A WiFi connection for your customers is just another business expense, right? Slap a poster up on the wall with the WiFi password and job done? You’re reading this guide, so we know you don’t believe that.
Here’s the clever bit. Customers are much more likely to provide personal information when they get something in return. WiFi marketing hits right in this sweet spot, at the point your customers are on your premises. We guarantee you won’t get a better time to ask someone to receive your emails or follow you on social media than that!
An opted-in customer is just the start. WiFi marketing is about harnessing the data you have collected and taking advantage of customer insight to deliver messages and promotions to your customers that keep your business growing and growing.
As marketers ourselves, we’re rather fond of it.
In this book, we’ll lead you through practical ways to get set-up with WiFi marketing and make the most from this powerful but sometimes overlooked tool.
Without a doubt. Despite the progress of mobile cellular networks, there are many reasons why customers look to connect to WiFi. Often, cellular coverage is patchy and affected by things like the weather and interference from other devices, less than ideal for missing those important emails! Consumers also face data caps and limits from their providers with additional data top-ups proving costly. A stable, free WiFi signal is still considered one of the primary services people look for when booking a hotel for example. In a study by Booking.com, WiFi was the single most important accommodation facility that most travellers looked for when booking their last trip.
Social media networks will even use algorithms to decide the quality of uploaded content based on internet speed. If you’ve got a venue swarmed with influencers, they’re highly likely to want the best speed internet available to make sure their posts hit with a bang.
Rather than plastering your walls with the WiFi details (and still getting asked for the password on an hourly basis!?). By setting up a WiFi marketing portal you can gain complete control over who can access your internet connection and how they can use it. Restrict certain websites and even control maximum download speeds so that you can comfortably host several customers without issue.
Joining a WiFi network is a very low barrier to entry for a customer, and a great soft-touch way to introduce your brand or products in a non-intrusive way. With a custom WiFi guest system such as Beambox, customers are immediately able to find the correct network and to connect via entering their email or using social sign in.
Through an existing client base of over 3000 venues, we’ve already seen the impressive ways that businesses are using WiFi marketing. We’ve seen restaurants displaying time-sensitive deals and promotions to drive sales, hotels launching Instagram competitions to engage their fans, and cafés climbing up TripAdvisor rankings by asking for reviews at the perfect time.
Letting your guests connect to the internet is just the start of the journey. Collecting customer data will allow you to build your email lists and social following, as well as driving customers to leave valuable online reviews.
Collecting customer emails through WiFi marketing is a GDPR compliant way to build your email list. When logging onto the network, customers will have the option to sign up to your updates. They are likely jumping online to check emails or social accounts so may not want to be interrupted from that process for more than a moment. Collecting an email or gaining a social follow is a great opportu- nity to engage with them at a later time when they’ll have more time to absorb your messaging. Build-in some timely behavioural marketing such as follow-up emails asking for a review and you’ve got a very powerful tool that can run in the background of your business, quietly building up a very valuable following that you can remarket to.
There are, of course, a huge number of marketing applications for WiFi marketing. Once a customer is online they can be redirected or presented with almost anything on their device. Whether you are looking to gain valuable insight from a survey, show special offers, or even just display a social post or image that helps to build brand awareness.
WiFi marketing is the first step to creating loyal returning customers, fans, and even micro-influencers for your brand.