Learn to use Geo-targeting to pull location specific clients

October 27, 2016

Pinpointing the geographic location of your ideal client can help you reach another specific group of clients.  The accessibility of  Bluetooth marketing can help you effectively market to your ideal audience.

Because of the profusion of smartphones with GPS technology, Geo-targeting can be another way to increase visibility.

Geo-targeting personalizes market messages to consumers based on their location, connecting consumers with products and services they need when they use search engines.

Let’s say you’re in another city and want to grab a bite to eat and top off the tank before you head home. When you type in restaurants, local venues vie for attention based on keywords like family restaurants, burgers and pizza. Maybe you’re in an unfamiliar area of town to see a play. Afterward, you run into friends. Where can you go for dinner? A jazz club? Coffee? Again, using keywords to search for venues, businesses in that geographic location will populate the results page.

Making your products available to visitors passing through your location through Geo-targeting.
Making your products available to visitors passing through your location through Geo-targeting.

Look into Geo-Specific Marketing

Geo-targeting reaches visitors in a specific location for special rewards and incentives. It attracts attention and sales to your locality. If you’re attempting to snag the after-Theatre market, you might offer discounts to those clients who present programs or ticket stubs. In his in-depth article, “10 Practical Tips for Using Geo-Location to Reach Your Target Audience” Wesley Young outlines useful points to help you understand specific applications of this marketing tool.

Another shade of targeting is Geo-fencing. Tracy Vides’ illuminating post, “How Geographical Marketing Can Supercharge Your Marketing” explains it this way: “Geo-fencing is a sub-tactic within geo-targeting that identifies users within very specific geographical area based on their GPS coordinates.”

Location, Location, Location

This location-based service sends messages to smartphone users entering a defined geographic space. It targets and tracks consumers who travel through specific areas, in some cases, up to 30 days. For example, a company may send special promotions and mobile ads to smartphones when consumers enter a neighborhood, specific store or shopping mall. When implemented accurately, it can increase your Click Through Rate. (CTR: people who click on your ad after seeing your ad.) This increase conversion rates and especially your Return on Investment (ROI.)

Companies can also target consumers in a hyper-specific location when they step near or inside various establishments.  Beacons (iBeacons for iPhone users) generally broadcast a specific message over and over. They pair up with specific opt-in apps on user’s smartphones which in turn send consumers special ads via Bluetooth technology. Unlike Geo-fences which promote the business as a whole, say for example a grocery store, their use can be more specific: by floor, or department. Their use may even include promoting specific products, like a ground-beef special or a one-day-only end-cap sale. These tools can be used together to locate your target audience, trigger location specific engagement, whether you are marketing locally or globally.

To read Tracy’s article click here.

Have you been anywhere that these campaigns were being used? Let us hear from you about how they impacted you.

To see the next installment in this series: Web Content: Weigh What You Say