With the world being more connected than ever, it is almost impossible to go somewhere with a smart device and not have some app or Google search know your location in that present moment. This geographical integration has changed the way marketing connects with audiences, and is now one of the optimal ways that content is delivered to consumers in specific locations.
In its most basic form, geotargeting can be seen as content delivered to a consumer, usually by mobile device, using the geographic location of the individual. Businesses are able to restrict its reach to include only people in that geographic area, and can take advantage of local events and points of interest to harness the potential customer base.
Businesses are gaining the benefits of geotagging, by directly linking to areas where consumers, or potential consumers, may be. In many cases, it has allowed for stronger website engagement due to location specific optimised marketing techniques. It isn’t only a great tool for marketing, but can allow you to better understand your audience and how to connect with them.
- Using Location Specific Wants and Needs
Use the locations around you, and the crowds they get, to your marketing advantage. From sporting stadiums, museums, airports and schools, you can find a venue where your target audience (or at least a sub section of it) is. If there are events coming to town, it may be worth strategising your marketing to include that specific geographical location. For example, if there is a mums and bubs convention coming to town and you have a babysitting service, you can market towards that location and target an audience that may be interested in your services, and become potential leads. Use the characteristics of the physical audiences around you to best time and implement your marketing campaign.
More than that, you can use local weather or celebrations to your marketing advantage to target potential consumers. This can be seen through weather events. If, for instance, there was a heatwave set to come in a week to areas around your air-cooling business, you can specify your marketing towards that weather change and those that could be affected.
- Location Specific Keywords in PPC or SEO
Geotargeting isn’t solely dependent on someone sharing their physical location. Most of the time, the way in which people search for products and services that are area specific is more telling. It is common for simple Google searches to include a geographical location of interest. It is a way by which consumers narrow down the area to pinpoint the service that will most fulfil their needs.
Including local points of interest, area codes, neighbourhoods, street names and such within your content or keywords may increase your chances of being seen as the best provider in that area and reach those searching for you. When it comes to PPC advertising, by simply including these specific location points within your content, you can be found easily in a user’s Google search. Also ensure that when marketing through PPC that any landing page is specific to consumers in that area. If it is not customised to that given location, the conversion could be lost.
Alternatively, when optimising your site content for better search engine rankings, it may be best to include the areas that surround your business location. With 46% of all Google searches being about local destinations, this can be a critical inclusion for your SEO, and business overall. Not only does this benefit your overall Google ranking, but it also allows those searching for services and products like yours in the area to locate it.
- Geo-Fence your Radius to Your Advantage
Using geo-fencing technology, you are able to narrow the perimeter around your brick and mortar store, and drive a marketing campaign to those within the area. This can be anything, but most often seen is deals to those specifically in the area to drive interest to your physical store. More than that, you can target a competitor’s location and intercept those who are looking for the same product or service and point them to your location.
- Use Physical Geography
Going hand in hand with the last point, you can use physical locations to your advantage. It can allow you to harness the information of users in your specific area and better understand local demographics. Lining up your marketing with your target audience, what area they may reside in, locations of interest or where they work, may allow you to better market your products and services.
Not only can you specify target locations, but you can also exclude others from your reach. Exclusion can be any area that you do not wish to target, based on a multitude of things. Excluding these locations can help you to further target your ideal audience, and create relevant messages for improved engagement to those in a geo-targeted area.
Refine the way you engage with target audiences by taking advantage of geo-tagging. By geotargeting a specific area or location of interest you can further target your marketing campaign to your ideal audience. Knowing your target audience, and implementing customised marketing towards them, will only strengthen your overall message as a business, and differentiate you from others in the area. Customers relate better to location specific marketing, and this will not only allow you to engage with your consumers, but have a better ROI overall. Use geotargeting today, and better optimise your marketing campaign towards your audience.