What to Monitor Across Your Location-based Marketing Program
In order to know if your location-based marketing campaigns have been successful, you must measure the impact. The first step to measurement is monitoring: gathering, surfing, and getting to know your data.
When setting up your monitoring strategy, consider monitoring the following categories:
Brand name: The most important thing to watch for is your brand name. Your brand mentions are signals that someone cares enough to mention something about your business.
Your competitors’ brand names: One of the great things that social monitoring can do is provide competitive intelligence. You get to see not only who is talking about your brand, but what people are saying about your competitors’ brands. If people are complaining about them, offer solutions with your brand. If people are praising the other brands, you can see if your brand can fulfill the same promises.
Complementary businesses: Watch for opportunities to do more business. For example, airports, coffee shops, restaurants and bars can all have customers that can become your customers. Tourists are looking for things to do, and visiting your business could be one of those things.
Partners’ brand names: It’s also helpful to monitor the brand names of any potential partners so that you can get a sense of their reputations before you work with them. Because people often talk about customer service issues, this will give you some insight into your partner’s strengths and weaknesses.
Admired brands: Whether in your industry or not, there are probably brands that you would like to model your brand after. Watching these brands will show you how they conduct themselves and inspire your content strategy.
Products: Sometimes people don’t mention your brand name when they talk about your products, but you want to hear what they’re saying. People talk about innovative uses for your products, they praise them, they tell you what’s wrong, and sometimes they compare them directly to your competition, so it’s wise to follow the discussion of your products in social media.
Offers: If you want to know if your competition is using social media for offers, you can find them by listening for them. Some brands use social media for nothing but offers.
Social media isn’t just another broadcast channel; it’s an opportunity to get to know your audience and provide value to them beyond what they get from your products and services.
Brand pillar–related conversations: Every brand has its pillars. Example pillars are health, adventure, sustainability, and quality. You can derive your brand’s passion points (for example: Hannaford Supermarket’s are easy, healthy, and affordable) from your brand pillars.
Passion points invite you into conversations that expand your ability to communicate with your audience. For instance, if you’re running a marketing campaign for a skateboard company, constantly talking about your deck (boards) and apparel will get stale pretty fast. If you take a step back and provide quality content for people based on the ideals of your brand, you’ll find more opportunities for interaction.
Campaigns: Use social media monitoring to give you campaign-generating ideas. Say you operate a craft brewery, and you’re interested in launching a new amber ale. Social monitoring allows you to comb the web for the conversations about amber ales, which gives you ideas on how to model your campaign. You’ll find breweries, experts, enthusiasts, beer geeks, newbies, and nonbelievers having conversations about beers in both owned and earned media.