Beacons are the newest marketing technology on the block. These small, wireless devices let you deliver targeted messaging and offers directly to a smartphone based on your customer’s physical location – which gets marketers excited about the real-time conversion potential on offer.

But there’s no point rolling out a beacon strategy that’s not integrated into your brand’s overall marketing plan. Sure, beacons provide a new way to communicate with customers, but the same principles that govern other forms of communication still apply. We’ve got some simple tips on how to ensure your beacon marketing complements – rather than clashes with – your existing marketing strategy, to deliver maximum ROI.

Think about your goals

This one seems simple, doesn’t it? But it’s amazing how many brands implement an exciting new technology without developing and setting goals first. As with any marketing action, what you want to achieve will determine the messaging you need. Looking to attract new customers? Target smartphone users who are visiting your store for the first time. Want to encourage higher value conversions? Use beacons to offer upsells in store. This will ensure your beacon activity supports your wider marketing goals.

Consider multichannel marketing

As a brand, you don’t want to put all your eggs in one beacon. (Get it?) Customers engage with and respond to a wide range of marketing channels, including email, SMS and social media. Consider using beacons as an extension of your existing activities – for example, to remind customers who opened a particular email campaign to pop instore and take advantage of the offer as they walk by. As we’ve written previously, you’ll also need to use other channels to encourage customers to download your app before they can receive beacon notifications. Use an integrated platform like Epicuest to plan and schedule coordinated activities across all channels, to ensure your messages aren’t competing with each other.

Offer relevant value

Don’t fall into the trap of thinking every notification needs to generate a sale. Sometimes, activities that deliver high levels of ROI in the long term – securing new customers, building brand loyalty – take some time to achieve. The best way to keep your customers engaged and informed is to offer them ongoing value that’s relevant to their needs. Rather than a hard sales offer, sometimes that’s as simple as providing product information or a navigational tip. Ask for feedback, keep a close eye on your data and analytics, and talk to your customers about how you can better serve them. Trust us – it will help in the long run.
Was this article helpful?
Thank you!