Geo-targeting is an interactive form of market research that relies on a real-time exchange of information between a potential customer and a marketer. Geo-marketing promotes the delivery of digital content to potential customers based on what they reveal about their physical location and associated interests via geo-location software. Let’s take a look at how this works and how you can use geo-targeting to maintain customer loyalty and to drive up your business.
Here's How:
Rethink Customer Loyalty The fundamental assumption is that the more someone frequents a particular type of store, shop, or activity center, the more likely they are to be in the market for particular products. Often, the products pitched are related to special interests but, increasingly, products are attached to some type of reward system that caters to best customers. What does it take to ratchet up cutomer loyalty? Start by appreciating best customers with real-time loyalty.
Identify Customer Enthusiasm for Engagement Tracking and analyzing keywords is an important first step toward effective use of geo-targeting for market research, marketing, and advertisement. A basic understanding of market segmentation will include a process for identifying unique search phrases and key terms used by customers in that market. Uncovering how customers engage with your products or services is one side of a two-sided coin. It is also important to know which customers welcome geo-targeted marketing. Not everyone who enjoys the social engagement side of geo-marketing appreciates the target marketing side.
Initiate Relationships With Local Customers Its called geo-localization for a reason. Local is the operative word for effective geo-targeting. A bricks and mortar business will naturally be more focused on creating relationships with customers who do business within a particular search area than will a business with an online focus. So as Stephen Stills suggested, Love the One You're With. In order to establish rewarding relationships with local customers, use the tools that limit search radius on Twitter, Facebook, and other social media applications. Cultivate the walk-in traffic suited to geo-targeting.
Use Social Media for Primary Research Test what you've learned about your customers' willingness to engage via geo-targeted contact with primary research Drive business at the local level with virtual products that are redeemable for a real item - and that offer social entertainment, too. Users can share information with friends and let you know what they think of your business at the same time.
Reward Loyalty LocallyPiggy-back virtual recognitions with real services or products you grant to your most loyal customers when they visit the local shop. Even though your goal may be to drive foot traffic into your bricks and mortar location, don't sell with every customer contact. Start a conversation with loyal customers that they will want to continue. Remember the tandem nature of a good relationship -- you must give to get.
Stay on Top of the Geo-World Popular geo-location "check-in" applications that are being used to provide bonus rewards include Foursquare, Gowalla, Loopt, Yelp, Booyah, and Topguest.
Find out which applications your customers prefer and be creative in the ways you appreciate customer business. All the major search applications support analytics that can help you maximize geo-targeting for market research.
