Public Wifi access has been popular for both small and large businesses, particularly in retail, hotels and hospitality, and cafes and restaurants. Customers want fast online connection to connect with their peers, do a quick search and review, and even work and telecommute. As much as 40% of your customers walking in your shop ask for Wifi connection, even if 3G and LTE plans are accessible – probably because Globe and Smart choose to put data caps in their services. This, in turn, would help your cause to do Marketing using your public Wifi hotspot.
Businesses, of course, benefit from it as they can provide their customers added value services and, if they have done their online marketing right, take advantage of online reviews and engagements. Giving customers a reason to stay longer and return in your shop opens up opportunities for more sales.
The problem is, most, if not all, businesses miss out an opportunity to do more with their public Wifi hotspot. They see it just as a value added services, and not a marketing tool, hence it doesn’t directly affect their marketing activities. With 40% of your customers asking for Wifi, it is most likely to be access than your website, even with the best SEO and SEM marketing you’ve paid for. Below is an example of a Wifi login page and discern how many people see this on a daily basis, and how businesses missed out on the opportunities it can present:
So, what can you do with your Wifi Hotspot? We outline some of the things your Wifi Hotspot can do to help your marketing. Do note that these functionalities doesn’t come out-of-the-box from your DSL provider, or even the most expensive routers you can buy. You would need to subscribe to a service provider to do these:
1. Ask your customers to subscribe to your Mailing list in exchange for Wifi
Email Marketing is still ever so important to a business, as it is an inexpensive way of delivering marketing content to your customers. Asking them to key in their email address in exchange for Wifi access is a invasive way of getting newsletter signups. Try asking for an email over your counter and see if you can as much get a business card drop on that fishbowl.
Customers protect their email addresses more than ever than before. They would either key in wrongly or just plainly won’t give it. Best way is to integrate Facebook profile to your Wifi access because majority of Facebook email profiles are active, primary and personal email addresses.
One added benefit of capturing newsletter subscription through this method is that your customer already knows your products and services and where you are. If you really have exceptional offerings, they will be the first one who would respond to your emails.
2. Ask your customers to Like or Check In to your Facebook Page
It is Facebook’s policy that a Page Like is not required nor could not be made as a requirement for a customer to avail a service or promo, so you cannot really require your customers to Like your page before giving them access. Ask, and you shall receive. About 20% of customers who are asked to “Like” a business’ Facebook Page do click on that Like button.
If they already “Liked” your page, then ask them to “Check-In” instead. It helps your word-of-mouth marketing with your customers’ contacts, as well as their egos.
A Facebook Page Like is the most tangible Social Media Marketing metric a business owner can see directly. They can just pay for ads to increase Page Likes, but does it really help its cause? Again, Likes coming from ACTUAL customers who visited your shop are the more engaged ones that those “paid” Likes, so best to just save up your Facebook Ad budget to somewhere else.
3. Redirect to your website or Facebook page (and ask for a review)
Businesses would do anything and pay expensive SEO and SEM services to get people visit their website. Why not get your actual customers to visit your website and let them know more about you? This is a great way of getting your website noticed.
In most cases, your customer wouldn’t really be interested in your website when they connect. After all, they are already in your store and you are already in the best position to provide all the information they need. Instead of redirecting your customers to your own website, why not redirect them to a good review site – so that they could read that they are already in an awesome shop? You can even redirect them to a feedback form so that you can improve your customer services better.
4. Push ads and promotions that can be acted promptly
Have you always wondered if the hundreds of billboards on EDSA really worth it? First, they are viewed mostly by irate motorists. Second, they are really expensive: about PHP 300-500K a month plus the cost of printing and installing the billboard. And lastly, those who were able to view those ads are not able to act on it immediately.
Pushing ads and promotions to customers who are in proximity or already in your shop has the added incentive that they can act on it right there and then. Most customers act on impulse or with immediacy, mainly because of fear of missing out. There’s a reason why giving out brochures and flyers are effective. To top it off, you can save your money (and trees!) from printing to going digital.
Technology-savvy marketers can do more with Wifi hotspots, which we will be discussing in a much later post. These can be availed by cloud service providers like Tanaza. Want to implement these solutions and more to your business? Leave us an email so that we can turn your Wifi Hotspot offering into an Effective Marketing Tool for your business!