful local internet marketing plan that will allow a small businesses to compete with big business!!

Here is the list from the previous blog. If you want more information on these, see Local Marketing – Are You Sure?

1. Local Opportunities
2. Email Marketing
3. Long Tail Keywords
4. On-line Directories
5. Google and Bing Places
6. Social Media
7. Blog

Here are the additions:

1. Add Yahoo Places – this is another search engine I inadvertently omitted. Also in places, some businesses will want to consider tags and advertising. It will make your places listing stand out with a special tag on Google and get you placed higher in Yahoo. You are also able to offer special deals through the tags and upgrades. Monitoring is key with places and all other online directories.

2. Facebook Places – You still need the business page, however, every business should have a places page. The page allows you to show up in certain location searches on Facebook and allows customers to check-in to your business on Facebook, sharing it with all their friends. FREE advertising.

3. Foursquare – I have not been a fan of Foursquare up until now. I still do not think it is for all businesses. Businesses that have a lot of walk-in traffic and potential repeat customers, should use Foursquare. There are 6 million users on Foursquare. It reaches out to mobile users, makes visiting your business fun and builds brand loyalty.

4. Online group buying – Here is another marketing tool that I was not a fan until now. I still don’t think it is wise for a local small business to partner with a national company such as Groupon. However, if there is a local online group buying company that fits your demographics, then I encourage you to consider this tool. Be sure you offer a great deal, but don’t offer a deal that has the potential to harm your business.

You take all of the components listed above and any local small business can compete with big business.

So my answer is – NO – website optimization is not necessary to have a successful local internet marketing plan.

Marketing Opportunities - Online Directories

If you are not utilizing online directories, your business is missing out on a great opportunity to be seen and heard.  Most online directories are free. There are a few out there that charge to place your listing and you should determine whether your company should list with that directory. Many of the free directories offer paid upgrades that will give you more options and benefits, however, the upgrades are not a necessity to be successful.

The online directories are not just to list your buiness. They are for people to read positive reviews about your business. How? You ask your cutomers to write a recommendation for your business on the directory. Sometime during their buying process, provide them with the web address to write a recommendation on the directories. If you utilize more than one directory, give them options. Just like product reviews on retail ecommerce sites, individuals are using online directories for reviews on businesses.

Here are a few free online directories with the link to my listing:

Merchant Circle
http://www.merchantcircle.com/business/Davis.Marketing.Professionals.LLC.770-540-7441

Yelp
http://www.yelp.com/biz/davis-marketing-professionals-buford

Google Places
http://maps.google.com/maps?hl=en&ie=UTF-8&q=marketing+in+buford+ga&fb=1&gl=us&hq=marketing&hnear=Buford,+GA&ei=6oiPTODyOcOblgfy_Nm8Dw&sqi=2&ved=0CC8QtgMwAA&iwloc=8901288723039125281&mid=1284475150

Insider Pages
http://www.insiderpages.com/b/15253492921/davis-marketing-professionals-buford

If you are not listed on these directories, you are missing out on opportunities to be seen and heard - and missing out on potential customers.

Don't Touch That Marketing Budget

I am encountering and hearing of businesses making cuts to their budgets. Whether it is staffing, capital purchases, benefits, marketing and many others; they want to cut expenses and increase revenue. Most are not successful increasing revenues. Just because you cut expenses does not automatically increase revenue.

This chart to the left, provided by Laurie McCabe, a Partner and Analyst at the SMB Group through HubSpot Blog, shows that companies with increasing reveues are more likely to view marketing strategically, and invest more in marketing than their counterparts with flat or declining revenues.

Marketing is one area that a company can not expect to cut and also increase revenue. I know there are exceptions to every rule, however, the majority of businesses that decrease their marketing budget will see revenues flat or decrease. Small businesses find this more challenging than larger businesses.

For small businesses the internet and social media can be the answer. Web-based marketing and social media tools are usually less expensive than traditional marketing. It can be easier to use and more effective than traditional marketing. This is also true for larger businesses.

Using internet and social media marketing does not require you to commit to long term contracts and tie you into a stationery marketing strategy. A continually adjusting and changing marketing strategy is more relevant and effective. You are able to try different approaches with out making changes to a long term agreement. Trying different messages at the same time to determine which is effective is a common strategy.

In order to be effective in internet and social media marketing, you must have a plan. Now that is another blog for another time. It will not take a long term contractural agreement, however, it will take time to be effective.

If you are going to decrease your marketing budget, you must have a marketing strategy that will continue to reach your target market. Internet and social media marketing may be the answer.

10 Things You Must Do For Your Facebook Business Page

Facebook (FB) has become a norm in developing a branding/marketing strategy. Just having a FB page is not going to produce results to increase your revenues. If you do not have a FB business page, sign up as soon as you finish reading this blog.

There are the obvious things to set up a business page. Business profile information is something easy to do and should be a short description of who you are and what you do. FB does alot for you by just having the page - like button, photo, email contact, website link, etc. Another common tool used on FB is FB ads. These ads are not for everyone.

Here are the 10 things you must do for your business page:

1. Daily posts about what is going on in your business. Share with your fans what is going on. This will build a very strong loyal customer base. It will also start conversations in other groups. You want you business talked about positively as much as possible. You have the opportunity to direct the conversations about your business.

2. Create a Products tab. Make this an online window shopping experience. You do not have to show everything. Remember it is a window shopping experience. What do you put in the front windows of your business? The most attractive products. Create a WOW factor.

3. Create a Pictures tab. This is not for products. Post pictures of interesting things about what is happening at your business and with your employees. It could be pictures of an employee outing to a baseball game. A picture of the customer service employees so your customers can put a name with a face - make it more personal.

4. Create an Email sign up tab. If you do not have an email marketing campaign you should seriously consider this high ROI strategy. Check out this link for more information about email marketing. The email sign up tab will increase the number of your email addresses to include in your email campaign. This type of inbound marketing is very important in any branding strategy.

5. Create Other tabs. This depends on the type of business. Many businesses have rewards program, events and coupons. If it is an important part of your business and marketing strategy, you should have a tab for that item. I know many restaurants have a coupons tab to list the current special/coupon for the week. It is a great way to get someone to make that decision to come see you.

6. Use the Store locator application. Whether you have one location or multiple locations, your customers need to know how to find you. Do not make them go to another site to get information on how to find you. That is the best way to lose them.

7. Create a Video tab. One of the most popular ways to market a business today is through video. You can do alot of things with video to show off your products or create funny videos about your products. Think of unusual helpful ways to use your product and show it with video.

8. Use the Featured Product application. You always have a featured product. Show it off. Whether it is a new item or one you are trying to move inventory - feature the product to make more sales. Make sure it has some WOW power - either price or item - it must draw attention.

9. Create a blog connection to your company blog. The connection will post the published blog post on your business page automatically. You will be sharing your blog posts to all your fans and reminding them of the company blog. This will increase traffic to your blog. This also allows you to share your business with more people.

10. Use the Favorite application. By listing your favorites on your FB business page, it allows you to link to other businesses and organizations (hopefully they will return the favor). This also allows you to show your customers the other businesses you support. If you share something in common with a customer or potential customer, it increases the chances that they will do business with you.

This list of 10 is not an end all and is not for all businesses. It is a great starting point and will increase your presence on FB and the internet. You must have a plan to follow in using any social media or you will waste alot of time. FB can be a huge asset to your business when used properly.