Today, Foursquare made an announcement, offering Foursquare Ads to all small businesses worldwide. Users will now see ads from local small businesses on the location-based social networking site, known for providing users with recommendations and deals based on where they are. This will allow all small businesses to effectively reach the millions of people who use Foursquare to decide where to go next.
In a Marketing Land article covering the news about Foursquare, their CEO, Dennis Crowly described the ads as “a cross between AdWords and Promoted Tweets – because they’re social but also reflect intent based on search queries.” Foursquare users can be targeted based on recommendations, check-ins from their friends, and through search queries, providing small business advertisers with plenty of opportunities to capitalize on.
Opening up Foursquare Ads to small businesses will allow Foursquare to bring in more revenue and give small businesses a chance to reach potential customers actively looking to find and buy in the moment.
More Opportunity for Small Businesses
Advertising has always been a challenge for marketers working in a small business environment. Finding the right high-quality marketing resources for a company with a limited budget can be one of the most critical and difficult parts of working in a small business. Foursquare Ads give small businesses the opportunity to implement an effective local marketing strategy that allows them to compete with large advertisers.
Though Foursquare can’t display ads based on “likes” and specific user interests like Facebook can, they have the upper hand in localization, friend recommendations, and a user’s check-in history. Mobile advertising via Foursquare will give small businesses the opportunity to reach a more targeted audience through their mobile devices. For example, a local burger joint downtown San Francisco can utilize Foursquare’s data to display ads to business executives who have a history of checking into fast food restaurants during their lunch hours, or to anyone explicitly searching for a place to grab a burger.
There’s an app for that!
When people are looking for places to eat, directions, reviews, etc. they often look to their mobile devices simply because it’s the most convenient way to quickly receive and get information; and with all the fast-loading smart phones and tablets, it’s also becoming the easiest too. Need directions? There’s an app for that. Looking for recommendations for places to eat? There are a bunch of apps for that too.
There is no better time than now for all businesses, big and small, to expand their reach beyond desktops and traditional marketing strategies. With the rapid growth of mobile advertising, Foursquare’s decision to open up new advertising opportunities for SMBs proves the importance of how segmenting, targeting and driving growth through mobile devices can help businesses connect with the right audiences, build brand and increase revenue for all.