Location-based marketing is a critically important marketing strategy that takes advantage of multiple marketing channels to target consumers in a certain geographic location. There are many different ways in which businesses can leverage location-based marketing, making it one of the best strategies for them to use. It can also increase conversion rates, improve brand reputation, and help with customer retention.
This type of marketing is also great for a mobile marketing strategy. Mobile browsing has quickly taken over much of the internet’s browsing traffic, making it a focus for marketing teams. Let’s take a look at some of the ways that businesses can use location-based marketing in an overall mobile strategy.
Geo-Conquesting Is Ideal For Mobile Strategies
If you aren’t familiar with geo-conquesting already, you should be. Geo-conquesting can be extremely useful within an overall marketing strategy, especially when we start to talk about mobile strategies.
As the name suggests, it essentially involves taking business from your local competitors. For geo-conquesting to even work, marketing teams have to take advantage of IP-based Geolocation data. This is why it is especially useful for mobile marketing because location data is reported all the time from devices connected to the Internet of things.
In the simplest terms, geo-conquesting involves using location data to send potential customers discounts at or near competitors' locations. While it might not seem like much, geo-conquesting can be an extremely effective mobile marketing strategy when used correctly.
Marketing teams have become creative in terms of how they leverage this location-based data, too. From offering deals to people who are near a competitor across the street, to encouraging mobile payments to track locations and offer deals when customers are nearby. The possibilities with geo-conquesting are vast, and this segment of marketing will continue to grow as the use of mobile devices does too.
Local SEO is Simple and Effective
Local SEO strategies can do wonders to target customers who are browsing on mobile devices. If your business needs more organic traffic, local SEO is a great place to start out. When thinking about organic traffic, it essentially means that you will connect with people who are already searching for the goods or services that you offer.
The great thing about organic traffic that a business receives from local SEO is that it means you won’t have to spend as much on paid advertising campaigns. When a business receives a sizable amount of organic traffic, they don’t have to pester consumers as much with in-your-face paid advertising.
There are some simple things businesses can do to improve local SEO such as setting up a Google My Business account. Creating a Google My Business account also gives local customers a place to leave reviews for your business, giving positive social proof. Businesses can also produce local SEO content to try to rank their websites for more search terms, reeling in more organic traffic to their websites.
Local SEO efforts are a relatively low-cost marketing strategy, which is perfect for location-based marketing. While it won’t bring in a flood of sales, it is great for bringing in more organic traffic over the long term. Great marketing strategies have a healthy mix of organic traffic and paid advertising traffic, with the location in mind for both marketing channels.
Location Tags Connect With Consumers on Social Media
Location-based hashtags allow businesses to target local consumers on social media. It is also a low-cost option, and could potentially be free if you produce the content yourself instead of hiring someone to do it.
Social media does many positive things for a business. It helps improve the image of a business in the public’s eye. It can also help businesses reach a larger audience locally, bringing in more organic traffic by using location tags.
Location tags are especially important for mobile marketing strategies, considering that mobile devices dominate social media platforms. According to studies, about 80% of the time spent on social media is from mobile devices. Businesses should absolutely lean heavily on social media in their mobile marketing strategies.
Location-Based PPC Marketing
While businesses shouldn’t rely too much on PPC marketing if they can help it, location-based PPC marketing should certainly play a role in mobile marketing strategies. PPC marketing stands for pay-per-click, meaning that you pay to get your advertisement in front of consumers' faces, and are charged every time they click on your ad.
Businesses can configure PPC advertising campaigns to target consumers in a certain location. They can also target certain demographics within a given location, making PPC marketing a very powerful tool.
Another advantage is the analytical tools that businesses can use to track the performance of PPC advertising campaigns. When you run a PPC campaign, you can even track the performance on different devices, allowing you to hone in on what works better for mobile.
It’s really simple to make PPC marketing campaigns that target mobile devices too. Once you have your campaign set up, it’s as easy as checking a box that says “mobile” (that is for Google AdWords at least).
The Bottom Line on Location-Based Marketing For Mobile
The use of mobile devices online has exploded recently. This opens up many opportunities for marketing teams to target those mobile devices. Location-based marketing is a great option that allows businesses to reach people in the right spot at the right time.
Businesses should use a comprehensive mix of marketing tactics that target mobile devices based on location. This includes geo-conquesting, local SEO, location tags on social media, and PPC advertising. Any business that can use these marketing channels effectively should have no issue with location-based marketing.