As if you didn't have enough to do to break into social media marketing, today I'm going to share with you another marketing opportunity that is based on social media. This marketing opportunity is coming to you via geolocation applications and services. Perhaps you've heard of them? A few of them include:
Sound familiar? If not, it's ok - but it's time to get familiar with them. These applications offer a significant opportunity to drive foot traffic into your retail shop, restaurant, bookstore, bar, coffee shop, etc.
These applications are different than Facebook, Twitter and Linkedin, but many of them are integrated with the social media powerhouses.
Geolocation services ask users "where they are?" and many users are willing to share that information. They work with GPS enabled smartphones and consumers and active hyperlocals are absorbing these apps and loving them. The idea behind location awareness is that people will use the GPS equipped mobile devices to check-in, tweet, review, and refer as well as add their location while doing so.
These geolocation services do two things:
- They report location of the user.
- They associate the real-world location of businesses to the user's location.
Ok, why should you care?
Geolocation services allows users to “check in” when they stop at a retail shop, bar, restaurant, park, bookstore or really anywhere they want to list. The service further allows users to connect with friends and alert them of their location if they choose. Users can add and update information about businesses, write tips and make suggestions for anyone to consume. What are they saying about your business?
Foursquare has even incorporated a game where people earn points as they check-in.
Benefits of geolocation services include the following:
- They attract the hyper local users - people who love their neighborhoods, enjoy getting out and like evangelizing the businesses that they love.
- They have the ability to create that foot traffic into your retail store or establishment from online activity.
- They allow you to make offers and broadcast it to users. (It's free for now, but I doubt that continues for long)
- Some of these services offer Automated CRM Data to you.
- They sync with Twitter and Facebook allowing all the fans and followers of those checking in to see where they are, their reviews and tips.
Seriously Laura, I just don't have the time.
I hear you, I teach small businesses everyday and the biggest concern is where are we going to get time for one more thing to add to our daily tasks? I understand, so I'm here with good news - you don't have to do anything. You just have to make sure you are listed and perhaps even add a special that will attract that foot traffic into your establishment.
The good news is that I'm going to show you how to do that with one of the most popular geolocation services for free- Foursquare, which has over 700,000 users in less than one year!
The concept of creating a special on Foursquare is to create a special that is relevant for where people meet. It works best with bars, cafes, restaurants, coffee houses, and theaters. They are working on opening of their options to include more service oriented and retail shops, so keep an eye open for that option. To create a special you'll be asked a few questions using the Foursquare form such as:
- Your Name
- Your Email Address
- Your Telephone Number
- The URL of your user profile (Yes you need to be a Foursquare user, but why would you not want to be?)
They will then ask you questions about the venue or your business that is offering the special. Questions include:
- Your Business Name
- Business Address
- City
- State
- Zip Code
- Telephone Number
- The URL of the business or venue on Foursquare (Yes, it needs to be listed so if it's not add it!)
- Your Twitter business name (If you have one - it's optional)
- Details regarding your special
That's it, then you click the submit button at the bottom of the form. It sends the information to Foursquare and they will get your special listed. This will attract current and potential new customers that are in your location and users of Foursquare.
How is that for guerrilla marketing tactics? The listing of your special at Foursquare is free for now, but I'm sure that they will start to charge for it soon, so it's a great time to give it a whirl and see if it works for you.
