What Location-Based Technology Means for Your Sales Strategy
Posted by Resource Nation on October 24, 2013 in Business Technology, Sales 2.0 [ 0 Comments ]
If you think consumers have grown wary of Big Brother keeping an eye on them at all times, you haven’t been paying attention to the growth of location-based services. In fact, people are willingly giving their information to companies, their families and friends at an increasing rate. Earlier in the year, many marketing and business experts were anticipating the downfall of Foursquare, the social networking platform that let users check into restaurants, cafes and a variety of business establishments. However, sales teams can take a lesson from the developments of location-based services to develop a stronger strategy to target consumers.
Recently, The Realtime Report, a website dedicated to tracking the growth and decline of social marketing tools, indicated the enterprise has grown from 35 million users at the beginning of the year to 40 million as of September. The interest for small businesses lies in the ability of consumers to share information through the social networking site. Once a consumer has advertised he or she has visited a particular establishment, there is an opportunity for sales representatives to reach out, whether through email or social media itself.
According to eMarketer, location-based mobile tools help businesses target users more accurately. Consumers are actively giving companies data regarding their whereabouts, but they’re also giving businesses a unique sort of advertisement. New data highlights the importance for enterprises to embrace the rekindled trend toward shopping local.
Consequently, your sales strategy should pay attention to the way consumers are volunteering to give your company greater visibility. The Pew Internet & American Life Project released a study from May 2013 indicated 30 percent of social media users, regardless of gender, divulged their location in their posts. Whether or not a customer had a positive experience during their visit to a business location, it’s important for sales leaders to find out. Walking into a location is one thing. It’s crucial to get feedback so your business can understand retention rates and what sales devices are working.
Meanwhile the explosion of mobile technology has given rise to a growing number of individuals interested in accessing information about local enterprises. Nearly 75 percent of smartphone users use their mobile devices to gain access to local information.
In a similar vein, Foursquare is giving advertisers resources to better target consumers. According to BrandChannel, the company is offering a “check-in retargeting” product that extends the service outside the app. Advertisers are able to use the information gathered through Foursquare to offer consumers personalized product promotions or savings on services.
Moreover, small businesses can benefit from “promoted listings” which give companies greater prominence when people use the app for locating local enterprises. Foursquare is trying to be a bit more proactive in giving businesses a means to communicate with consumers by enabling “passive check-ins.” With this service, individuals are given information that would be relevant depending on their location.
(Image: via shutterstock.com)