Monday, June 20, 2016

Looking for ways to bring more customers near your geographical area into your store? Create a local mobile marketing campaign. Mobile users are now pretty comfortable giving up their geo location information when they use apps and other mobile technology. They realize that allowing brands to know where they are means a better app experience, more relevant content, and even special shopping deals. So, when trying to reach consumers close to you, and bring them in to potentially close a sale, there are some specific mobile marketing tactics you should employ.

Local Search

To drive conversion, companies in most industries can benefit by using local search listings with maps as part of a comprehensive marketing campaign. Search Engine Land states that Google recently upgraded the features in its local search technology to include “local pack” results, which are relevant results according to the geo location a consumer is searching from. Google has also placed dynamic filters on its search engine that refine results based on local info. Even Facebook is using local search tools to target users. To reach customers that you want in your store, advertise your business on location-based apps and GPS so that awareness for your brand increases.


It’s one thing to know where a customer is located, but it’s another thing completely (and arguably more helpful) to know how that consumer thinks, shops, makes decisions, and behaves in other ways. Mobile marketing campaigns that take into consideration where customers typically want to eat for lunch, what they do after work, and how they spend their Saturdays are good campaigns. Marketing efforts should include local consumer research followed by marketing promotions and ads that have a specific result in mind. When you know a consumer’s location and habits, you can craft specials and deals that have a better chance of luring them into your store.


Call-to-action mobile marketing tactics take advantage of geolocation by pushing specific promotions and ads to a consumer when he or she is in a business’ area. Mobile calls-to-action can include offers like, “Stop into our shop just around the corner for a complimentary drink,” or, “Drop by between noon and 5 p.m. for a 20% discount.” These specials are sent based on a customer’s proximity and they’re usually perfect opportunities for consumers to pop into a store.

CMS Report says that mobile phone conversion rates have increased 64 percent over desktop conversion rates. This is where your marketing strategies should be looking for the best chance of driving conversions. Most people use smartphones today and rely on them for finding the best deals, services, and opportunities while they’re out and about. Local mobile marketing campaigns, when employed, should be evaluated regularly to make sure they’re effective and using appropriate tactics based on local users.