Digital Marketing

Leveraging Geo-Targeting As A Marketing Strategy

April 18, 2020 4 min read
leveraging geo targeting

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Leveraging Geo-Targeting As A Marketing Strategy

Reading Time: 4 minutes

Geo-targeting is the process of using the geographical location of a user in order to serve specific content. The geographical location is curated from the user’s IP address. Thereafter, the city or neighborhood-specific content or advertisement is served to the user to get the best results possible. Because of this reason, leveraging Geo-targeting as a marketing strategy has come a long way with its various benefits. If you have a business with a precisely fixed location, then Geo-targeting can do wonders for you. Or for instance, if your business has a product or service which is seasonal in one region but can be used all year long in other regions, then Geo-targeting can help your business expand its reach.

Every region or area has a different kind of audience. Therefore, even the needs and demands of the customers differ. Businesses can better implement marketing campaigns by leveraging Geo-targeting. Almost every individual has a mobile phone for their use. And Google research has also shown that almost 61% of mobile users prefer to purchase from sites that use location data so that it is convenient for users as well. Even users want to have content that is hyper-targeted. Relevancy of the present location of the users is a great advantage that users prefer. 

The Practices Of Geo-targeting in Marketing Strategy

Source: Media Challengers

Study Your Audience

A very important aspect for every business is to know what kind of audience to target and how to segment the audience. The segmentation should be based on the area or region from where you get the most number of visitors. Then according to the analysis, you can advertise the content to a specific audience accordingly.

Define Goals

Before you start working, you should be clear about what your goal is and what it is that you wish to achieve with the help of Geo-targeting. For instance, some businesses work towards getting more sales from a particular locality by increasing brand awareness with the help of Geo-targeting. Others work towards an improved lead generation from a particular city or state.

Schedule Your Campaigns

After gaining location data and patterns for the campaigns, the next step is to schedule the campaigns at the right time. Only when the campaigns are scheduled on time will it invoke users to take some action. For instance, if you advertise a deal which is related to lunch during dinner hours, it will not be as effective. Therefore, timing Geo-targeting makes the campaigns relevant, thereby driving interest and sales from the audience.

Use Personalized Campaigns

Studies have shown that when users come across campaigns that have relevance to their past actions and preferences, they are more likely to pay attention to the campaign and buy products. The advantages of personalized campaigns are well known to almost all businesses. With Geo-targeting, you can use details like not just the location and names of the users but other details as well. The location gives you an opportunity to not just know the town or city of the user but also the weather of the place. So you can personalize campaigns according to the weather, according to what the user has viewed in the past on your website and many more aspects. 

Take Local Events Into Consideration

The more relevancy your campaigns have, the more strong will your position be in the market. Know what is going on in a specific area and then design the content of your campaigns around those events. Users relate more to campaigns that have relevance. Moreover if your campaigns are more than just about you trying to promote a product or service, you come out as more than just a store. Users look up to the website as a source of information as well. That is how you can also create a space for yourself in the day to day life of the customer.

Start Geo-targeting Today

Marketing is the most important part of running a business and gaining success. And Geo-targeting is making the process of marketing easier as well as advanced with time. The information provided by Geo-targeting businesses can run better-informed marketing campaigns. Users build a relationship with the business, therefore the sales of the business push forward. 

A one size fits all campaign will never be as effective as a campaign which has personal information that entices the users. When businesses drive traffic with the help of Geo-targeting, they save a lot of money. Leveraging geo-targeting will help in saving money as well as resources, while still helping businesses in achieving success. 

FAQs:

1. What is Geo-Targeting?

Geo-targeting is the process of using the geographical location of a user in order to serve specific content. The geographical location is curated from the user’s IP address. Thereafter, the city or neighborhood-specific content or advertisement is served to the user to get the best results possible.

2. How is Geo-Targeting beneficial for a business?

If you have a business with a precisely fixed location, then Geo-targeting can do wonders for you. Or for instance, if your business has a product or service which is seasonal in one region but can be used all year long in other regions, then Geo-targeting can help your business expand its reach.

3. How to practice Geo-Targeting in Marketing Strategy?

  • Define what your goal is and what you wish to achieve with the help of Geo-targeting. 
  • Study your audience and then advertise specifically targeted content for them.
  • Schedule the campaigns at the right time. When the campaigns are scheduled on time, they will invoke users to take some action.
  • Use Personalized Campaigns. Studies have shown that when users come across campaigns that are relevant to them, they are more likely to pay attention to the campaign and buy products.
  • Know what is going on in a specific area and then design the content of your campaigns around those events. The more relevancy your campaigns have, the more strong will your position be in the market.
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