Small business marketing strategies mimic gaming trends

A recent USA Today article reports that small businesses actually have a chance to stand up to industry giants - by applying interactive gaming features "such as leaderboards and achievements" to attract customers and even get them to spend money on marketing. Not only will these innovative principles distinguish small businesses from competitors' marketing campaigns, it is expected to increase revenue more than 10 times over.

Businesses of all sizes may benefit from using the following apps and strategies to create a "gamification" culture:

- Foursquare has unlimited potential: The article recommends people explore "gamification" through sites like Facebook and Twitter, but focus on the Foursquare app to link people with rewards and companies. Foursquare users "check in" to a business using their phone or portable device, and some businesses respond by giving them a reward. This could be a discount in a shop or even a free dessert at a restaurant.

In what feels like a worldwide game of mayorships and places, Foursquare users can also post their whereabouts and reviews on various social media platforms, giving people they are connected to the chance to check out a business for themselves. Some businesses may even choose to give extra attention and perks to return patrons who check in with the app.

- Modern employees of the month recognition: Workers will likely perform better if there is more at stake than a framed picture in a company break room and an "employee of the month" title. Today's businesses are exploring ways to make everyday business competitive to improve productivity, including tech systems and software that takes individual performance into account.

Once business owners have insight into which employees are outperforming the rest of the workforce, public recognition or a reward may be rewarded. Not only will it increase friendly competition between workers, it could increase overall productivity and benefit customers who receive better customer service as part of the "gamification" culture.

Experts suggest creating this type of culture could increase overall customer loyalty, as patrons may notice increased productivity and efficiency during business transactions. Businesses may also consider integrating customer-centric tactics into fun marketing campaigns by starting business loyalty programs and rewards for return customers who post reviews online or refer another customer.

However, "gamification" may not be beneficial for very small businesses or solopreneurs, as available resources may not be enough to create a specific culture for clients and employees.

"Some of my clients have asked me, 'How do we gamify our relationships with our clients,'" said business expert Brian Burke in the USA Today article. "My answer is that if you have [only] 20 clients, it is far better off to take them out for a golf game than it is to try to build an application."