Content marketing isn’t a new concept. Several years ago marketers picked up this specific mantra. They created t-shirts that proclaimed the good news and chanted the slogan throughout the day and in their sleep at night. So I’m not here to sell you on the importance of content. I think you get it. (I said we get it, Morpheus.)
But the way we share content is ever changing. If your company has a physical location, a key marketing component you can’t overlook is location-based marketing.
What is location-based marketing?
I’m glad you asked. Location-based marketing centers on marketing to consumers in a specific geographical location through their mobile devices like smartphones or tablets. The beauty of location-based marketing is that you can actively target customers without waiting passively for them to find you.
Brendan O’Brien, a member of Cisco’s marketing team, writes, “Mobile location based services and marketing is rapidly becoming BIG business, with an estimated $4.5B of mobile advertising being location based (rising to over $10B by 2017).” And Forbes lists location-based marketing as a content marketing trend to watch.
Example of location-based marketing
My favorite example is the story of Meat Pack, a Guatemalan sneaker company that setup a location-based marketing campaign to lure consumers away from their competitors.
Meat Pack created geo-fences around competitor stores like Nike and Adidas. When a customer with the Meat Pack mobile app entered one of these stores, the app triggered a message with a discount starting at 99%. The discount lowered every second, making sneaker shoppers turn around and run directly to the Meat Pack store.
With this brilliant location-based marketing plan, Meat Pack targeted content directly to consumers who were already in the market for new shoes. After the first week of the campaign, they stole 600 customers from the competition. See Meat Pack’s story in the video below.
A study done by MDG Advertising finds that “72% of consumers say they will respond to calls-to-action in marketing messages they receive within sight of the retailer.” There aren’t many other marketing strategies that have such a high ROI.
Combine location-based marketing with an SEO strategy that reflects your specific location. Make sure your website is optimized for mobile—and actually check it on a mobile device. Create apps that allow you to distribute your dazzling content directly to the consumer, and you’ll be on your way to a strong location-based marketing strategy.
About the Author
I'm Autumn Nicholson, Director of Internet Marketing. I earned my Bachelor’s degree in English and took the first editing job I could find, at a marketing company in South Carolina. I joined Farmore Marketing in 2014 to put my internet marketing experience to good use—and to spend more time on the beach. I spend much of my time volunteering for nonprofits, reading, and binge-watching TV shows on Netflix.
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