If you use the internet you have probably at least heard of Groupon, the popular online service that offers its users incredible deals by leveraging group buying and location-based data. While some critics speak against it, the benefits of using this tool for marketing gain are too plentiful to ignore. In this post, I will explain how you can make Groupon work for you.

When it comes to Groupon, the worst thing you can do is hop on the bandwagon without having any sort of game plan. One of the most important parts of that plan should be figuring out how much of a deal you can offer to potential customers. Of course you want to put together an attractive offer people will jump on, but how much of a discount can your business really afford to give? You have to keep in mind that while Groupon is generous by not charging any up front fees, it is also a bit stingy in its taking of 50 percent on every successful transaction. This is why you need to think long and hard when putting a number on your offer.

I don’t know if you’ve noticed this, but most attractive deals have some type of stipulations. Whether it’s the 15% off your order that is only good till Friday or the free shipping that requires you to spend $25 or more, there’s usually something you have to do to get the best value from that great offer. It’s all to keep the company from suffering losses, and this is the same type of mindset you need to adopt with Groupon. For instance, if you structure a $50 Groupon deal that lets people spend $100 in your store, you may want to limit the deal to something like only select items, or exclude sales and special promotions. It may also be a good idea to limit these offers to your online audience and entice your exiting customers with other savings.

The group buying game may be a different arena, but it’s marketing, so many of the rules remain the same. In order to make the most of your Groupon marketing venture, you need to make all of your efforts count. How? I mean viewing every bit of traffic that Groupon sends your way as an opportunity to convert visitors to loyal customers, because in reality that’s what it is. Invite them to join the discussion online, reward them for their repeat visits and keep track of their interactions. You know - romance them through engagement.

Groupon is not right for every company, but if you are a business with a strong enough presence and good enough offer, it could very well work for you. Some marketers have jumped in and lost money while others have broke even. If Groupon is truly the answer, there is no reason why you can’t use it to profit your email marketing.

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