When you’re trying to achieve your business goals, the customer experience should be on your mind. The more people who browse your site and respond to calls to action, the more likely you are to make sales. Wondering how to convert these leads into customers? One way to do this is location-based marketing.
Location-based marketing It is a strategy that uses a customer’s location to show them relevant content. Since location-based marketing can improve the shopping experience, it is a powerful conversion rate optimization technique. Read on to learn the basics of location-based marketing and how you can use it to drive conversions.
Location-Based Marketing Basics
Before diving into the ways that location-based marketing can drive conversions, it’s important to know some background.
One type of location-based marketing is geofencing, which creates a digital perimeter or “fence” around a customer and notifies them of offers based on their location. Another variety is geographic targeting, which takes into account both a person’s location on the perimeter and their personal interests when addressing them.
Proximity marketing is another version of location-based marketing. Rather than using geofencing, proximity marketing maps a customer’s precise location with advanced beacons or near field communication technology. This technique allows for more exact location-based segmentation.
Regardless of which type you use, all location-based marketing can influence the key aspects of your business that drive conversion. Two of these factors include customer experience and transactions.
Marketing based on location and customer experience
According to a study, 74% of consumers reported that they made purchases from a brand solely because of the shopping experience. Here are three tips for using location-based marketing to improve the customer experience:
- Feedback time strategically: A customer is more likely to provide feedback immediately after making a purchase, so it’s best to request ratings soon after the customer leaves the store.
- Eliminate shopping frustrationTo create the smoothest shopping experience possible, use location-based marketing to anticipate customer concerns every step of the way.
- Help with customer navigation: Businesses can use location-based marketing to help customers locate nearby establishments and find solutions that meet their needs.
Location-based marketing and transactions
In addition to improving the customer experience, location-based marketing can promote transactions more directly. Here are some ways to use location-based marketing to drive purchases:
- Use push notifications: If a user receives a push notification for a promotion in a nearby store, they are more likely to stop and increase their traffic in person.
- Highlight the urgency of purchase: In your notifications, emphasize the importance of acting fast before an offer disappears.
- Take advantage of customer history: Once a customer makes a transaction, you can encourage them to return by sending them reminders of your positive experience and informing them of current offers.
By using location-based marketing to improve the customer experience and encourage transactions, your business can drive more conversions. You may find yourself meeting and even exceeding your sales goals.