Location-Based Marketing Drives Hot Leads Fast to Your Store, Website

On this blog, we usually talk about digital marketing strategies — SEO, web design, PPC  campaigns, great content, email nurturing and more.

Today, we are going to focus on the place where brick and mortar meets digital; the latest technology, location-based marketing, is a great way to reach prospective customers who are doing business with your competition.

Location-based marketing is an amazing technology and it’s the reason you sometimes see ads online or receive notifications of sales for items you just happen to be interested in! Imagine that? Each time you think someone might be peeking at your search history, the truth is, in a way, they are.

Location-based marketing is a strategy that sends prospects information, on their phones, about restaurants and stores when they are nearby. Consider that when you walk into a mall, Google knows this and sends you ads and messages for stores in the mall that use geo-targeting.

Once we, as marketers, design the campaign based on geography — the town, a store, a street, etc. — and then reach out to prospects (who have agreed to receive these types of messages) with ads and notices of your business. In other words, we figure out who you want to sell to, literally “find” those people when they enter a targeted location and tell them about your company. Pretty cool, huh?

There are actually three types of location-based marketing strategies: geo-targeting, geo-fencing and geo-conquesting.

For the purpose of this discussion, let’s pretend I own a vitamin shop in a small town.

  • With geo-targeting, we find prospects based on places they have visited before. So, I will target local gyms where I know people are working out and, therefore, likely interested in health products. I’ll send them information about my weight loss supplements or protein shakes, as well as any sales on vitamins I believe they might think will boost their nutrition.
  • Geo-fencing refers to an area around a particular location. We can “draw” a fence around a business or point of interest — the mall, as an example — and send real-time content and ads to someone’s phone when they enter the location. The drawback to this strategy is that we would be casting a wide net. If I “fence” the mall, I will be sending information to people who work out and those who don’t, as well as people who are at the mall going to GNC to buy vitamins and those who never take vitamins and supplements.
  • Geo-conquesting is where attracting competitors’ customers comes into play. We “fence” the competitor’s store, a GNC, for example, and every time someone walks into that store, we’ll send them information about a big sale at my vitamin store in an effort to get their attention and perhaps lure them away from my competition.

The best part about location-based marketing, in addition to the fact that we see results very fast, is that we can track campaigns to measure how well they are working and tweak the “fence” or audience as needed.

At Harmonia Media, our clients have enjoyed tremendous success with location-based marketing! We can do the same for you. Contact us today to discuss how we can drive quality leads to your door (and/or website!) fast.

Are They Talking About You Online?

There was a time, not too long ago, that we (people doing business in the marketplace, any marketplace) thought that if people were talking about us, it was a good thing. Even bad press is press, we would say.

Not anymore. Bad press or, in the world in digital marketing, haters, bad reviews, naysayers on social media, etc., create a huge problem for any company trying to win new customers and keep existing ones. As sure as good referrals can build your business fast, even one bad review or even simply a not-so-positive comment can wreak havoc with your company faster.

What To Do?

When a negative online comment is posted, and it someday will, because try as you might, you can’t please everyone, you have to recognize it, not ignore it, and manage your reaction appropriately.

In the world of digital marketing strategy, we call it online reputation management. And, if you are doing it well, you have a proactive plan in place to stay on top of all online comments, good and bad.

Size Doesn’t Matter as Or Does It?

Whether your business is a two-man shop or a big corporation, negative tweets, posts and comments will hurt your reputation. They may scare potential customers away. And, if the action that caused the comment is particularly egregious — even if it’s just a perception issue — the damage will be even worse. The size of your business matters in one way, the smaller the company the more damage one ding is likely to hurt.

One thing is certain, you cannot ignore social media. It won’t go away. And neither will the haters.

If you want to grow a business in today’s digital economy, accept that people’s voices, opinions and reviews matter…A LOT.

So, here are some tips to help you get out in front of your reputation and behind your brand if you get attacked. 

  • Attract Fans. If you work very hard to get your customers to rely on you, respect you and trust you and your products and services, they will naturally speak kindly of you, refer you and post and tweet great things about you.These fans and their positivity will come in handy when you have to balance any negative comments online.
  • Know What You Need to Know.  In other words, you don’t know what you don’t know! Therefore, monitor all of your online platforms including your blog and online review sites such as Google and Yelp, etc.If you do this well, you’ll be able to spot any negativity right away and manage it appropriately so that it doesn’t impact your reputation long term.
  • Act Fast and Politely If and When the Need Arises. If someone writes a negative review or makes a negative comment about your company, take the high road and respond quickly. Apologize, and try to make amends.  Do everything possible to immediately take the conversation away from the public eye. Email, DM, phone calls all work.After the dispute is resolved, make sure you post how you resolved it. If you truly made the customer happy, you may get lucky enough and they either will take down their original negative comment or post how happy they are that you made things right.
  • Don’t Be Too Proud to Make Changes to Ensure the Problem that Brought on the Negativity Doesn’t Happen Again.You know what they say doing the same thing twice and not learning from your mistake the first time, right? It’s really really a dumb business.Companies are made up of great people and, even the best people, the most competent employees, make mistakes. We are human. So, if you get caught making a mistake, and it causes a bad reputation issue, make it right.

Then, assess your business plan to make sure that it doesn’t happen again. Making the same mistake a third time is more than dumb.

Finally, Don’t Go It Alone. Talk to the reputation management experts at Harmonia Media. We understand how uncomfortable it is to have to deal with little problems after they become monster problems. Let us stay on top of your brand and reputation online so that you can continue to grow your business and keep customers happy.

Contact Harmonia Media for a free phone consultation about all your digital marketing strategy needs

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