Knowing what your customers want to learn is the most important factor in crafting meaningful communication. Wifi marketing and the data you gather from it are ideal ways to find out what information is important to your customers and, even more importantly, how that information should be delivered. If a customer has been to your establishment and enjoyed their time there, there is every reason to think they’ll be delighted to hear from you. It only becomes a nuisance when the communication is done in an intrusive and impersonal way or when the information conveyed is irrelevant to that particular customer. Wifi marketing will help you avoid all of those pitfalls and connect in ways that are meaningful and effective.
Demographic Details Show You Who You’re Talking To
Wifi marketing shows you so much about the customers who sign in to your service. Their age ranges, preferences, habits, and more are all available if you require a social login, and possibly even if you don’t. Think of it as the difference between a billboard and a posting on the corkboard in your favorite local coffee shop. The ability to target your customers based on what they like and who they are is not only more effective, it makes them feel seen and cared for in a way mass ads just can’t.
Find Communities Within Your Customer Base
Using social logins allows you to see which of your customers are connected not just to you, but to each other. Their activity outside the restaurant becomes a gold mine for refining marketing to match customer interests. Finding these communities gives you a huge opportunity to offer specific marketing and benefits that will be meaningful to them.
Customers’ Social Habits Reveal More Than You Think
Even with the tiny slice of information provided by which social media your customer chooses to log in with, you can extract meaningful data. For example, a Twitter user is probably going to value brevity more than extended content in marketing material. A Facebook user, on the other hand, probably places a priority on community approval and first-person advertising.
Strike While The Iron Is Hot: Communication and Timing
It is hard to overstate the appeal and importance of being able to send your customer a marketing message in the form of a thank you note the next day. Personally timed communication feels completely different from mass targeted ads; they feel like notes from a friend. This means you can target your visitors while their experience with you is still prevalent in their mind. Timing is critical and “striking while the iron is hot” is very effective.
Design Specials Around The Customers You Have and The Ones You Want
Now that you’re using your wifi marketing to get to know your customers, you can effectively target specials and campaigns to them. The next step is targeting their social networks in the real world! Birds of a feather flock together, so if you’re effectively marketing to your customer’s demographics, you’re also marketing to their friends.
Encourage Word of Mouth Advertising With Shareable Communication
If you can make your communications feel like personal messages, you’re only one step away from getting your customers to spread the word and do the heavy lifting of your advertising plans for you. What is that step? Add a sharing incentive. If it’s a coupon, make it shareable. If it’s a special, make it a two-for. Use your intuition and imagination to encourage the recipient to hit that forward button, or retweet, or to post about it.
Avoid Communication Fatigue By Choosing Platforms Smartly
Imagine if you received three emails a week from anyone at all. You’d be sick of hearing from them by the end of the first week, even if the information contained in those emails was relevant to you. One email, a tweet, and Facebook post however feels downright restrained in the media-saturated world we live in. The benefit of social media is, therefore, the ability to communicate more often and more widely than just email.
Tailor Advertising and Messaging To Customers
Using the built in analytic tools that social media platforms offer to businesses, you can find out what kinds of ads and messages are most meaningful to your customers without going to the great expense of running multiple full-blown campaigns. You can create tiny test markets within your social media following and gauge the efficacy of your message with barely any financial outlay.
Don’t Waste Your Words
The impulse is strong to get as much information as possible into every message we send our customers. In our efforts to avoid fatiguing them with too-frequent communication, we sometimes over-stuff each communication with as many facts as possible. Not only does this ignore brevity, a valuable aspect of effective communication, it fatigues your reader in a new way. As unfortunate as it may be, no one reads long emails unless they have to. You owe it to yourself and your readers to whittle it down to the bare essentials.
Encourage Two Way Communication
One of the most powerful things we can do in our communication is to build a relationship instead of just pushing messaging out as quickly as possible. Customers listen most when they feel listened to. Make an effort to know your customers through wifi data, and then show them that you care about knowing them better by asking for their opinions, suggestions, and feedback. Offering polls and sharing their posts on social media can help them feel heard, and they in turn will want to hear what you have to say.
Check out the slides:
Marketing can be a daunting task when you first start out, but with the data wifi marketing software brings to the process, it couldn’t be easier. Request a demo today to see how wifi marketing can work for your restaurant!