5 Points To Consider Before Using Location-Based Marketing For Lead Generation

Vector of a man in corporate attire with text 5 Points To Consider Before Using Location-Based Marketing For Lead Generation

Location-based marketing is definitely an effective sales lead generation tool and a fast-rising star among b2c and b2b marketers. It’s no surprise why location-based marketing has become so popular, and why location-based apps are clamoring to gain the top spot for app of choice. As more and more transactions are completed through mobile devices on the go, these applications need to be able to provide fast and secure data processing for the businesses and consumers that depend on them. However, compared to established traditional lead generation marketing strategies such as cold calling, email marketing, paid advertising and direct mail whose pros and cons have already been clearly defined, a relatively new lead generation strategy using location-based marketing is still waiting to be thoroughly explored.

Here are a few important points that b2c and b2b marketers should consider before using location-based marketing and location-based services to find their business leads:
1. Data security.

As with any business tool that handles sensitive data such as sales lead contact information, ensuring security is of prime concern. If businesses are to use this marketing strategy for their lead generation, they should be able to provide reliable assurance that will put to rest…

2. Client privacy issues.

As with the first concern above, your business leads will also be concerned with their personal data security. Location-based services are often cited for secretly sharing user information without informing a user. For b2b marketers to truly understand the benefits and disadvantages of this new way to generate b2b leads, they must get past the…

3. Learning Curve.

To be able to use location-based services properly, as with any new marketing strategy, b2c and b2b marketers must take time to learn more than the basics of the marketing strategy to be able to implement it properly. However, marketer knowledge is not the only concern, they must also measure…

4. User knowledge/adoption.

Unlike strategies such as telemarketing, email marketing, advertisements and other traditional marketing, location-based marketing requires a specific action from prospective business and sales leads that not all may be familiar with. Aside from the requirement that business leads “check in”, this marketing strategy also requires a lead to have an android or iOS mobile phone to do so. While not everyone is equipped with these devices, the popularity of this technology can still lead a business to viral status, which brings us to the issue of…

5. Getting past the initial hype.

A truly effective sales and b2b lead generation strategy does not require hype to be able to attract enough leads. It must be easily sustainable and able to deliver long-term results for the businesses using it.