Mobile Marketing for Local Businesses
The mobile infrastructure is now quite advanced and for local businesses the opportunity to reach their local clients is now staggeringly efficient.
Consumers are demanding to be advertised to in a way that is almost tailor made to them otherwise they will disengage from it immediately. Local marketing has to hit the consumer with what they want to see and when they want to see it.
For any local business there is a multitude of ways to get their products or services to the consumer. However, some are better than others and Mobile Marketing for local businesses is an exciting prospect.
For a small business, the term “Local” is understood to be more precise than just the country you are in. On average, most local businesses get the majority of their customers from within just a 5 to 7 mile radius of where they are based. So any marketing or advertising has to cater for that local consumer.
1. Target Tightly to Increase Results
Mobile Marketing, is a perfect partner for driving ‘Local’ traffic to their web site or even direct to their store or place of business as it can pin-point target the exact demographic of the ideal customer.
Mobile marketing and in particular Smartphone marketing, has the ability to concentrate on the exact chosen demographic as it is now possible to specify the gender split of the target market along with the age range and the time of day advertisers want to reach that audience, not to mention the exact days of the week in which they want to do so and in which towns or cities they live in.
They can even specify the network and even the smartphone handset type if you really want to get extremely specific about it.
2. Send an Initial Free or Discount Offer to Entice the Consumer to Engage with You
The point however is this; the more accurate a business can align their product or service offering to the very type of consumer that is most likely to want it, then the greater their chances are of making sales. The mantra for all future marketers has to be “Give people what they want, when they want it”.
One of my favourite statistics I’ve read several times now is that 91% of people in the US keep their mobile phone within 3 to 4 feet of them 24hours per day, 7 days per week. So if businesses move some of their advertising budget to engage in mobile marketing campaigns, then they will be reaching their target audience on a screen that they know will be with them at most times of the day and even night.
Mobile marketing for local businesses can target more accurately, be less expensive, give them the ability to split-test that marketing at no additional cost, give excellent reports to assess the effectiveness of each campaign and reach the ideal consumer at a time that they want to buy or interact with the offering.
However, just getting to the exact consumer when and where they are, isn’t enough on it’s own as the offer has to have an incentive in order to get the consumer to engage with it in the first place.
With full screen colour adverts, it is quite possible to lay out some compelling and interesting offers that thoroughly entice the handset user to engage with it. Each one of these offers can have full functionality that not only gives them their offer but captures their details and even continues to interact with them on their computer.
3. Know Your Consumer and What Keywords Will Be Most Relevant to Them
A great benefit for the local business is that mobile marketing is not only extremely accurate but also very cost effective in that the advertisers are only billed for when potential consumers interact with their advert. Other forms of local marketing like advertising in the newspaper or journals and directories, bill them regardless of whether the advert brings in one single enquiry or not.
Mobile marketing works by sending adverts to handsets that are using internet browsers or apps. Each advertiser chooses a set of keywords to be associated with their adverts just like they would with something like Google AdWords for example and those ads pop up on mobile phones when the user accesses relevant information to those specific keywords.
Due to the rapid rise in smartphone sales, more and more handset users are engaging with the internet via browsers on their phone as well as apps that they have downloaded. Recent figures state that there are more than 400 apps available today (300,000 for the iPhone and roughly 100,000 for the Android phones) which means that there are a lot of people accessing information in this way.
Therefore, any local business using mobile marketing to attract their ideal consumer can be assured that they will be making excellent use of their available advertising budget in my opinion so long as they do the sensible thing of test, test and test again. Very few of us ever get any marketing perfect the first time and little tweaks and adjustments following analysis of the results can often reap massive rewards.