Power of Mobile for Local

One way to generate sales and increase foot traffic to your office is to be present on mobile. 79% of website traffic in Q1 of 2013 came from smartphones. That’s just for ecommerce. The way businesses and office can take advantage of so many people using their smartphones is to present on mobile with a mobile friendly website and check-in apps like FourSquare. Let’s talk about FourSquare because it is something you can do right now.

 

FourSquare is a mobile check-in app. They have over 30 million users. It’s a way for consumers to find local businesses. People use FourSquare to find restaurants, recreational activities, services, and other businesses. More savvy consumers use FourSquare to find deals. People also leave tips and reviews, which can also help drive traffic and generate those sales you need.

Over 1.3 billion businesses are taking advantage of business solutions on FourSquare. The cost is free unless you want to advertise on FourSquare. You can claim your business, make updates and set up specials, and take advantage of FourSquare’s free analytics.

Your Listing

We always talk about integration. Your listing is one way to integrate FourSquare with other marketing methods. Those SEO keywords apply here. Those keywords should be words consumers innately use. They scan messages and text with those keywords in mind. Make sure to incorporate them in your listing. You can also add a link in your listing.  Be brief and informative.

Specials and Updates

Another way to integrate mobile with other marketing strategies is to promote the same specials you promote elsewhere on FourSquare. Keep your marketing messaging consistent.

Another tactic to generate sales is to offer a special for new customers only. Some service oriented companies offer a free consultation, a 10-20% discount, free gifts, etc. The goal is to get people in the door.

Some businesses offer discounts and specials only to the mayor. Consumers become mayors when they visit often and check-in.

If you’re a brick and mortar and you’re looking to boost foot traffic and sales, FourSquare is a really good tool to do just that.

Driving Online and Foot Traffic

Many of you are local, brick and mortar businesses. You not only need to drive online traffic, but you need to drive foot traffic as well. Integrated online marketing strategy and direct marketing strategy is even more important. Now you should add mobile to that mix. We’ve talked a lot about relevant content. But how are you using this wonderful content you’re creating?

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Website

Most of the messages you create will go on your website. The core pages (homepage, services, about, contact) will be static, but you should also have a spot on the homepage that highlights news and promotions.

Make sure to list your website with Google Places and Yelp. These are popular sites people turn to find local businesses.

Direct Marketing

Any direct marketing mailings you use to generate sales should include messaging you have on your website. The promos, highlights, and especially keywords. Also include your website and social media urls.

Emails

Emails, like your other content, should be informative and relevant but more so here. Intermix blogs and articles combined with promotions. If you can, design your email so it mimics your website aesthetics. Make sure to include your physical address along with your website and social media urls.

Mobile

You should have a mobile website. The easiest way to do that is with responsive web design, otherwise you’ll have to create one. Mobile sites should use the same keywords you use on your desktop site. The difference is that your mobile site content is condensed. Make your contact info (phone number and address, even a map) easy to find.

Also make sure you claim your business on FourSquare. Include a description, your phone number, hours of operation, website, and services. To drive more foot traffic, include a special to attract people to stop by.

Generate Sales with Consumer Profiles

We’re all in business to make money. The reason we start our businesses is because we have a talent or product we think we can capitalize on. One mistake I see many businesses of all sizes make is focusing on their product or service instead of the consumer.

marketing plan with Logic of Leads

It’s understandable. You want to get to the word out about how greatness of your particular product or service. The problem with that is that you may not be marketing appropriately. You could be losing money on your efforts instead of generating sales.

Your focus should be consumers. They are ones who will make the all-important decision to convert.  Your marketing plan should be consumer driven, which will lead to strategies and methods that generate leads and sales.

Start with developing a consumer profile. This can be a formal file with all sorts of market research (which is advisable) or a bulleted list you have on hand as you develop your marketing plan.  Either way, here are some things your consumer profile can include:

  • Basic demographics: Sex, age, income, location
  • Problems your product and service would solve
  • Interests
  • Dislikes
  • Where your consumer gets their information
  • Mobile use

Aside from the basic demographic information, your focus should be the second bullet. Your marketing plan should focus on meeting a need or solving a problem. Consumers tend to shop out of need first. Whether it’s updating their wardrobe, gifts for family and friends, or needing to use their tax refund, the need is what prompts them to get online and start searching for solutions. You want to be that solution.

In order to generate leads and ultimately sales, you’ll also want to know where your consumer spends the most time. Do they spend time on their phones? Do they use social networks, and if so, which ones? Do they do a lot of research before they convert? Having answers to these questions will enable you to generate a marketing plan that will generate leads. Better yet, Logic of Leads can help develop that marketing plan and provide you with solutions to ensure you meet your marketing goals and generate sales.