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3 Ways to Use Foursquare to Attract More Customers

Attracting new customers is always tough, however with the growing dominance of mobile and the emergence of location-based services, it can become a bit easier.

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How to Attract More Customers with Foursquare

 

  1. Be accessible to the on-the-go.

    As smartphone usage continues to climb, your company’s accessibility will continue to be an important factor for local consumers. A 2013 Nielsen study suggests that 60% of the U.S. population owns a smartphone. Meanwhile, mobile advertising firm Oikian has conducted research on how in-store shoppers are using their smartphones: 58% of respondents use their smartphones to find locations and directions; 44% look for promo offers; 30% look for product reviews; and 32% look where specific products are sold.

    Studies and consumer trends indicate that making your mark in location-based services can potentially increase in-store foot traffic and brand awareness. You can easily do this by claiming your business listing and providing the following information: a business description, hours of operation, link to your website, other social media links, menus, payment options, physical address, Wi-Fi availability, delivery methods, and special offers.

    Providing basic information is essential for customers to know when they should visit. Also, customers can get to know what perks (Wi-Fi, discounts, etc.) they may get from doing business with you.Overall, sharing this information helps you differentiate your company from neighboring competitors.

  2. Offer incentives.

    One of the most interesting things about Foursquare is the gamification nature of the app through the use of badges. Aside from this, make your establishment more attractive by offering discounts and deals.

    Encourage users to “check in” by offering them a free promotional item every time they do. Then, increase the exclusivity by offering incentives to patrons who leave positive comments on your page. On slow days, for example, you can offer the first 30 people who check in a 10% discounts or freebies. Giving customers access to incentives provides value and encourages repeat business.

  3. Listen to customers.

    Since users can narrate their experiences with your brand on your Foursquare page, you can get a clear picture of what they like and don’t like. As social media consultant Jose Jimenez suggests, “Monitoring social media helps you understand your customers and the market in which you operate. Analyzing conversations will allow you to gain an insight into the mindset of your customers.”

    When done correctly you can combine online and offline efforts; and improve the customer experience at every engagement. For instance, Tasti D-Lite, a healthy ice-cream franchise discovered that 20% of their customers “check in” on Foursquare. The bulk of  users who “check in” do so through Facebook and Twitter. So, as part of their social media marketing campaign, they keep mayors happy by posting photographs of each location’s mayor in a digital display inside their stores.

    Meanwhile, retailer JCPenney didn’t just aim to attract large crowds; they wanted a long-term relationship. So, on Black Friday, instead of offering their customers huge discounts, they opted for an act of charity by donating $25 to the Salvation Army for every “check in” they received that day.

    Another great example is Bryant Park Grill. The New York-based grill is set against the stunning backdrop of Bryant Park (and birds are literally everywhere). As an unusual sight in NYC, they’ve come up with the perfect way to engage patrons. Foursquare users can unlock a special offer if they take pictures of the birds using their smartphones; they just have to show it to the bartender afterwards.

The social and e-commerce landscape continues to shift to mobile. Therefore, focusing efforts on location-based tools that integrate offline and online efforts is key to outsmarting your competition. Foursquare is one of the players in the location-based social space that proves to be an effective tool for acquiring more customers while staying on budget due to its useful features for both users and business owners, alike.

 

Morrys Sarmiento is a business writer whose main interests are online marketing, lifestyle, and business management. Among his interests outside the profession are football, music, theories of personality, philosophy, gaming, and creepy stories. Connect with Morrys on Twitter @morrysxi.

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