October 17, 2011
Web based conglomerates like eBay and Amazon have been so successful because of their ability to give people what they need, easily.
Now we are starting to see a new generation of start-ups focusing on moving transactions back to local neighborhoods through location-based mobile advertising.
The Broncos are kicking off at Suncorp Stadium against your favorite team in 1 hour’s time. Instead of going to eBay and bidding on tickets that won’t arrive until next week, now you can utilise location based apps on your mobile. These apps allow you to see what is available within your local area, meaning that you may only have to make a short trip down the road to purchase those hallowed footy tickets.
But these apps don’t stop at tickets! You can see garage sales, jobs, real estate properties, restaurants, surfboards and more, all based on where you are located.
Some app development companies have been very specific in what they are targeting. Real Estate start-ups Zillow and Trulia have focused purely on Real Estate listings. Both apps allow users to instantly browse properties nearby and Trulia has noted that the percentage of its online visitors who also used its mobile app was as high as 46% in some US cities.
Another market that is inherently local is the job market. In the US, startup Zaarly is gaining some traction by creating a peer-to-peer job market. Zaarly allows users to state what they want done – bring me a drink, mow my lawn, teach me algebra – and the price they are willing to pay. Users can apply for jobs that appeal to them in their local area.
As advertising shifts local, here are some tips to ensure that your business is ready:
- Crawl before you can walk. If you’re a startup, or you are making your first investment into online marketing, get your backyard right first. Too many companies try to target everything under the sun and forget where their real customers come from.
- Be Specific. If you’re a restaurant, make sure that you’re listed on relevant apps like Urban Spoon etc. Keep an eye on what people are saying about your food. After all, if you’re only down the road from someone and they like your food, you’re likely to get them in your restaurant regularly.
- Target Local Keywords. When it comes to promoting your website, ensure that you are targeting a mixture of generic and local keywords. People are getting savvier and more specific in the way they search. Searchers are less willing to travel far distances.
- Remain Competitively Priced. With everything being at people’s fingertips through online and app-based devices, it’s imperative that your products/services are competitively priced.
- Get Social! Social Media strategies are incredibly effective in breaking down demographics amongst target markets. If your business hasn’t taken advantage of Facebook or Twitter, get in touch with Reload today!
Let us know how your business is ‘going local’.