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LBS marketing - are we there yet?
Location based services are where it’s at. Local businesses and large brands alike are incorporating LBS marketing into their mix, but it seems like not everyone is sure what to do with forums like FourSquare, GoWalla or Facebook Places. They think, "Sure it's flashy, but will it work for me?"
Here are a few tips that can help marketers extract business value from a LBS marketing effort. To read all 9 tips, continue on to the Geary blog by clicking here.
Tip #9: Use location based marketing to tie digital marketing to your overarching sales promotions. LBS marketing provides the opportunity to enrich your interactions with key audiences. An example would be eliciting product/ service feedback from consumers while they’re at various locations.
Tip #8: Identify and reward brand supporters by creating special promotions around LBS marketing. Give product/ service reviewers discounts and coupons to encourage the promotion of your brand beyond LBS channels and outside of physical locations. Make them evangelists.
Tip #7: Engage with users who use location based services that sync to other communication channels like Twitter. If someone posts a tip about your business on a LBS service like Four Square, follow them on Twitter and extend the relationship and the impact of their review.
Tip #6: Claim and manage your LBS platforms without being overpowering. It’s important to be present on LBS channels, but you don’t want to take control away from users. For example, if users create a page for your business on forums like Gowalla or Facebook, you should claim it, but do not flood existing communities with marketing and promos. Be considerate of the existing balance.
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