SoLoMo: The Marketing Trifecta

Recently you’ve been reading about SoLoMo marketing but still don’t know what it is. Even worse, you’re not sure how to pronounce it. Never fear, I’m going to tell you what it is, why you need it, and what the current trends are. Let me reassure you, without even knowing it, you’re doing a bit of it already with your social media strategy.

First things first… SoLoMo is pronounced ‘SO-low-moe’ with the accent on the first syllable, and let the last two syllables run together. Practice it a couple of times. You already sound like a pro.

Now let’s get down to business. What exactly is SoLoMo marketing? It stands for Social-Local-Mobile. These three terms are significant in the marketing world, with far-reaching implications. Consumers are connecting with brands of all three concurrently. Contact Connie Kroskin Consulting if you need assistance with your SoLoMo Marketing Strategy! We are here to help.

Social

Nearly 80% of adults in the United States use Facebook. As a digital marketer, you should maintain an active presence in the social media world. Facebook, Instagram, Twitter…these are just a few of the many social media platforms available today. Social media is how people stay connected. Using these platforms will improve your brand visibility.

When you have a presence on various social media platforms, you tap the power of advocacy marketing. Let your consumers and customers advocate for you. When your customer sees that you removed that impossible stain from his favorite job-interview-ensemble, he might post a picture on your Facebook or Instagram page. Or post it on his own and tag your business. Consumers might check-in to your business, creating visibility in that way. Let your customers help you market. Let them engage.

Location

We’re talking about location analytics. Location search-engine-optimization. Sounds complicated, but it’s really not, so let me give it to you in a nutshell.

The key point to remember is we are all using our mobile devices to search for businesses and services. What is available, and how do I find it? Think about the kinds of searches you complete on your mobile device. Let me give you an example.

Recently, my friend texted and invited me to an early dinner after work. I agreed but requested something local, casual, and something preferably with happy hour specials. I’m always jazzed to find good restaurant deals.

While waiting for her to pick me up, I searched on my phone for a dry-cleaner near my office. Usually, I go to the dry-cleaners near my house, so I was unsure of the options available nearby, or the reviews of them. But circumstances dictated that I drop the clothes near work.

We both used our mobile phones to search for solutions. Thanks to GPS, anyone searching for dry-cleaners and restaurants while using their mobile device (provided they have their location services turned on) will receive the right information and at the right time. Which is precisely what happened. She found a restaurant with happy hour specials, and I found a dry-cleaner on the way.

Mobile

According to Pew Research Center, approximately 95% of adults in the United States own a cell phone, with 77% of them being smartphones. In 2011, that number was only 35%! Astounding!

With that said, your business website should be optimized for mobile devices. Over half of searches are done while on the move. If you don’t keep up with the devices people are using, it’s not likely they will find you! You can’t convert if you aren’t on the scene.

The right people finding the right information at the right time. That should be your new motto.

Why you Need a SoLoMo Strategy

There is so much more to SoLoMo than helping a consumer find your bricks-and-mortar establishment. Let’s continue.

Consumers are spending more time on phones. Thus, businesses committed to SoLoMo are optimizing their websites for mobile devices and local searches. Mobile applications will drive the bulk of your consumers’ engagement with you. You need your website to be mobile-optimized, or you’re going to lose traffic.
Your website already produces visitor analytics— by tracking traffic and movement through your site.

Location analytics provides those same metrics but for physical locations. In other words, let’s say you put out on social media that you’re having a big sales event to commemorate D-Day or Veterans’ Day. You want to get as many veterans and their families to your establishment as possible. You can use location analytics to track the actual traffic to your physical location in the same way that your website monitors traffic to your site.

If you’re a retailer, you could use SoLoMo to create mobile websites that help your users use their phones to assist them while shopping in-store. Have you ever gone to Home Depot and wondered if they have any patio lights left in stock? So you pull out your phone, search for Home Depot and voila! It finds the store nearest to you. Then you type in “string patio lights” in the search bar and discover that the item is not in stock at that story. But patio lights are in stock at a store 11 miles away. Now you’ve got a decision to make. And that is one thing SoLoMo can’t do for you.
Let me help you figure that out. Let’s imagine and scheme and dream. Let’s get you on the map. Literally. Let’s help your clients find you— following only the light of their mobile device.

I know this sounds complicated. It’s not. If you’re wanting or needing help developing a plan, one that will help the right people find the correct information at the right time, I can help. I’d love to help. Contact me and we can develop a strategy that works for you.

Let’s help you create more visibility for your business. We can help you build more accuracy in the consumers that you’re targeting. Let’s help you discover where those customers are and the information they need to pursue you.

 

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