Location-based marketing on mobile runs on opted-in location data. The vast majority of location-based marketing is powered by opted-in GPS data, received from smartphones. That is, when someone opts-in to share their location with an app, the latitude and longitude data gathered from that app is what powers location-based marketing and analytics. There are other sources that can be used, such as beacons, Wi-Fi, and IP address as well. All of these also require opt-in permission to use.
The two biggest entities using this technology to sell digital ads to location-based audiences are Facebook and Google. The two capture a combined 57% of all digital ad spend in 2018.
Let’s explore how this works. First data taking in is the location data. It is then aggregated and then matched to a “point of interest”, which is typically a business. This is one of the most difficult steps in the process, as it requires up-to-date business information, keeping track of which stores open and close, categorizing them correctly, as well as keeping up-to-date footprints of buildings. Many times the next step is to enrich the data, appending other demographic or behavioral insights to it to build out richer audience profiles. Marketers create a method to build or select their location-based audiences using this data. The marketer will want to take action on those audiences, serving ads or content to them across mobile, desktop, social media, or programmatic advertising.
This type of marketing can be specially beneficial for brick and mortar businesses like restaurants, retailers, and auto dealers. For e-commerce businesses that want audiences that visit specific retail locations like competitors that sale similar product or seasonal, annual, or themed events like conferences and trade shows can also benefit.
A few examples of types of location based data technology.
- Geofencing –Find real-time visitors. Geofencing is creating a virtual barrier around a location. This can either be a radius around a large location, or a very specific building footprint. The word “geofencing” can also be used to refer to advertising when someone enters that virtual barrier. They may receive an alert, push notification, or an ad within a mobile app based upon that current location.
- Geotargeting – Find past visitors to their locations. Geotargeting refers to delivering ads to people that were previously in, a specific location. Geotargeting refers to serving ads based upon historical location visits to points-of-interest, rather than serving ads based upon the current real-time location. Also known as geofencing campaigns.
- Geoconquesting – Find Competitor’s visitors. Geoconquesting refers to serving ads to people when they are currently in, or were previously in, a competitor’s location or locations. This tactic uses technology such as beacons or NFC to trigger ad delivery, alerts, or content to a smartphone that is within just a few feet of a specific location.
You have created your Meetup group. Now what? How do you keep the excitement going? Or you have had your Meetup group for a while, and it has lost momentum. How do you turn this around?
Get excitement going before the event.
- Leading up to the event, add updates with detailed comments on the event’s page. Ask questions to create engagement with members. Make sure to respond to questions.
Send personal messages.
- Reach out to new members and let them know what to expect at your event.
- Tell first-timers you look forward to meeting them and will introduce to them the others.
Create reminder messages.
- Put systems in place for continued communication with the group. Figure how frequent these will go out. For my group, I have let them know that I will only send out an email once a month. This way they know how often expect the email and the expect another reminder.
Work the crowd.
- People will not remember what you said, but how they felt. Be sure everyone feels welcomed and make introductions to newcomers, especially if you notice they look uncomfortable.
- Ask for help from members or friends for tasks that will not allow you to be a good host.
Celebrate each event.
- No matter the number of the turn out be happy with everyone that shows up. The right people will be present.
- Share photos afterward of the event. Select images of happy members and highlights. Let attendees know where the photos will be posted.
The Meetup platform announces new groups to members who have expressed interest in a certain range of topics. If you are an organizer, is that all you will have to do to get the word out about your group? Chances is that is not going to be enough to get people to join the group and be active. There are other steps you will have to take.
Share information about your group on social media. Use keywords and phrases to attract friends or their contacts on your social sites. Use hashtags to be searchable by new people. Use groups on sites like LinkedIn and Facebook to distribute information about future activity about the group. Tag appropriate collaborators.
Be found on Search Engines. Meetup has a strong presence on the web. use this to your advantage. Use keywords on titles,descriptions, and location indicators to show up higher on a search.
Cross promote with others that serve the same audience. Share your group details at community spaces that make sense like the location where you will be meeting, libraries, and co-working spaces. Be sure to get permission.
Ask your active members to help spread the word. Have your active members help spread the word about your group. Take many pictures and let attendees know where they will be posted. Share exciting news about the group.
Invite friends and colleagues that may be interested in the group. Don’t forget the people you already know and ask them to invite others.
Meetup has tens of millions of users and processes more than 500 new groups everyday. If your a Meetup Organizer, how do you get the correct people to find your group. Knowing how the Meetup platform’s processes and algorithms work can be useful.
If you are starting a new group, Meetup will publicize new groups to encourage membership to people that may find the group relevant accordingly to information like location, topics, title, and description.
Location- Meetup uses zip code, city, state, and country for groups and members to make a good match. Algorithms look at other groups in the same zip code as you, their members, and where they come from.
Topics- Choosing topics is the best way for members to show interest in future groups. Algorithms match members and groups that have selected the same topic. Organizers are allowed to pick 15 topics to define a group. Meetup will also expand the list of topics to best find members interested in the group. The emails sent to potential members will then reach out to members interested in the topic and tell potential members about the new community!
Demographic- Meetup considers member-entered information like age and gender when promoting groups with a designated demographic. Not everyone that subscribes to Meetup specifies their age or gender, so Meetup may use clues like other groups they are part of, and the age/gender focus they have.
Activity- Member activities like RSVPs, other groups joined, and sent messages are how Meetup determines who is likely to consider joining a new group. New group announcements are likely to go to active, engaged members.
Before starting a new endeavor, the WHY needs to be clear. Why start a Meetup group? The WHY needs to be clear as it is no easy chore to be an organizer. I have heard several reasons: business owners trying to find their niche audience, creating a unique support group, or promoting a certain agenda. I personally started my group, North Austin Influencers, in 2013 when I wanted to become more familiar with my own area of town. Through my group, I wanted to share the stories of the amazing people I would meet while networking that were making an impact in my local area using their talents and following their passions. My WHY has been so strong that it has helped me continue the group through heavy work loads and trying personal times. The WHY has helped me build a tribe of like minded individuals that I am happy to see each month.
There are several ways to start a group, but by using the Meetup platform it is made easy to receive RSVP and create events. Meetup has its existing following, shows up high on a Google search, and attracts new comers to the area that are looking to meet local people.
Let me share what I feel were some of the secrets of my groups success.
- Take time to create a strategy. Come up with a strong name for the group that describes why attendees will meet.
- At first there may not be many that attend. Be happy with the people that take the time to show up, create a wonderful experience, and treat them well. Your enthusiasm will grow your group! Remember success is not always calculated by the highest number. The right people will be in the room at the right time.
- I have elected to charge for my events. This has allowed me to have a budget to increase the brand of the group, pay for Meet up dues, pay someone to help with virtual work, and create value for my efforts.
- Stay consistent on day/time/week of meeting and communication sent to members. Members want to know what to expect and have the feeling of familiarity.
- Share information about your group on your social media sites. Start accumulating an email list of attendees and create an email marketing campaign separate from the Meetup platform.
- It is not enough to have an online presence. Members of Meetup want to feel welcomed in their groups. Be a good host that listens, answers questions, and introduces new members to others.
Wish you all the success in your efforts!
For business owners wanting to get started on Yelp or improve their presence there, here are a few points to keep in mind.
- Advertisers can’t pay to add or remove reviews.
- “Recommended” reviews are chosen by an automated algorithm. You can flag a review for a second look if you’d like, but those “501” reviews (5 stars, 0 friends, 1 review) are probably not going to make the cut, even if you are an advertiser.
- No payment is needed to begin take advantage of the great free tools available to business owners on Yelp.
Now you are ready to get started or improve your presence on Yelp.
Claim your business. Visit this web site HTTPS://BIZ.YELP.com . Make sure your business information is complete with contact info and photos. Tell your story.
Update your information. Make sure your customers know how to reach you when they are ready. Continue to add photos to showcase the best of your business. Be sure to update info like hours.
Respond to reviews. Publicly thank those who review you. Do not respond negatively to negative reviews. Do let them know they’ve been heard, and consider their feedback with an open mind.
Check analytics. See what’s happening on your page in real time. Track clicks, calls, page visits – and learn more about your potential customers.
Use Yelp review badges. Review online Badges allow you to showcase your business’s reviews from Yelp on your own website, and the counter updates every time you get a new review. If you don’t have any reviews yet, it’s also a good way to drive traffic to your Yelp Business Page. These are a free feature that you can set up by going to the Review Badges section of Yelp for Business Owners. It is against guidelines to request reviews, but this is a great way for you to let people know about your Yelp Biz account.
Request a “Find Us on Yelp” sticker for your office window to let clients know about your account.
Request guidelines for using Yelp’s logos, reviews, and star ratings.
Ever been motivated to buy a product or use a service by a really good story? By creating a personality on your web site and social media that consumers can relate to, companies can propel their brand into new levels.
Remember that people relate more to people than just another company out of millions on the web to choose from. By using the “About Us” page of a web site, the why behind your company’s story can be shared to humanize your company. Discuss why it was important to solve the particular problem your product or service helps with. Create an image that consumers will feel drawn too.
Continue to use a certain tone and conversational speak on social media platforms. Avoid sounding like a robot or brochure and engage with captivating photos that help brand your company’s tone. Soon your clients will gravitate to you and become your raving fans!
Are you several pages away from ranking first on an organic Google search? Spent lots of money on a web site, but the clients you would like can’t find you? It is time to concentrate on key factors to improve these results.
Sometimes less is best. Targeting qualified and relevant traffic is better than having huge views that will never use your product or service. Be sure to know who your ideal demographic is. Pay attention to user patterns; including the time readers spend on web page (engagement rates) and what they do while there. The goal is not to get huge traffic, but traffic that will convert into an action.
Search Engine Optimization (SEO) is something that needs to be worked on consistently and long term. For companies expecting instant results, this will not happen. Shares and creating amazing content help with SEO, but there are other factors that help. Website performance, technical SEO, A/B testing, analytics, and tweaking your content over time can prevent a web site from making it to the first page of Google search results. Create a checklist and make sure these items are being worked on regularly.
It should be standard practice for your organization to look at your most valuable content every 6 months, update it, and refresh it. Make sure there is enough content to compel a reader to take an action.
It does not matter the amount of traffic to your web site, there is no benefit to having a site that is too confusing for a viewer to take an action. Evaluate the layout of your web site. Content strategy brings people to a site and entices potential customers to know more about your services and products. Make visitors have a good experience on the site.
When talking about online presence, Search Engine Optimization (SEO) is the most frequently used term. This is the practice of increasing the quantity and quality of traffic to your website through organic search engine results.
The key to success with this is content strategy and using keywords. Here are a few ways to accomplish this:
Analyze what are your keywords. Create a list that includes your site URLs along with page information like the target keyword, headline, meta description, and internal links. This audit sets the stage for executing strategy adjustments that should improve your rankings and results.
Sorting your content by targeted keyword and pay attention which pages have the same targets. Select which piece of content is the strongest for each keyword, the page that you’d most prefer for search engines to send visitors to. This is the one which should likely be targeted for that keyword. You can also start the process of optimizing your other content pages to target new, different keywords. Be sure to also match your most impressive content work with the most advantageous keywords. This could mean keywords that are the most popular in searches overall, those most common to your particular industry, or those that have the least competition (your niche).
Create an ongoing system of checking and maintaining content by proactively avoid future issues. A successful content strategy will allow new content to flourish by keyword.