Leveraging Location-Based Services (LBS) for Effective Advertising
Understanding LBS and Its Business Potential
Location-Based Services (LBS) offer a unique way for businesses to engage with their audience by leveraging users’ geographic locations. However, not all LBS platforms cater to business needs directly. Many are designed with individual users in mind and may not provide robust features for brands. Despite this, several LBS platforms offer ways to enhance business visibility and interaction.
The Role of Major Social Platforms
Facebook is a prime example of a platform that bridges the gap between individual users and businesses. While individual profiles and pages cater to personal use, Facebook Pages allow businesses to establish a more formal presence. Similarly, Google+, Pinterest, and LinkedIn provide dedicated business pages that facilitate brand engagement.
Foursquare: A Pioneer in Business Features
Foursquare stands out among LBS platforms for its early adoption of business-friendly features. It allows businesses to create profiles, claim listings, and offer promotions. Here’s how businesses can effectively utilize Foursquare:
Setting Up Your Foursquare Business Profile
Use the search function to check if your business is already listed. If so, click the “Claim” button. If not, you can add it manually.
Maximizing Foursquare for Commercial Use
Once claimed, regularly update your Foursquare listing. Promote your business by offering discounts, hosting events, and rewarding loyal customers with special deals for frequent check-ins. Foursquare also provides valuable insights into customer behavior, including check-in statistics and social media shares.
Harnessing Instagram’s Advertising Power
Since Instagram is acquisition by Facebook, It’s user base has grown significantly, making it a valuable platform for brand storytelling through photos.
Creating an Instagram Business Profile
Create an Instagram account for your business just as you would for personal use. Share compelling images related to your brand, such as:
- Behind-the-scenes shots of your office or events
- Product photos and professional trips
- Inspirational quotes and brand-related visuals
Use apps like Overgram and Phonto to add custom text to your images and enhance engagement. Instagram also supports integration with other social media platforms to maximize reach.
Running Instagram Promotions and Contests
Instagram’s photo-sharing features are ideal for running promotions and contests. For example, Tiffany & Co.’s “True Love In” campaign encouraged users to share photos with their partners using a specific hashtag. Use tools like Statigram to plan and manage photo contests, increasing brand awareness and engagement.
Integrating LBS for Broader Reach
To enhance your advertising strategy, integrate your LBS efforts with other platforms. You can reach more people by publishing to more LBS at once. Engaging users across several media keeps your business at the forefront of their minds, even if some of your following may overlap.
Popular LBS Platforms and Their Features
Some of the most well-known LBS platforms include:
- Foursquare: Business listings, check-ins, and promotional tools
- Instagram: Photo sharing, business profiles, and promotional campaigns
- Google+, Pinterest, LinkedIn: Dedicated business pages
By effectively leveraging LBS and integrating them with other social media platforms, businesses can enhance their advertising strategies, foster community engagement, and drive growth.
© Image credits to Kenny Ph
Posted in Digital Marketing Strategy
