How Can Geotargeting Help Your Small Business
With the digital age came propulsion of marketing innovation. Whether it’s checking the competition or providing us with easier ways to communicate with clients, we already have a lot to thank technology for. However, small businesses have another way of using technological innovations that often goes under the radar of new entrepreneurs; geotargeting.
Marketing has always been about offering your customers information that can help their lives in one way or another. But beyond simply figuring out what your customers want, it can also greatly help to figure out where they’re located.
This marketing process is known as geotargeting and is already implemented by a number of companies to boost traffic. Throughout this article, we’re going to take a deeper look into what geotargeting is all about, how you should apply it, and what your small business may benefit from doing so.
WHAT IS GEOTARGETING?
According to WordStream, geotargeting is, “the practice of delivering different content to different consumers based on their geographic location.” The purpose of this marketing tool is to either provide content to users based on their location or to escort them to the location of the content.
Such advertising campaigns can help in a number of ways. For starters, it allows for a more personalized content feed for users. By understanding the user’s location and providing them with content relevant to that location, you’re naturally going to make them feel more connected with your business.
Secondly, such content tends to be more efficient in someone’s desires. Consider this way - if you’re in need of last-minute baking supplies for your child’s birthday party, where would you most likely purchase from. An online store that tailors to millions worldwide or the local kitchen supply store down the road?
Finally, geotargeting has become an extremely reliable source for advertisers as location tracking has become much more proficient. There are a number of location-specific tools already available for marketers and many businesses are already taking advantage of this innovation.
Geotargeting has already helped to transform a number of businesses and this shows in the data. According to Campaign Monitor, email marketers have used geotargeting to segment consumers using various criteria (including location). Through these efforts, they’ve been able to use marketing campaigns to increase revenue by 760%.
With all this information, you’re probably now wondering, how can you start implementing geotargeting into your next marketing campaign.
HOW GEOTARGETING RESULTS IN MORE TRAFFIC
To understand how geotargeting can help you, it’s vital to understand the location you’re working out of. Chances are there are already other businesses competing in the area where you’re marketing. If so, see what they’re doing and see what you’re doing better.
This will look different for every business. You may find that you’re offering the lowest price on a particular product within that area. Or, you may discover that your store is the only one offering a specific, highly-desired brand. If so, these are things you definitely want to mention within your next ad campaign.
However, even if you don’t offer a particular product or service that’s unique to the area, there’s no reason you can’t make it unique. For example, it may be in your best interest to offer a limited-time deal that no other store within the area is offering. The truth is, a good number of consumers find it difficult to pass up such deals. If your store continues to offer such deals, you may develop a number of long-term customers.
Of course, this is the main goal of any business - to develop a number of long-term customers. One of the best ways to do so - especially in a specific location - is to offer something that goes beyond limited-time deals. Something that customers can consistently rely on. While this will look different from store to store, things like coupons, special offers, or subscription services are key tactics to keep clients coming through your doors.
HOW TO APPLY GEOTARGETING FOR SMALL BUSINESSES
Your overall goal with any marketing campaign is to build an audience. With that, it’s vital you apply geotargeting in a way that will be sure to get an audience to engage with your content.
One way many businesses have done so is through pay-per-click (PPC) advertisements. PPC ads allow you to reach out to a specific location and reorganize data from your adds that compliment that area - such as language. The only difficulty with PPC ads is that they can cost a hefty toll on your wallet.
In retrospect, you only have to pay for a PPC ad when someone engages with your content. So, this is a good way to know your money is going in the right place. However, this may be an advertisement route you want to take later on after your business has already gotten rolling.
Admittedly, geotargeting is more preferred for those who offer a business that requires foot traffic rather than digital traffic. But the bottom line is to get people coming to your business, no matter where it is. And by advertising to specific locations for specific needs, almost any business can benefit from geotargeting.
The reason geotargeting makes your ad campaign so much more proficient is that it makes your advertisements more relevant to consumers. We already do this through a number of other ad techniques, such as focusing on a particular audience’s age group, gender, and/or buying habits. With that, advertising a person about their home city or state will have the same personal touch as any other technique.
Written by: Paul James