GEO MARKETING

Geo-marketing is not a short-term marketing strategy, nor is it a campaign by itself. Rather, it is a tool we use to determine strategies and create campaigns—a method of handling data that creates powerful and actionable insights into the market environment.

Geo-marketing is the use of location knowledge to frame marketing efforts, using digital mapping to organize and display data for review and decision-making. The digital map allows marketers to analyze data by geographic region (such as a suburban area bordering a major city) or specific physical location (such as a particular store). Today’s digital technology, with location data available through social media and mobile devices, will only help this marketing approach continue to increase in power and capability.

Geo Marketing | Location Based Marketing | e-Mod Marketing
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Benefits of GeoMarketing

Geomarketing is proven to help improve local search positioning. The Kissmetrics data cited earlier shows that half of all web users only do business with the top three search results. So using geomarketing tools effectively can drive traffic, leads, and sales.

Geomarketing also helps you target mobile and social media users by using techniques like social check-ins to create more relevant offers.

In a nutshell, geomarketing makes it easy to engage your audience with quality, relevant content that’s hyper-targeted to where they are now. And it can help businesses that operate both online and offline to cross-pollinate their offers, enticing mobile users to shop in-store, and vice versa.

Know Your Audience

Like all marketing, it’s helpful to start by defining your audience.

You’ll be able to find how many of your visitors come from specific geographical areas via analytics software. In Google Analytics, you can navigate to Audience » Geo » Location to get an overview of the countries your visitors are from.

Combine this information with what you already know about your customers from your buyer personas, and you’ll know who you’re targeting in which location for your geomarketing strategy.

Geo Marketing | Location Based Marketing | e-Mod Marketing

Focus on the Right Locations

When starting out with geomarketing, it’s also essential to focus on the right locations. As we saw, you can identify where your audience comes from as one way to do this.

But you can also use what Fortune calls “focal clustering” to get even richer data on what audiences are looking at so you can target marketing even more finely to their preferences and interests.

For example, if you know that a customer has visited a particular location multiple times, it’s a no-brainer to highlight a deal that’s specific to that location.

Set Goals

It’s also essential to figure out in advance what you’re hoping to achieve by geotargeting your marketing. Typical marketing goals related to local marketing include:

Getting more sales from a particular locality
Increasing brand awareness within a region
Successfully promoting a local or regional event to increase signups, subscriptions or attendees
Getting more traffic from a certain geographical area
Improving lead generation from a town, city, or state
You may also want to target new customers, launch new products and services, or build a presence in a new market.

Geo Marketing | Location Based Marketing | e-Mod Marketing

Optimize Content for Local Marketing

Next, make sure your website and content are set up for local marketing. This includes:

Using schema markup on relevant local business pages
Ensuring you have business listings on Google, Facebook and elsewhere
Optimizing your site for local SEO
This will make it easier to use a range of geolocation marketing methods, such as Facebook geotargeting or AdWords geotargeting.

You can also use this data to create local landing pages as destinations for consumers in particular areas. See our expert tips on landing page optimization for more guidance.

Time Your Campaigns

When you have location data and start to see patterns, you can time campaigns at the right time to get your audience to take action. There’s no point in showing promos for breakfast deals when people have already eaten.

In contrast, if you know that certain users are in a specific area at lunchtime, that’s the perfect moment to tempt them with a discount lunch coupon.

Timing geomarketing campaigns makes them even more relevant, and relevance drives interest and sales.

Get Personal

By now, most marketers know about the benefits of personalized marketing. Research from Accenture shows that 75% of consumers are more likely to buy when offers are personalized based on their past actions. Contact Us!