Location Based Marketing Strategies for Restaurants

The domination of smartphones have paved way for mobile marketing, a component of digital marketing in the recent times. As a result, restaurants have also transformed their thinking process and strategies in terms of marketing. These smartphones, which can be stated as pocket-sized supercomputers share a common trait that has become increasingly pivotal for all kinds of businesses. This is especially true for the ones who are trying to improve their footfall, which is the ability to determine a customer’s location.

Traditionally, marketing campaigns were based on fixed location, such as a customer’s home or a place of work. However, this method is not flexible or adapted in the way marketing is done in the realms of consuming content or making purchasing decisions nowadays. Sending targeted communication in the mobile devices of potential customers enhances the chances of spur-of-the-moment purchases in an extremely competitive fast and casual dining market.

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Location Based Marketing from Smartphones

Being able to target customers who are nearby your restaurant has a huge number of benefits.Additionally, there are quite a number of techniques when it comes to location marketing of your restaurant. Some of the most important components are -

Near-Field Communication Proximity Marketing Location Based Advertising Geo Social Media

Assuming there is no custom app made for a restaurant, there are plenty of ways in which advantage can be taken of location-based marketing. So let us dive deep into the fundamentals of it and the walkthrough as to how one can get started with location based marketing for his/her restaurant.

Check-Ins

Applications such as Facebook and FourSquare introduced the idea of customers ‘checking in’ to your restaurant. It is a great tool for running marketing campaigns and offering incentives in return of customer Check-Ins. Also it helps the brand in great way to enhance its recognition by being visible on your customers’ social media profile. If an excellent customer service and experience is ensured by the restaurant, then the check-ins can also contribute to the scenario of ‘return and refer’. Here, the customers encourage their followers to visit the restaurant.

Customer loyalty can also be increased in a big way with Check-Ins. Offers, prizes and discount coupons for customers with most check-ins is an option. Initiating a loyalty reward scheme for regular check-in customers is another effective strategy.

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Check-Ins

Social Media Interaction

Social Media has become a goldmine for all industries in the last few years in terms of driving traffic, generating leads, brand building and much more. Also from the viewpoint of location based marketing, social media giants like Instagram, Facebook, Twitter, Snapchat etc. enable location tagging on the posted content. With the advancement of foodie culture and content sharing, these platforms enable the customers to find user-centric content relevant to your restaurant niche. So ultimately this proves to be immensely beneficial for influencing purchasing decision of potential customers.

Search Visibility

An obvious but sometimes ignored fundamental of location-based marketing is to ensure that your restaurant is visible online in the proper way. Most of the customers are looking for potential places to order food online using Google Maps, Yelp and Bing. So it should be made sure that you have a presence or profile on all of these platforms.

Buyer Persona

This marketing strategy is ideal for optimizing the success with location based marketing. Apart from knowing the location of the customers, it is also important for you to understand who they are. So defining a buyer persona, which is also known as a customer avatar helps ensuring that the advertisements and messages targeted for the customers are effective and result in sales conversion too.

An obvious parameter for creating buying personas which are to be implemented in location based marketing include geography and demographic. Assumptions can be made based on this information as to what kind of content or ads result in the maximum amount of actions taken.

Conclusion

So coming to the concluding stage, it must be noted that as people nowadays are always looking for real-time information utilizing mobile-based location marketing has huge benefits. As long as one is able to create value-centric and attractive offerings for potential customers, the results can quite clearly be seen with your own eyes.

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