The ever increasing use of mobile devices is a massive boon for local businesses…if they know how to put themselves in front of the “integrated customer”.
SoMoLo is short for “Social + Mobile + Local” and it is the basis for many of our most successful campaigns. As more people look to social media to decide where to shop it’s imperative for local businesses to be ready to dominate SoMoLo marketing.
It doesn’t require skinny jeans, an iPad and a bad attitude to be an integrated customer. My parents are both in their sixties, use facebook and walk around with smart phones in their fanny packs. If they walk into a restaurant and are asked to “like” it on facebook they will both be fans before the coffee shows up. For the sake of your business, assume everyone who walks through your doors or drives by your store wants to engage with you on social media.
Brick and Mortar = Huge Social Media Advantage
A brick and mortar merchant can attract customers, interact with them face-to-face and then convert them to social media customers and advocates. They can also come at customers the other way and bring them into their store from social media promotions. It’s a brilliant combination but few merchants do it effectively and most don’t do it at all.
Those Who Do It Well
I went out and met with companies kicking butt on social media and learned the following:
- They have a plan and everyone in the organization knows what it is.
- Their facebook page is set-up to do its job when customers show up.
- It’s easy for customers to participate.
- Customers are frequently (and gently) reminded about the promotion.
- There is a reward or incentive to participate.
Those Who Dominate
Do all of the above and use social media to build an email list. Email is a lot like gold to a brick and mortar merchant. Why? It’s even more targeted than fans on facebook or followers on twitter. We’ll get into email in another post.
Those That Don’t Do It Well
Are missing something. The most typical mistakes:
- A great facebook page with no plan to get customers to it.
- A great plan to drive customers to a terrible facebook page.
- "If you build it they will come" promotions.
Those Who Suck
Flail around aimlessly. Signs this is you:
- You use a personal profile instead of a business page.
- The most recent update is from Valentine’s Day 2010.
- You send customers to an expired coupon.
- This list could be really, really long.
What We Do
- Our team builds the applications on your facebook page so they do their job when the customers show up.
- We help you design “simple” campaigns everyone can understand and are easy for customers to participate in.
- We encourage you to stick with the plan and get results from your efforts.
- Our team keeps up with the latest trends in social media applications and puts your business on the leading edge of social media.