A lot of those marketing strategies and tactics that big media and marketing gurus talk about just don’t seem to work in the hands of most small business owners. Why is that? How can you make these make these new marketing tactics work for your store or restaurant?
Let’s take a look at a concept called permission marketing. New age marketing guru Seth Godin has popularized permission marketing and it is the cornerstone of much of the social media marketing efforts that take place today. But let’s get real – how do you make permission marketing work for your small business?
First, let me explain a little bit more about permission marketing. It is one of the most important marketing concepts today. Popularized by Seth Godin, permission marketing focuses on marketing to those who want to hear what you say. Instead of blowing ad dollars on a billboard or TV ad that people are forced to see, the highest ROI and the best return on your marketing investments is by marketing to those who willingly sign up to listen to what you have to say.
Seth defines permission marketing as follows: the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them.
Twitter, Facebook Fan Pages, Blogs, and E-mail distribution lists are all forms of permission marketing. However, Location Based Marketing is a new permission marketing asset that can yield huge dividends for forward thinking social media marketers.
Location Based Marketing with Foursquare or other similar services creates a permission asset that small businesses can use to deliver value to the customers. Customers willingly download the app and willingly check-in to your store and as a reward you can give them unlocked specials and deals.
This epitomizes a permission asset because the customers willingly check in to these services to access the deals you are offering. Similar to Groupon. using Foursquare for business growth focuses on the same principals – give consumers deals and specials that they go out looking for instead of slamming them in their face with ads and billboards.
The dividends and conversion rates on these services are much higher and the benefits to your business are much greater because you are focusing on marketing to “hot” traffic that is already interested in what you are offering as opposed to “cold” traffic that doesn’t care.
Location based marketing for business is a great way to build a new and highly effective permission marketing asset that can really expand your customer base and generate sales.
Matt Bodnar is a restaurant entrepreneur with a passion for social media. Visit to learn more about location based marketing and download a free how-to guide giving you tips and strategies for using location based marketing.