How to Choose the Best WiFi Marketing Software for Your Business
You’ve heard of guest WiFi marketing. You’ve done your initial research on what it is and how it works. Now you’re ready to begin looking under the hood and comparing platforms to decide which is best for your business.
So, where do you begin? What process should you follow to make sure you’re getting the best software for your unique business needs?
Why You Need a WiFi Marketing Platform
When it comes to brick-and-mortar marketing and operations, nothing is more powerful than detailed, comprehensive, and accurate customer data. Likewise, marketing ROI can be very difficult to measure.
With an enterprise WiFi marketing software solution, you’ll have the ability to collect customer data from a large sample size of your visiting customers from multiple different sources of customer data. With this data, you’ll be able to make smarter, data-driven decisions about your marketing and operations. This can quickly save on costs, increase customer loyalty, and boost your bottom line.
Today’s consumers expect personalized marketing messages. Research from McKinsey showed that companies deliver five to eight times the ROI on marketing spend and boost sales by 10 percent or more when they leverage data-driven personalization. The best WiFi marketing platforms allow you to create these personalized marketing campaigns and automate them.
You’ll quickly build a large clean customer database of detailed customer profiles and begin to visualize your various customer personas. Then, you can segment your customer database and begin building powerful automated and personalized marketing campaigns to save churning customers, improve ratings and reviews, build a loyalty program, and much more.
Understand the Mechanics of WiFi Marketing
The first step in deciding on the best WiFi marketing software is to genuinely understand the ins-and-outs of WiFi marketing and analytics. You’ll want to understand how the data is collected, and how it is stored and viewed. And how you can use it to improve marketing and operations.
By gaining a thorough understanding of the concepts and procedures involved, you’ll be able to make smarter and easier marketing & operations decisions for your restaurant, retail or other type of physical locations. Likewise, you’ll be able to closely match your business needs to the capabilities of the platforms you are interested in.
Fortunately, Bloom Intelligence offers the educational information you’ll want to absorb before choosing your new WiFi marketing and analytics platform.
To learn how the data is collected and used, download and study our free guide, 8 Ways WiFi Marketing Can Grow Your Business. You’ll learn how data is collected from a large sample of your customers – even if they never log into WiFi. How the data can be used to grow your business is explained in the rest of the guide.
Define and Document Your Unique Business Needs
Every brick-and-mortar business is unique. Even stores within the same franchise have their own unique issues and areas for improvement. Before investing in guest WiFi marketing software, you’ll want to closely analyze the needs of your company.
Of course, you want to see increases in revenue. But it is how to obtain these increases that are important in this case. For instance, do you want to simply increase foot traffic, or increase customer dwell time resulting in more customer spending? Do you wish to be able to more accurately measure marketing ROI, or see online customer ratings and reviews improve? Do you want cleaned and verified data? Are you interested in understanding your customers behavior at your locations to optimize operations?
Remember that the reputation of the vendor and costs are important, but how well the platform suits your needs is the most crucial piece of the puzzle.
Once you have established and documented the wants and needs of your company, then you can begin searching for a WiFi marketing solution that best fits your business.
Begin Your Top-Level Search
Once you have a solid grasp on the concepts of WiFi marketing and analytics, and you know what you want to get out of a platform, you’ll want to begin searching for the best fit – exciting!
This step is as easy as visiting your favorite web search provider and searching for “WiFi Marketing Solutions” or “WiFi Marketing for Restaurants”, or similar terms. Be aware that many times you will see paid advertisements at the top and/or bottom of each search results page. Many of these companies are startups with basic marketing software. They have not been tested, hardened, and evolved over time. Instead, you will typically find the top-quality options in the non-paid, organic results.
Conduct searches for different keyword phrases (WiFi marketing, WiFi marketing platform, WiFi analytics platform, restaurant WiFi marketing, etc.) and you’ll begin to see the best-of-the-best frequently appearing on the first page.
Visit these websites and do a deep dive into their content. Do they offer all of the features that will fulfill your business needs? Do they offer tiered pricing and features? Is immediate customer service or a website chat feature available?
If you find a match, write down the name of the company and website address to use in the next step.
Once you’ve found several potential options, begin narrowing them down to the 3 or 4 that you feel would be the best options.
Compare Your Best Options
The easiest way to compare your short-list of possible WiFi marketing software solutions is to use a spreadsheet. You’ll be able to compare each solution side-by-side and easily discover your best option.
Make sure to include all of your value points in the spreadsheet in order of importance for your business. Remember to include points such as years the company has been in business, support options and any hidden fees or extra charges.
For your convenience, we have created an Excel spreadsheet template for you to use in your quest for the best WiFi marketing solution. Click the button below to download it for free.
Once you have all of your information documented, it’s time to take each solution for a test-drive. Call and schedule a demo with each vendor. Have any questions or concerns ready to ask during your demo, as well as your spreadsheet to add or change any information you’ve already collected.
Make sure to include key shareholders in your demo session so they can help you decide on the best solution.
Make Your Decision
Remember that finding the right solution isn’t necessarily about ratings and what’s hot at the moment. It’s about identifying the solution that is most suitable for your team, your goals, and your overall business. And finding a partner that aligns and supports your goals.
Take your time and include the stakeholders who will be utilizing the software. Following these steps will help ensure that you make the best decision to drive more revenue, decrease customer churn and create more loyal, lifelong customers.
A No-Brainer For Anyone
“We’re extremely pleased with the wealth of customer data that we’re able to gather, at a very attractive price. In addition, we’re able to communicate our new product promotions by using the landing page as a digital billboard. A “no-brainer” for anyone working with limited Marketing $$.”
~ Bob Cross, Vice President of Operations
Atlanta Bread Company