Targeted marketing tends to produce results that less-specific alternatives cannot match. There are plenty of ways to target particular audiences today, many of which have only become available fairly recently.
While it can certainly pay to target particular demographics, using geographic location often ends up being the best way to focus a marketing push. Advanced geotargeting tools have made this an especially accessible and flexible option.
There are, in fact, several particularly powerful ways to leverage geotargeting that regularly end up being well-suited to common situations. Become familiar with the following three ways to work geotargeting into your own campaigns and you will become an even more effective marketer.
1. Direct Visitors to Location-Specific Landing Pages
Marketers know that there is never any one message that will prove most persuasive to every conceivable recipient. While PR specialists like violetpr.com are able to leverage mass communication very effectively, approaches that account for individual variation always have their places, as well.
Geotargeting can be used to make contacts with leads significantly more personal and specific. Particularly when a broader strategy is already being used to push a basic proposition, location-specific landing pages and other messaging media can be employed to fine-tune it effectively.
Adding a bit of local flair to a landing page or email, for instance, will often make readers quite a bit more receptive. Incorporating references to local news or landmarks into marketing is normally both easy to do and effective.
While geotargeting is not a panacea, it can be used to break through some of the resistance to marketing that so many people today have developed. Knowing where a person is at the moment can be just as powerful as being informed about age, income, and the like.
2. Narrow Down Your Audience
Marketers sometimes reflexively adopt an “opt-in” approach to targeting, but geotargeting often works better when employed the other way. Geotargeting can be an especially effective means of narrowing down an audience that was defined based on some other factor.
This is because it is often easier to determine where members of a desirable cohort will not be at a given time than the reverse. In the middle of the summer, the number of students hanging around a given college, for example, will normally be a lot lower than at other times of the year.
Relatively persistent demographic factors like age and income level are most often used to proactively, positively build audiences to target. As a more fluid, temporally fluctuating factor, location can be more effective when it is used to narrow down the focus.
3. Make the Most of Your Budget
Making the most of a marketing budget should always be a top priority. Even where there are other goals that need to be respected, making more efficient use of marketing spending will never be anything but helpful.
Geotargeting often proves to be a particularly powerful tool for marketers who are looking for ways to stretch their spending further. Using geotargeting to inform bidding on advertising, for instance, will often put a given business well ahead of the competition.
Enabling such results always requires figuring out just how much location matters to a given business. Some companies end up spending far too much on geotargeted ads because of pricing pressure produced by excessive competition.
As with other effective ways of using geotargeting, getting a budget under control in this fashion can end up being especially rewarding. Geotargeting might not be the solution to every marketing problem, but it is a tool that is well worth learning about and using.