Location-based marketing as an essential tool for business growth
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Have entrepreneurs considered the importance of their business location in promoting their brand? A study by Lawless Research revealed that 87% of marketers use location-based marketing, yielding profitable results. What’s more, 85% admit experiencing an increase in their customer base. These statistics reiterate the importance and benefits of leveraging this helpful tool to enhance business growth and profit maximisation. However, what is location-based marketing?
Location-based marketing utilises smartphones’ geo-data to alert consumers of businesses close to their location. Simply put, it’s promoting a brand to people within your location, using offline and online tactics. For example, an enterprise can make use of push notifications that respond to certain triggers. Others leverage location data to obtain information about their clients’ habits and tailor their adverts to suit their needs. While large businesses dedicate whole departments to this marketing type, small scale and start-up enterprises use simple geo-targeting strategies as part of a more complex digital marketing strategy.
Location-based marketing works when businesses obtain the needed information of their clients through their phone’s GPS or mobile triangulation. Afterwards, they send their consumers notifications leading them to their closest business premises. For instance, a local bakery can send a message encouraging someone to buy a cupcake on their way to work using this marketing technique. That said, location-based marketing works using geo-targeting and geo-fencing. Geo-fencing uses GPS, radio frequency identification technologies and beacons to ascertain a geographical boundary. This enables them to create a real-time notification based on location. Geo-targeting also personalises messages based on interests, demographics and behaviours.
This marketing technique is making giant strides in the business sector due to its numerous benefits. For instance, Adidas and Starbucks have successfully incorporated it into their marketing strategy. Research shows that 87% of UK adults own a smartphone, making up 40% of online traffic in the country. This allows business owners to reach more clients with much ease, making location-based marketing an intelligent strategy. That said, it helps entrepreneurs put their business in front of potential customers, especially when they seek their products or services. For instance, a jewellery brand can quickly create tailored social media adverts to clients within their zip code, increasing their chances of generating leads.
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Additionally, location-based marketing helps business owners know their customers better, creating products and services to serve their customers better. A Marketing Land survey revealed that 54% of consumers want brands to understand them and expect more personalised communication. That said, location-based marketing obtains behavioural data from their clients, helping them send more personalised messages for the best results. Also, it’s more affordable than other mainstream marketing tactics, making it a favourite among business owners.
Although this technique generates online traffic, it also enables customers to quickly locate a business’s physical location, increasing foot traffic. Targeted adverts can easily persuade new customers to visit your office for the first time. That said, businesses owners need to maintain their premises to create a positive first impression. Fortunately, office cleaning services like Sentrex helps businesses create a pleasing and hygienic environment to attract and obtain potential clients.
