There is no doubt that it is hard to make app users allow location access for you to be able to send them marketing messages. We all have similar experiences where we receive pop-up messages or push notifications and we just ignore immediately. Obviously, it is almost impossible or considerably hard to start any form of interaction since the user does not allow location access.
There are a few reasons why people ignore push notifications or even deny location access to completely avoid any kind of ads. These include privacy and stuffs like battery life. Fortunately, only twenty per cent of people who are mobile users deny location access – such a good tip for mobile marketers! Let us keep that in mind as we proceed. Another fact is that over seventy per cent of mobile phone users check their phone device more than eighty times in a day. Does that sound incredible? Well, it is actually true. So, there is another opportunity.
It is unavoidable that as a marketer you will not experience stuffs like people ignoring push messages. However, it is definitely not an impossible thing to get more users to allow location access. So, there are couple of practices that will help you to increase the number of people who create interest in your marketing messages. Then how can you increase local opt-ins? This article exposes you to reliable measures you can take to achieve your intentions. These practices are prolific ways to increase the number of people who allow or subscribe to your app/channel for any updates on your markets.
Best Practices marketers can use to increase local opt-ins
Mobile marketing strategies – whether in-app messaging or push notifications – are undeniably efficient strategies that make it possible for you to send personalized and engaging message to your target audience. In addition to that, you can also send contextual and relevant messages to market your business to your audience. But before all these can be put in place, it is required that your audience allows or grants location access. Below listed are three key practices to increase local opt-ins.
Clearly and wisely stating your motive
There is possibility that people doubt a reality, especially when is it exaggerated. Therefore, a marketer should transparently communicate his intention as regards why he is requesting for location permission. More importantly, as a marketer the content of your advert must be concise, moderate and precise.
Your message applies to different audiences, and at the same time should appear like a personalized message to each of your target audience. Apparently, you are dealing with different kinds of people with different beliefs, experiences, sentiments and exposure. At least over seventy per cent of people who receive your message should be fine with it.
Your marketing message should be able to answer three questions that will pop up in the mind of your target audience – the questions ‘what..?’, ‘why…?’ and ‘how..?’ The notification message should answer audience’s inquisitions on ‘what notification have I received?’, ‘why this notification?’ and ‘how can I know more?’ Besides it is also very important to include a link that will direct audience to acquire more about the information you are passing across. In a nutshell, your content must leave the audience to want to know more, without you trying to hyperbolize your intention more than what it really is.
Serve them what they will consider indispensable
In the real-world, nobody will loosely welcome a stranger, not even when you can’t place any value on such a stranger. But when the person realizes that there is a pay-off attached to admitting such a candidate, it would not go the normal way. And likewise, most of the times, that is exactly how it happens online. People normally would only grant location access when they realize that it is for their benefits.
The notification message should contain how allowing location access will positively affect your audience. More often than not, it is rare to see a user that will grant location access when they have no idea of the benefits. Mobile app users or audience in general, expect valuable benefits in return for granting location access.
A good interface and appropriate use of words can convince your customers to opt in for your location-based marketing messages. If the first impression is poor, the campaign may not be efficient.
Another reason your audience may decline your prompt is because you are not sending it at the right time. Of course, your audience have different moments. And it is equally important to note that fact. For example, sending a push notification when you know your audience might be in bed and trying to rest after having a long day, may probably make them ignore the prompt. That is why it is important for you to know your customers. Knowing your customers includes a comprehensive knowledge of their visit hours, behaviour and preferences.
Understanding the perfect time to hit your audience is notably important, if you want a positive feedback and result from them. You can make full use of your push notifications if you understand time and seasons. By season, we mean taking weather into consideration.
For example, in a cold weather, sending messages like ‘black coffee hot sauce readily available at your favourite restaurant’ to your target audience is good. But more importantly, you have to target the time which should be perfect for your audience to receive such notification. 80 per cent of your audience would like to take something hot in a cold weather before going home. So, at that time if they receive such notification, they would love to order for one. Exercising patience is also very important in this case. Your notification message should be intermittent and properly timed. Your audience may likely conclude that your notification messages are spammed, when you do not give them a space to breath.
With these practices you can be sure that your local opt-ins will largely increase. It is sure that not every audience will grant location access but you will definitely see your local opt-ins increasing as you imbibe and apply these strategies.