Small Business Marketing & Business Acceleration | FrontlineMarketingSystems.com

Foursquare Turns Into Powerful Local Search Engine

Posted on 20. Feb, 2012 by John Jantsch in Blog, Duct Tape Marketing, foursquare, google maps, Small Business Internet Marketing, Small Business Marketing, Social Media, yelp

Foursquare Turns Into Powerful Local Search Engine

This content from: Duct Tape Marketing

Between you and me I had become a little bored with Foursquare. I think it has application for many small businesses and certainly know some businesses that use it quite well.

As a consumer user however, it never really offered up enough value.

I think that’s changed with the introduction of what Foursquare is calling the Explore function.

Explore has been on the mobile app for some time, but now it’s been added to the newly designed Foursquare website and it gives Foursquare a unique opportunity to compete with Yelp and Google Maps.

The way Explore works is that it allows you to search for businesses that your friends and the other hundreds of millions of Foursquare users have found and commented on.

You can use your current location or put in the location of your next vacation to start finding a place to eat lunch today or get a drink near your hotel.

When you find a place it will tell you if any of your friends have checked in there in the past.

Find by tips

One of my favorite features (and one that should get the attention of business owners) is that Foursquare also searches through the tips notes that users leave. So, if you want to find the “best biscuits and gravy” at a great breakfast place you simply add that to your search and Foursquare will go to work.

Filter by your history

You can also filter your searches to places you’ve been, have not been, your friends have been, or Foursquare recommended places. (Not sure what the criteria for that last one is, but should probably find out.)

My favorite though is that you can filter your searches to only places with specials. This effectively gives the user a great special finding engine and the business a great additional reason to run specials.

Claim and participate

To me that adds another great reason to add your business to Foursquare and start enhancing your business presence there. If your business is already in Foursquare, find it and claim the profile so you can information to it.

If it’s not yet listed download the Foursquare app and check in at your business and make sure you add accurate address information. Then you can go to the Foursquare website and claim your venue.

Online Marketing News: Google+ Search, $10 per Twitter Follower, Facebook 1 Billion Users, Foursquare Search Engine, Social ROI: No, Really!

Posted on 13. Jan, 2012 by Ashley Zeckman in Blog, foursquare, Search Engines, Search Marketing, Small Business Internet Marketing, Small Business Marketing, Social Media, Twitter, YouTube

Search, plus Your World

The big news this week centers around the changes that Google has rolled out related to Google+ integration with search, which as the tech press buzzing.  Google is aiming to bring users additional search functionality that is incorporated with their Google+ profiles.   The official Google blog states that “you should be able to find your own stuff on the web, the people you know and things they’ve shared with you, as well as the people you don’t know but might want to… all from one search box.” Industry observers are saying it’s too much Google+, all the time.

Regardless, it’s a new dimension on the face of search and that spells opportunity (for those optimists among us) to Optimize. Here are a few tips on Google+ optimization. Be sure to add TopRank to your Google+ circles!

It’s an Oh So Social Web

“Facebook projected to hit 1 billion active users by August”  There are about 6.9 billion people currently living in the world, and Facebook is projected to capture close to 14% of that number by the end of this summer. According to a new study, the Facebook user count will hit 1 billion by the month of August. Via Digital Trends.

“Anywhere in the world, foursquare Explore can find you something interesting (now on your computer!)”  How do you search for personalized recommendations in the real world? This is a huge and difficult problem. Most real-world searches are one-size fits all. The new web version of Explore is powered by 1,500,000,000 check-ins, tens of millions of Tips, and over half million Lists. Explore is powered by check-ins and foursquare Tips, it’s not just personalized, it’s specific. Via Foursquare.

“Some Advertisers Are Paying Up To $10 Per Follow On Twitter” Marketers spent an estimated $100- to $150-million on Twitter advertising to reach its 100 million users last year, compared with forecasts of nearly $4-billion for Facebook and its 800 million users. So far, Twitter’s advertisers have been prepared to pay $1 to $4 for each new follower through “promoted accounts”, though some – such as car makers – are bidding more than $10. Via Financial Times.

“YouTube accounts for 25% of visits to social sites in December” Market research analyst James Murray shares that there were record levels of Internet traffic at Christmas, with 2.18 billion visits going to online retailers in December.  Murry also shares that the right blend of traffic from social media, affiliates, and other sources is essential.  But, that it is more important than ever for marketers to optimize both paid and organic campaigns.  Via Econsultancy.

“71% More Likely to Purchase Based on Social Media Referrals [INFOGRAPHIC]”  Consumers are currently connecting, rating, discussing, and consumer more product information and review then ever before.  The infographic in this article illustrates the importance of ecommerce inbound marketing.  Via Hubspot.

We’re With the Brand – Tips

“5 Tips for Making Your Brand More Social”   As social media only continues to increase in value companies cannot afford to shamelessly self promote or opt out from the conversation all together.  Requests are being made that companies respond in real time, across multiple channels. Via Social Media Examiner.

“How to Build Recognition for Your Unkown Brand” In the marketing and advertising world the word “frequency” refers to the number of times a consumer must see or an ad before they purchase the product.  According to this article frequency works because it is all about building trust.  As consumers we tend to be weary of anything new.  However, if we are shown a product or brand repeatedly we begin trust what that company has to offer. Via Wall Street Journal.

TopRank(ing) News From Our Team

Emily Conley – “Real-Life Examples of How Google’s “Search Plus” Pushes Google+ Over Relevancy”
Google’s recent implementation of the “Search Plus Your World” feature has everybody talking about whether the new feature benefits Google users, or just the company.  This article dives into the initial impact of the change through a user perspective.  The “Search Plus” feature has huge implications in terms of search and social…this is only the beginning of what is sure to be a long debate!  Via Search Engine Land.

Ken Horst – “Pinterest: 13 Tips and Tricks for Cutting Edge Users”
As we’ve seen in previous weeks, Pinterest traffic and interest is growing like crazy, recently breaking into the top ten social media websites.  In addition to the 13 tips in this post, I’ve also found it useful to create pin boards of images from my blog or web site.   Each image is a link back top the originating web property and if the images are cool, users can also see some nice referring traffic as well.  Via Mashable.

Alexis Hall – “SoLoMo Revolution Picks Up Where Hyperlocal Search Left Off”
I thought this post on Social Local Mobile Search or the “SoLoMo Revolution” was interesting. It discusses how  companies like Shopkick have been successful using new mobile technology to offer shoppers a highly personalized experience.  Via Mashable.

Discussion: What do you think about the new Google+ integration with search? Do you think it’s too much?  What about $10 per Twitter user? Or $1? Do you think Foursquare can compete as a local search engine? We’d love your feedback on these stories and feel free to suggest other top stories we missed.

Gain a competitive advantage by subscribing to the
TopRank® Online Marketing Newsletter.

© Online Marketing Blog, 2012. |
Online Marketing News: Google+ Search, $10 per Twitter Follower, Facebook 1 Billion Users, Foursquare Search Engine, Social ROI: No, Really! | http://www.toprankblog.com

Social Media Success is About the Wizard, Not the Wand

Posted on 28. Sep, 2011 by Jay Baer in Blog, foursquare, location based services, mobile, Small Business Internet Marketing, Small Business Marketing, social media marketing, social media tools, tom webster

Thoughtful research genius Tom Webster wrote an interesting post a couple weeks ago about where the location-based business could head, moving beyond the momentary check-in toward more nuanced and relevant customer interactions, using location data as the raw materials.

His example was his local watering hole, where he figures by the time he’s checked in 10 times, the offer they make on Foursquare should encourage his evangelism, not just offer a discount on an item he doesn’t order.

And he’s absolutely right. Businesses could – and should – be doing so much more with location-based services like Foursquare, unified social log-ins like Janrain, custom landing tabs on Facebook, video, Google Analytics, mobile, ad retargeting with Fetchback, multi-variate testing, and about 100 other things. But you know why they aren’t? Because they are trying to run their core business, not maximize the value of Foursquare.

Pointing the Finger in the Wrong Direction

I think Tom (and others) are misplacing the blame. We have all the tools we need to do amazing digital and social marketing right now. The problem with advanced social marketing isn’t the wand, it’s the wizards.

We have so much crazy and amazing stuff at our disposal that it’s hard to fathom the days of not-so-long-ago when the big corporate decision was what size to make the direct mail piece.

Businesspeople (especially small business), and even professional marketers cannot possibly keep up with the pace of social media innovation. It’s wholly and completely unsustainable, and instead of learning to swim in this river of invention, it’s making people scared of getting in the water.

Whose fault is it that Klout is widely misused? Klout’s or the companies that use it? Whose fault is it that most companies utilize about 10% of Google Analytics’ capabilities? Google’s or the companies that don’t have time to learn how to use it better? Whose fault is it that for many companies Twitter is still just a tiny press release machine? Twitter’s, or the companies that use it that way?

We don’t have a technology and tools problem. We have an understanding and adoption problem, which is driven primarily by confusion and lack of time. In fact, I think we genuinely would be better off as marketers if we had a six month moratorium on EVERYTHING. No new Facebook features. No new social networks. No new YouTube functionality. No new Instagram or Foursquare or Viddy or mobile apps or near field communications or QR codes or the hot new skywriting app somebody is cooking up as I write this.

I am fortunate enough to do social marketing for a living, and it’s still challenging to keep up with it all. I can’t imagine how somebody with a “real job” doesn’t feel constantly overwhelmed.

Let’s focus on doing just a few things better, and worry less about doing everything that’s possible.

17 Location-Based Marketing Tips To Drive Word of Mouth & Referrals

Posted on 16. Sep, 2011 by Lee Odden in Aaron Strout, Blog, Book Reviews, foursquare, Gowalla, Guest Posts, Small Business Internet Marketing, Small Business Marketing, Social Media, yelp

Note from Lee: When I heard from Aaron Strout that he and Mike Schneider were writing a book, Location-Based Marketing for Dummies, I knew it would be a great resource. We often do book reviews here on Online Marketing Blog but Aaron and I decided on this format instead, focusing on specific tips and tactics you can use today.

Writing a book takes a lot of work, but with the work is done, it’s satisfying to look back and read all the content that got created. One downside to writing a physical book, however, is trapping all that content between two covers, especially for anyone that decides not to read the book. Rather than let that happen, we are unlocking 17 of the best tips from Location-Based Marketing from Dummies.

Before diving it, we should probably start by explaining what location-based marketing is. In short, location-based marketing is the art of engaging your customers and prospects using services like foursquare, Yelp, SCVNGR and Gowalla to drive loyalty, word of mouth marketing and referrals. While the tools (location-based services) may be new to some people, the approach and execution behind creating a good campaign are not that disimilar to that of any other strong marketing program.

Now that you have a little bit better sense of what location-based marketing is, let’s dive into the tips. As a frame of reference, these tips appear in the order they occur in the book and range from the strategic to the tactical. For any of you that already have the book (or plan to pick up a copy), we’ve included the page numbers next to the tips if you’d like to read more about that particular topic:

1. Align your goals with the right platform: Each platform has its strengths and weaknesses, and understanding the platforms allows you to pick the right platform for a campaign or tailor your marketing campaign around a platform (p. 42).
2. Make sure your business is set up correctly on Google Places: Because one in three Google searches is conducted with local intent, and Google Places Pages are prominently displayed in Google results, claiming your Google Places Page is vital to your online marketing (p. 64).
3. Ensure your own location(s) are “check-in” worthy: Would you check-in to your own location a second time? While it’s always dangerous to form a focus group of one, nobody knows your business better than you. Is your check-in experience as good as other memorable experiences (p. 69)?
4. Need help merging multiple foursquare venues? Get a superuser to do it: If someone else set up your company’s venue(s), you may need to edit the details or even merge multiple venues into one. Look no further than the list of foursquare superusers or active users who have been designated with special administrative powers. Request a venue merge/change by a supersuser here (p. 79).
5. Create a Budget for your campaign: This may sound like we are stating the obvious but like any good marketing program, creating a budget for your location-based marketing campaign will help you stay focused and measure your success over time (p. 85).
6. Make sure your employees are ready: One of the most important things you can do when you set up a location-based campaign is to make sure your employees are prepared and aware of the rules. Sometimes printing up a one page cheat sheet with all the details can be a great way to ensure everyone’s on the same page (p 86).
7. Encourage employee participation: While you don’t necessarily want your employees owning the “mayorship” or other top designations awarded for those that check-in the most to your venue, you also don’t want to discourage their participation. In fact, some of your best “tips” and overall campaign suggestions may come from your employees as they are the ones that know your day-to-day business best (p. 87).
8. Surprise with badges: Not all offers need to cost money. In the case of several location-based services, there is a “badge” option which rewards things for a first check-in, check-ins at several similar type establishments or multiple people checking into the same place at the same time. (p. 99).
9. Transform loyalty programs into social loyalty programs: By incorporating location-based services into your loyalty program, you give customers additional ways to earn points, rewards and recognition. You also provide them incentives to share their check-ins across other social platforms like Twitter and Facebook thus broadening your reach (p. 104).
10. Understanding the difference between paid, earned and owned media: Understanding the differences between paid (advertising), owned (your website, Facebook account, etc.) and earned (media coverage or conversations about your company on the web) is key to any good integrated marketing campaign. Understanding how this “holy trinity” of media affect your location-based marketing campaign are equally important (p. 119).
11. Create an ambassador program: Tap some of your best customers (particularly those that check in regularly) to form an ambassador program. Get them together regularly — monthly or quarterly are good frequencies — either on the phone or in person. Ask them to help you create the best offers and program possible (p. 125).
12. Learn from what other businesses have done: The saying goes that “mimicry is the highest form of flattery.” That being the case, why not check out what some of your peers are doing for their location-based marketing campaigns. That can be as simple as walking around your downtown and checking in OR if you’re using foursquare, you can see some examples of brands using the service here (p. 125).
13. Specify which geographic areas you cover in Google Places: If you’re a service business that travels e.g. a plumber, you can specify on Google Places which areas you cover. This is also helpful for pizza/food delivery businesses (p. 131).
14. Review your favorite LBS “places” database: Every location-based service has a location database called the “places database.” This places database lists every variation of your company’s name; you need to search for each variation to extract all the data pertaining to your business (p. 158).
15. Monitor your competitors traffic: This may seem a little shady but keeping an eye on your competitors check-in traffic can give you a sense of how many people are checking in and what they are saying. This is fairly easy to do using a tool like Tweet Deck or Hootsuite. (p. 161)
16. Think about which key performance indicators are critical: Any good program should have key performance indicators that it tracks. These include metrics like daily check-ins, check-ins cross-posted to Twitter, comments and tips, photos, offers/deals redeemed (p. 165).
17. If your business is a restaurant or bar, think about table tents and placards: Many businesses fall down when it comes to cross-promoting their location-based campaign with other types of marketing and advertising. If your company is a restaurant or bar, you should absolutely remember to print table tents and placards describing your program — remember to include which service(s) you support, what offers and how to download the app if necessary (p. 221).

What location-based marketing tips do you have for businesses? Be sure to include them in the comments. As a bonus, we will randomly pick one of the “tips” to receive a free copy of the book.

Mike Schneider is the senior vice president, director of digital incubator for allen & gerritsen. Aaron Strout heads location-based marketing efforts at WCG.

Gain a competitive advantage by subscribing to the
TopRank® Online Marketing Newsletter.

© Online Marketing Blog, 2011. |
17 Location-Based Marketing Tips To Drive Word of Mouth & Referrals | http://www.toprankblog.com

17 Location-Based Marketing Tips To Drive Word of Mouth & Referrals

Posted on 16. Sep, 2011 by Lee Odden in Aaron Strout, Blog, Book Reviews, foursquare, Gowalla, Guest Posts, Small Business Internet Marketing, Small Business Marketing, Social Media, yelp

Note from Lee: When I heard from Aaron Strout that he and Mike Schneider were writing a book, Location-Based Marketing for Dummies, I knew it would be a great resource. We often do book reviews here on Online Marketing Blog but Aaron and I decided on this format instead, focusing on specific tips and tactics you can use today.

Writing a book takes a lot of work, but with the work is done, it’s satisfying to look back and read all the content that got created. One downside to writing a physical book, however, is trapping all that content between two covers, especially for anyone that decides not to read the book. Rather than let that happen, we are unlocking 17 of the best tips from Location-Based Marketing from Dummies.

Before diving it, we should probably start by explaining what location-based marketing is. In short, location-based marketing is the art of engaging your customers and prospects using services like foursquare, Yelp, SCVNGR and Gowalla to drive loyalty, word of mouth marketing and referrals. While the tools (location-based services) may be new to some people, the approach and execution behind creating a good campaign are not that disimilar to that of any other strong marketing program.

Now that you have a little bit better sense of what location-based marketing is, let’s dive into the tips. As a frame of reference, these tips appear in the order they occur in the book and range from the strategic to the tactical. For any of you that already have the book (or plan to pick up a copy), we’ve included the page numbers next to the tips if you’d like to read more about that particular topic:

1. Align your goals with the right platform: Each platform has its strengths and weaknesses, and understanding the platforms allows you to pick the right platform for a campaign or tailor your marketing campaign around a platform (p. 42).
2. Make sure your business is set up correctly on Google Places: Because one in three Google searches is conducted with local intent, and Google Places Pages are prominently displayed in Google results, claiming your Google Places Page is vital to your online marketing (p. 64).
3. Ensure your own location(s) are “check-in” worthy: Would you check-in to your own location a second time? While it’s always dangerous to form a focus group of one, nobody knows your business better than you. Is your check-in experience as good as other memorable experiences (p. 69)?
4. Need help merging multiple foursquare venues? Get a superuser to do it: If someone else set up your company’s venue(s), you may need to edit the details or even merge multiple venues into one. Look no further than the list of foursquare superusers or active users who have been designated with special administrative powers. Request a venue merge/change by a supersuser here (p. 79).
5. Create a Budget for your campaign: This may sound like we are stating the obvious but like any good marketing program, creating a budget for your location-based marketing campaign will help you stay focused and measure your success over time (p. 85).
6. Make sure your employees are ready: One of the most important things you can do when you set up a location-based campaign is to make sure your employees are prepared and aware of the rules. Sometimes printing up a one page cheat sheet with all the details can be a great way to ensure everyone’s on the same page (p 86).
7. Encourage employee participation: While you don’t necessarily want your employees owning the “mayorship” or other top designations awarded for those that check-in the most to your venue, you also don’t want to discourage their participation. In fact, some of your best “tips” and overall campaign suggestions may come from your employees as they are the ones that know your day-to-day business best (p. 87).
8. Surprise with badges: Not all offers need to cost money. In the case of several location-based services, there is a “badge” option which rewards things for a first check-in, check-ins at several similar type establishments or multiple people checking into the same place at the same time. (p. 99).
9. Transform loyalty programs into social loyalty programs: By incorporating location-based services into your loyalty program, you give customers additional ways to earn points, rewards and recognition. You also provide them incentives to share their check-ins across other social platforms like Twitter and Facebook thus broadening your reach (p. 104).
10. Understanding the difference between paid, earned and owned media: Understanding the differences between paid (advertising), owned (your website, Facebook account, etc.) and earned (media coverage or conversations about your company on the web) is key to any good integrated marketing campaign. Understanding how this “holy trinity” of media affect your location-based marketing campaign are equally important (p. 119).
11. Create an ambassador program: Tap some of your best customers (particularly those that check in regularly) to form an ambassador program. Get them together regularly — monthly or quarterly are good frequencies — either on the phone or in person. Ask them to help you create the best offers and program possible (p. 125).
12. Learn from what other businesses have done: The saying goes that “mimicry is the highest form of flattery.” That being the case, why not check out what some of your peers are doing for their location-based marketing campaigns. That can be as simple as walking around your downtown and checking in OR if you’re using foursquare, you can see some examples of brands using the service here (p. 125).
13. Specify which geographic areas you cover in Google Places: If you’re a service business that travels e.g. a plumber, you can specify on Google Places which areas you cover. This is also helpful for pizza/food delivery businesses (p. 131).
14. Review your favorite LBS “places” database: Every location-based service has a location database called the “places database.” This places database lists every variation of your company’s name; you need to search for each variation to extract all the data pertaining to your business (p. 158).
15. Monitor your competitors traffic: This may seem a little shady but keeping an eye on your competitors check-in traffic can give you a sense of how many people are checking in and what they are saying. This is fairly easy to do using a tool like Tweet Deck or Hootsuite. (p. 161)
16. Think about which key performance indicators are critical: Any good program should have key performance indicators that it tracks. These include metrics like daily check-ins, check-ins cross-posted to Twitter, comments and tips, photos, offers/deals redeemed (p. 165).
17. If your business is a restaurant or bar, think about table tents and placards: Many businesses fall down when it comes to cross-promoting their location-based campaign with other types of marketing and advertising. If your company is a restaurant or bar, you should absolutely remember to print table tents and placards describing your program — remember to include which service(s) you support, what offers and how to download the app if necessary (p. 221).

What location-based marketing tips do you have for businesses? Be sure to include them in the comments. As a bonus, we will randomly pick one of the “tips” to receive a free copy of the book.

Mike Schneider is the senior vice president, director of digital incubator for allen & gerritsen. Aaron Strout heads location-based marketing efforts at WCG.

Gain a competitive advantage by subscribing to the
TopRank® Online Marketing Newsletter.

© Online Marketing Blog, 2011. |
17 Location-Based Marketing Tips To Drive Word of Mouth & Referrals | http://www.toprankblog.com

Getting Creative with Foursquare for Small Business

Posted on 23. Aug, 2011 by John Jantsch in Blog, foursquare, Podcast, Small Business Internet Marketing, Small Business Marketing

Getting Creative with Foursquare for Small Business

This content from: Duct Tape Marketing

Marketing podcast with Carmine Gallo (Click to play or right click and “Save As” to download – Subscribe now via iTunes or subscribe via other RSS device (Google Listen)

Foursquare boasts over 10 million users and some 400,000 businesses, and even though it’s not this week’s hot topic anymore, it’s ripe to add to your marketing mix.

My guest for this week’s episode of the Duct Tape Marketing Podcast is Carmine Gallo, journalist, communications coach, speaker and author of The Power of foursquare: 7 Innovative Ways to Get Your Customers to Check In Wherever They Are

We discussed the various ways that small businesses can move into the location based marketing game and take advantage of the fact that most of their customers are using mobile devices to locate the places where they shop.

I’m going to skip the introduction and focus mostly on how to use it as a customer magnet. If you don’t really know much about Foursquare yet go here first: Foursquare 101.

Since a lot of folks are using Foursquare, it’s time to break out some creativity and move past the “me too” users that are simply copying what they see other people doing.

It’s okay to play the checkin smorgasbord game. You should consider a special deal for different kinds of checkins, such as a generic checkin and get something special, a special for the first time someone checks in and, of course, treat your mayor to something really special.

If you really want to make Foursquare pay, consider adding one or more of the advanced and slightly more creative offers listed below.

1. Target the hot spots

If there are businesses near you that get lots of checkins—hotels, conference centers, sporting arenas—consider adding tips to these venues that point people to your business or special. Foursquare has a feature that will point to nearby specials, but why not write a great tip (be outrageous to get some attention) and attract even more of those large numbers of people checking in?

2. Make referrals

You can take this last point up a notch by collaborating with strategic partners to make referrals all over town at a multitude of locations. This can take a little time, but if you place checkin tips referring your team of business partners to dozens of sites—and your partners do the same—you’ll gain lots of exposure. Make sure you’re not placing tips on competitors’ sites, as that will likely backfire.

3. Flash specials

Foursquare recently add a few new kinds of specials that offer much potential. A flash special is something you can offer to a certain number of people that act fast—this is a great way to create buzz and get people promoting for you. Let’s say someone checks in and learns that the first 50 people that check in that day get a cool offer…this kind of special really gets people reacting and sharing.

4. Friend specials

Another new special type is the friend special that allows someone to check in and get a great deal only if, say, they get three friends to check in as well. This one is nice because you can limit it and offer something really great for someone that goes to the effort of getting his or her friends into your store. The game and sharing aspect of this one offers lots of fun potential.

5. Create a swarm

In Foursquare terms a swarm is when a lot people check in at one place. This is a great one for events and could even make a neat little fundraiser kind of thing for an organization. Imagine hosting a PTA or club and offering them a special donation for everyone that visits your business and checks in on Foursquare creating a custom swarm of whatever you determine.

One of the things that Foursquare offers small businesses is the technology to track customer behavior. Use your creativity and you may find even more ways to tap this tool to grow your business and community.

You can find out more about various forms of special at the Foursquare for Business support forums.

You can listen to the show by subscribing the feed in iTunes or a variety of other free services such as Google Listen (Use this RSS feed) or you can buy the Duct Tape Marketing iPhone app. (iTunes link – Cost is $2.99) or

When a Picture is Truly Worth 1,000 Words

Posted on 29. Jun, 2011 by Jay Baer in Aaron Strout, Blog, foodspotting, foursquare, Gowalla, LBS, location based services, microcontent, mobile, Small Business Internet Marketing, Small Business Marketing, WCG

Guest post by Aaron Strout, head of location-based marketing at global agency WCG. He blogs at Citizen Marketing 2.1.

There is a lot of excitement these days about the potential of location-based services among marketers and social media professionals. For anyone that doesn’t know what a location based service is, it’s an application or website that you access from a mobile device to check in — or digitally acknowledge — that you are at a particular location. Some of the top location-based services are Facebook Places, foursquare, Gowalla and SCVNGR.

One of the benefits of these location-based services is that users can leave tips and upload pictures that other users can can comment on. As more and more people start using these services (according to Comscore, 17.6% of all smartphone users accessed a check-in service in March, 2011), the number of tips and photos will increase, thus adding valuable information about a location. This is similar in a way to reviews on Yelp but it’s a less formal process which should encourages more people to contribute.

Because the “add a photo” functionality is a relatively new feature on these location-based services, most locations only have a few photos added by users. However, over time these photos will continue to build up adding valuable information to a particular venue.

I’d actually bet that within the next 6-12 months, LBS will start to add functionality that will either start ranking tips and photos based on relevance once a venue hits a certain threshold.

So what types of businesses can benefit from the presence of photos?

• Restaurants – this category is a no-brainer. With the quality of the cameras on smart phones ever increasing, customers are taking brochure-quality pictures of their food and drink.
• Bars/nightclubs – if you’ve got fun, hip customers, why not show them off to the world. Or run a nightly drink special and give a round away for the best shot uploaded by a customer.
• Retailers – encourage your customers to take product shots and upload them. If somethings on sale, give deeper discounts for best visual depiction of the featured item.
• Any location that is tricky to find – this is truly where a picture can be worth a 1,000 words. If your store is set back from the street, at a tricky intersection or especially if you’re in a strip mall.

Have you ever used a location-based service? If so, have you uploaded a picture? If the answer is no, maybe it’s time you give it a try.