For a good and prolific marketing campaign, there is a need to take in a lot of relevant information. This information is basically about your user or consumer. For example, information related to the user’s preferences. Some are also related to your brand, such as; information related to your upcoming sales and best-selling products, to mention a few. These pieces of information are all vital and crucial to be able to engage the consumer in a more personalized and prolific way.
Particularly, there is one piece of information that can incredibly cause positive effect on marketing campaign. Of course, I am talking about Geo-targeting.
What is Geo-targeting?
Geo-targeting is a marketing strategy or practice of accessing, delivering and serving specified content(s) or advert(s) to a particular user or consumer based on his geographical location. The geographical location of the audience is archived from their IP address. This may cover up to a city, neighborhood or any area within the range in view. So, generally geo-targeting is often used in advertising or promoting contents to local prospective clients.
Geo-targeting basically uses the consumers’ Geo IP to locate them. The address indicates the geographical location where the user is accessing your site or app from.
A good example of this tactic is a retail store that intends to augment its foot traffic. It may build a marketing campaign to reach out to the audience that had visited its physical location to increase return visits. Mobile advertising is a good strategy in this case.
Four keywords in Geo-targeting
- Location: The geographical place that is within a specified range, designated by the marketer, where the prospect or user is spotted at the moment.
- Prospect: Any target user or consumer that is within the specified range. Most of the times, these audiences are people who have visited that particular location in the past.
- Marketer: The personality behind the content that is sent to the consumer or user. Most of the time, the Ads is usually programmed. So, the moment the user is within the range, he will receive a communication. However, behind this programmatic marketing is the marketer.
- Content: This is a message or communication that contains a specific piece of information that is usually for advertising or quick notice.
How does it work?
For businesses running Google AdWords, you are probably doing geo-targeting. It can be by zip or state code. But there is a way you can convince your audience to buy. It depends on how you maximize this powerful strategy for advertising. In fact, there is certainty that you can also leverage and optimize the ad spend for your marketing campaigns.
Google Ads allows advertisers to set their target locations. In other words, if you are using Google Ads you can decide the region(s) where you want your contents or ads to reach. This is basically, a fundamental strategy for any businesses that depend on home deliveries, foot traffic and generally offline services. For example, retail stores, bars and quick-service restaurants.
Where Marketers get it wrong?
One of the biggest mistakes you want to avoid is targeting the wrong audience. No matter how convincing your content is, in the eyes of the wrong audience it is vague. You should not invest your money on ads to reach the wrong audience.
May be we should quickly talk about what mistakes many advertisers make on the account of trying to use geo-targeting.
- Over-broad Parameter: One big mistake that should strictly be avoided is serving your content to unqualified eyeballs. Your focus should be on people who have interests or are prospectively going to be interested and not the general public. In other words, your focus should not be limitless. It must be concise, precise and realistic, and not just everybody.
- Too Narrow Parameter: From another point of view, if parameters are unreasonably narrow it is just as if a marketer is under-utilizing the powerful tactic – Geo-targeting. Good advertising requires good data. If your parameters are too narrow, there is no doubt that you will be missing out opportunities to know what is effective and what is not. Getting your parameters wrong will definitely yield wrong or no result.
Where is Geo-targeting especially beneficial?
Geo-targeting is almost useful in every situation. Nonetheless, there are some aspects where it is particularly beneficial. These include:
1. Marketing business with just one or many physical locations
2. Marketing seasonal products that are applicable to some areas, but throughout the year to others.
3. Marketing new products you have intended to serve your customers
4. Promoting new landing pages that you created in other to serve an audience in different location.
Nuggets on how to reach your target audience
1. Discover venues where your prospects will need or want your product.
2. Do not waste your effort on where your prospects do not exist.
3. Ensure you are using location-specific keywords for SEO.
4. Your landing pages must be location-specific and ensure you provide relevant contents.
5. Maximize location-specific events.
6. Examine the preference and behavior of consumer from previous location visited.
7. Take note of location intent by the search history.
Before you start to geo-target, your audience must be specified. Marketing campaign requires identifying a particular audience for effectiveness. And that is where geo-targeting comes in.
Identifying your audience goes beyond having the knowledge of their physical location, contrary to the general speculation. There has to be a proper understanding of the facets of your target audience. For example, gender, income, social group, spending habits and even their potential interests. From these, you should be able to deduce how their present location can influence their decisions.
Let’s assume you have a consumer whose monthly income is not more than 700 USD you should automatically know such a person might not be interested in buying a handbag that is worth more than his income. Especially when another brand has a close substitute that do not cost up to that amount, he would not think twice. You need to approach your audience based on their location, behavior and experiences.
Geo-targeting is a key strategy to optimize marketing campaigns as well as every effort contributed towards promotion and advertisement. It prioritizes the real-world. And of course, that is the basis of every other factor necessary for promotion.
If you want to know more about Geo-targeting and how it can improve your marketing ROI, feel free to book a FREE Strategy Call with us.