Imagine you’re browsing Facebook as you explore a new neighborhood. A post appears, informing you of a lunch special at a restaurant just down the street. Coincidence? Hardly. It’s hyper-local marketing, which targets mobile customers and prospects near your business. According to Google1, 70 percent of consumers use their smartphone to find products, services, or experiences nearby, and they’re ready to buy. Here’s how to reach them:
Begin by making sure customers can view your site on their mobile device. Most Web-building platforms, such as Squarespace, Wix, and WordPress, use so-called “responsive” design that adapts automatically to screen size.
Remember those mobile Web searches? Google and Bing permit business users to verify and enhance their listing with opening hours, photographs, and offers. Ditto for review sites such as Yelp or TripAdvisor.
These same sites, as well as social media platforms such as Facebook and Twitter, offer displayed advertising when the user is near your business. Ads can appear within search results, mobile apps, and/or on web pages.
Foursquare and other social media sites let users “check in” to a business. Businesses can create offers that users “unlock” by being among the first to check in or by returning several times, thereby rewarding loyalty.
For a local business, anyone nearby is a potential customer. Reach out to them with tailored marketing messages that bring them right to your doorstep.
For more Small Tips for Small Business visit the Optimum Business Resource Center.
1Going Local: How Advertisers Can Extend Their Relevance with Search, Google, May 2014 (https://www.thinkwithgoogle.com/articles/how-advertisers-can-extend-their-relevance-with-search.html)
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