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Geo-Targeting: Customizing Campaigns for Small Businesses

Businessman using a tablet device to locate customers through geo-targeting.

In the current competitive world of digital marketing, you need to leverage your marketing campaigns to get ahead of your competitors. One of the strategies businesses use To ensure their marketing is successful, businesses use location-based approaches such as geo-targeting.

Geo-targeting is a type of marketing that sends advertising messages based on the consumers’ location. It sends promotional messages relevant to a specific locality and bases information on consumers’ online activity. It’s an efficient and effective marketing strategy as it targets the people most likely to buy from you.

In the US alone, 85 percent of people own a smartphone. Geo-targeting allows a business to market using location data to access these smartphones. A study also found out that using location-based data has made marketing campaigns 80 percent more effective.

Geo-targeting has helped several enterprises, especially small businesses, obtain better ROI from their marketing campaigns. Here are seven effective ways how customizing geo-targeting can leverage your campaigns for maximum results.

Geo-Targeting Your Location

As a result-driven entrepreneur, you want to get the most out of your marketing investments. Therefore, it would be best to target local customers who are likely to turn into loyal customers rather than target masses of people online who may not even be interested in your services.

Through geofencing, you can create a virtual boundary in the areas that your business operates in and send your prospects promotional ads when they enter or even after they have left the boundary. Maximum utilization of local customers will lead to more engagements, increased local sales, and increased customer loyalty.

Geo-Conquesting

Geo-conquesting is simply attracting customers away from your competitors. With geo-targeting, you can target the locations of your business rivals. Even the ‘big companies’ started expanding their businesses by targeting competitors’ customers within their reach. You can also do that thanks to geo-target marketing.

To increase the chances of winning your rivals’ customers, you can entice them with some special deals. Always tantalize your promotional messages with offers, discounts, free deliveries, and so on, to make your deals irresistible.

Geo-Targeting Content

Through geo-targeting, you can optimize your content to provide relevant information to your prospects. Usually, customers have different wants. Therefore, you need to create content for specific audiences with common needs/problems.

You can optimize your SEO with customer-centric keywords that will appear higher in the search engines when a consumer is searching for related information. You can also optimize your website to have the right information and keywords that rank higher in the search engines. In other words, geo-targeted content such as emails will have higher conversion rates than spammy and generalized content.

Determine Promotions Geographically

Geo-targeting provides you with the chance to define your promotions based on customers’ location. You can leverage your campaigns based on the consumers’ local climate, culture, weather, or even the local trends. It helps you choose relevant and highly effective ad campaigns that are likely to increase your conversions.

For instance, during a rainy season, a clothing outlet will customize its campaigns with only coldwear promotions, as there is little need for beachwear. You can also optimize your ad campaigns based on the customers’ interests or shopping patterns. This makes customers know that you understand their needs and you’re ready to solve their problems.

Make Good Use of Specific Events

Events or activities will not cease to take place despite the shocker caused by Covid-19. It would be best if you took advantage of these events to increase your marketing returns. Even those events happening unexpectedly, such as snowstorms, and even the ongoing pandemic, should be an opportunity for a result-oriented business.

For example, suppose there is a sporting event in a school or stadium. In that case, a fast-food outlet can make the best use of the event by sending relevant promotions of deals on certain meals for the day. This campaign will not only market their services but also build and grow their brand/business. You should always have an entrepreneurial mindset to tap into any emerging business opportunity. The wise say, “strike while the iron is still hot.”

Use Location-Specific Keywords and Wants/Needs

For paid search ad campaigns or pay-per-click (PPC), geo-targeting customization can help you place location-specific keywords. It can set keywords that are relevant and particular to your targeted location. Such as the location name, ZIP code, landmark names or well-known streets, neighborhood, popular event names, and so on. This makes it rank higher in the search engines when consumers search for businesses in your location or targeted area.

With geo-targeting, you can also identify locations with similar wants. For example, learning institutions such as universities and colleges are more likely to have common wants and needs. This enables you to tap into a large number of prospective customers at once while also saving on costs. Stadiums, hospitals, airports, beaches, etc., are other locations you can meet people with common interests.

Geo-Aware Targeting                 

In addition to targetting the right audience, you should also provide them with relevant and problem-solving information. That is, you can use consumers’ location data through geo-aware targeting to improve your ad targeting.

Through geo-aware targeting, you can customize your ads to match consumers’ interests or nature with the help of data (consumers’ information) at your disposal. For example, you can customize your ads or landing pages to match middle-class households. Place incentives such as “buy one, get one free,” posh or wealthy households may not be interested in free stuff hence the relevance.

Wrap Up

You can always use analytic insights or information collected about your targeted audience to leverage your geo-targeted campaigns. For example, your potential customers’ history, such as buying patterns and preferences, can help customize your marketing campaigns and subsequently increase your ROI.

Geo-targeting gives you an impeccable opportunity to tap into a potentially rich customer base while excluding those areas with lower conversion rates that only eat into your marketing budget with no meaningful returns.

If you want to focus your campaigns on the people most likely to buy from you, then AdCritter is your ideal solution. We have incredibly powerful targeting tools that can leverage your marketing campaigns and remarkably grow your business. Contact us today for simple, effective, and affordable ad creation and targeting services.

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