Engage Your Customer with Location-Based Marketing
Location-based Service (LBS) platforms identify people who are enthusiastic enough to say, I am here. By claiming your venues on platforms, you get access to dashboards that give you a bird’s-eye view of who is checking in to your location. You can, through these dashboards, identify your prospects and customers and therefore engage your customers in an ongoing dialogue.
Engagement is talking directly to a customer or prospect. Think of engagement as the number of touch points you have with a group of people you care about, and then think about the quality of those engagements and whether they get you closer to your desired objective. The objective can be as simple as making potential customers aware that your business exists; it can also be a sale.
An LBS has ways to elevate the status of someone based on the fact that they have successfully checked into a place more times than anyone else. foursquare, Gowalla, and Yelp all have ways to recognize the one person who checks in to your business the most often.
foursquare calls this person the mayor and was the first to give a formal name to the person who checks in the most.
Gowalla has a Leaderboard and lets you see who is in the lead.
Yelp allows people to rule a group of places in a region, appointing each a Duke or Duchess.
These are people you want to engage. Ask them questions about what makes them want to check in to your business and find out if they recommend your business to others.
Another thing to pay attention to is the content that people create at your place. Most LBS pages let participants tell a bigger story than I am here. Often, your supporters leave tips and recommendations that indicate what you are doing well and what they like about you. Other times, their feedback gives you the opportunity to learn about your downfalls and things that might keep people away.
These people are the most important to engage, either to encourage their behavior or to show that you care enough to acknowledge the effort they took to give you feedback. Every complaint in social media is a chance to publicly turn a negative experience into a positive one.
People who are willing to step up and criticize your business are often also willing to talk about the way that you righted a wrong, particularly if you do it in a noteworthy way.
Your venue or place page within a platform often contains tips, recommendations, pictures, and check-ins that you can use to find out who cares about your business and who would like to see you make improvements.