It’s easy to see the value of wifi marketing for the customer: free wireless internet while they visit your store.
But beside the benefits of added foot traffic, where is the value for the business owner? How can wifi marketers be sure that providing free visitor wifi will actually boost engagement and increase revenue?
The answer lies in the data we collect by wifi marketing, and what we do with it.
All day every day, businesses using a wifi marketing system are collecting contact information from new visitors, tracking valuable repeat customers, and learning about who their customers actually are through captured demographic data.
The collected contact information contributes to greater reach for current and future marketing campaigns, while demographic data works to inform sound business decisions and craft effective marketing campaigns.
An added advantage for businesses with a wifi marketing system—a wireless internet device that provides free wifi to customers in exchange for an email address or other contact information—is that it takes the guess work out of building an average customer profile by relying on data instead of opinion.
In this post, we’ll take a look at the types of data wifi marketing users can collect from their visitors, and more importantly, we’ll explore specific ways those data points can be leveraged to increase revenues.
Exactly what types of data can you collect through wifi marketing?
Business owners have access to a wide assortment of customer and demographic data points using wifi marketing. In past blogs, we’ve covered both how wifi marketing works and the types of data users can collect in greater detail. Discover more in Wifi Marketing: An Introduction.
But in general, wifi marketers can collect the following information about in-store internet users:
- Daily internet user totals
- Login frequency over different time frames
- Loyalty history for specific users
- User email addresses
- User social media accounts
- User demographics, such as age, location, and device type
While this list includes some of the most commonly collected data types, it is not exhaustive. Looking for a specific piece of intel about your customers? Contact Flonomics today to see how we can help.
But what can you actually do with all this data, and how can it help increase revenues? Here are some of our favorite applications for wifi marketing data:
Use visitor demographics to build better customer relationships and increase engagement
If your business collects social media contacts from in-store wifi users, you have access to a variety of demographic data points for those users.
As you collect more and more contacts, demographic patterns emerge that will let you see a snapshot of your average customer. Breakdowns of customer age, location, and device usage will give you a better idea of who your visitors are, and can be infinitely valuable when it comes to crafting marketing messages to reach your desired customer base.
Do you want to complete a customer demographic data analysis, but aren’t sure where to start? We can help! Get in touch with us today!
Building a business with a specific customer type in mind only gets you so far, and sometimes, the results of these demographic analyses can be surprising. But, when you have a data-backed idea of who your actual customers are—regardless of if it matches your planning or expectations—you can have the confidence to craft a marketing program that targets the exact audience you’re after.
Export contacts into your email marketing platform
When a customer logs onto your wifi network using an email address, those email addresses are automatically saved within the Flonomics database and available through the user’s dashboard. Addresses are easily exported—either manually or with automatic sync—to a wide variety of third-party email platforms like Mailchimp, Constant Contact, Fishbowl, Roby and others. From there, you can add those email addresses to upcoming email newsletters, product and discount announcements, or nurture campaigns.
Ask recent customers to complete a post-visit survey
Let’s say you recently overhauled your store layout, and you could use some customer feedback to gauge its effectiveness. Or, maybe sales have been down lately, and you want some outside input to gauge where your operation might be coming up short. How about a regular check-in with customers to gather general reactions to and opinions about your business? All of these are possible using the demographic and contact data from wifi marketing.
Using wifi marketing data, it’s easy to create a list of all the email addresses of customers who accessed your in-store wifi over a week, month, quarter, or any other period of time. Then, using a survey tool like SurveyMonkey, Typeform, or Google Forms, send a questionnaire to a list of recent customers and collect the actionable feedback they provide.
Use targeted social media ads to reach your customers where they spend time online
Having an ever-expanding list of social media followers from wifi marketing—many of which joined because they visited your business—creates an excellent opportunity for targeted ads on social networks. Using Facebook’s native ad creator tool, create an ad that will target your fans when they view their news feed or other pages on the social network.
(Protip: target their friends that match your target demographics too in look-a-like audiences)
This is an outstanding way to promote new merchandise, announce a sale, or even a basic thank you note that will help you stay top-of-mind among the exact audience of customers you wish to reach.
Send a special ad or promotion to your most loyal customers
For wifi marketing customers, the Flonomics data dashboard automatically keeps track of frequent network users, and can easily identify the users who access your network the most over a selected period of time. So why not reward your most frequent customers with some special perks?
Alternatively, let’s say you’ve seen a spike, or lull, in traffic over the past month. Using the Flonomics wifi dashboard, you could generate a list of the most frequent wifi users and export them to your email marketing platform. Then, send an email to those users thanking them for visiting your business, along with a special offer or discount to give your monthly sales a boost.
Protip: make sure your frequent visitor lists are actually made up of frequent visitors: When viewing frequent wifi users in the Flonomics dashboard, try sorting the list by both number of connections and length of connection. If you see users connecting at a significantly higher frequency than others or staying connected far longer than most users, this could indicate the presence of a ‘wifi squatter,’ a user who connects to your wifi from nearby (but not necessarily inside your business) to do their general internet surfing, and not necessarily logging on as a customer. In these cases, it is possible to block users from connecting if desired, set time limits for internet use, or simply remove suspected wifi squatters from loyal customer communications.
Are you curious to learn how demographic data from wifi marketing can boost revenue and improve your business? Drop us a line!