Free WiFi isn’t just something which is expected by customers - it’s an incredibly powerful marketing tool for the businesses that provide it, too. The way in which people use your WiFi and the story it tells about their visit is gold dust for any marketing strategy.
It’ll help you break down those busy periods to find out what they really mean for the business. But WiFi marketing will also provide you with key performance indicators (KPIs) on which you can make strategic business decisions.
Here are eight of the best.
1. The number of customers entering your business
An obvious one? Not so. When it comes to measuring footfall, one of the best ways to do so is actually via WiFi.
As people connect to your free WiFi, you’ll gain detailed insight into the average number of customers you welcome through your doors and, over time, when your busiest and quietest periods are.
Identifying the slower days in a restaurant for example, could identify the best time for a promotion to increase footfall on certain days and keep business on track.
2. Return rate
How many people come back for more? Beyond your booking system, can you be confident that guests are actively setting foot back into your venue?
With WiFi marketing, you have solid proof about the number of return visits. The higher your returning customer rate, the more loyal your customers. Identifying them and asking for feedback – with a review for example – can help you understand what drives repeat custom and grow your audience further.
3. New vs returning customers
This KPI is typically found in web analytics, but it’s just as important in brick-and-mortar hospitality and retail businesses.
With the right WiFi system in place, you’ll know who’s new and who’s been before, and that’ll help you assess the opportunities for growth. If you have email marketing in place, it might be important to drive new customers to subscribe. By identifying new customer logins, you could create a bespoke offer for first-time customers and drive more new business.
4. AVPG (Average visits per guest)
How magnetic is your brand? Do people return once or multiple times? It’s impossible to work this out without the right data.
WiFi marketing will provide key insight into the average number of visits per guest, enabling you to suss out how popular, on average, your venue is with its customers. Perhaps your average customer visits twice, think about how you can incentivise that third repeat custom to drive the AVPG higher.
5. Engagement rate
How do you know if a guest is engaged? If they visit, pay the bill and leave a review the next day, how can you measure that engagement?
With WiFi marketing, you can keep track of what they click from your landing page and the emails they open and read. That’s how you measure their engagement with your brand.
Engagement rate is a crucial metric when it comes to your digital marketing efforts. Understanding what makes a customer engage with your marketing messages can make a big difference when it comes to sending an email to a large database.
6. Demographic KPIs
WiFi analytics will help you learn about the age, gender, interests and locations of every single customer.
This is exceptionally useful from a marketing perspective. It’ll help you fine-tune your offering for the demographic that is most engaged with the brand and identify opportunities where you can draw in a larger audience. Demographic KPIs can help inform your behavioural marketing strategy and spot opportunities that would usually be invisible in a bricks and mortar environment.
7. Coupon usage
Coupons are easily created and distributed, but how confident are you that they’re being redeemed?
When customers log onto your free WiFi, the landing page you present gives you full control over what they do next. If you offer them a coupon at that stage, you can directly track the usage and popularity of the coupon in question. As you’ll be offering digital redemption, numbers can be limited to offer a greater incentive to claim.
8. Social media engagement
Remember - once you get people logging onto your free WiFi, you can encourage their next move. You can encourage ‘likes’ and check-ins, and monitor how many people are tempted enough to get closer to you on social. Getting engagements on your social media posts is a signal to the social media networks that you are providing valuable content, and is likely to help increase the reach of your post further.
Pushing customers to your social networks from WiFi marketing can form a steady stream of likes, comments and engagements to your pages and keep you on top of social.