You may have heard of geotargeting. It’s a hot topic, most recently connected with deciphering how fraudulent voting could be used to steal an election. If you can track cell phone locations, you can determine more about the patterns of people’s behavior.
But what about in marketing? Could geotargeting help you advertise to people within a certain distance from your business.
In a word, yes.
Geotargeting allows you to customize your messages, even using local slang or jargon to appeal to consumers interested in doing business right in their local economy. It allows marketers to specify a location or set of locations where they want their ads to be viewed. This tool is critical for businesses that rely on local business to stay afloat, such as restaurants or brick-and-mortar stores.
Here are a few guidelines for how to use it effectively to target new business in your area:
Target Near Your Location:
This is the most obvious strategy. You’ll want to get the attention of your target audience where they intersect with your physical location.
Target Near Competitors
Get a little sneaky and make sure you’re whispering in the ear of your competitors’ customers. Make sure you are geotargeting around their physical location. You might woo them with a discount or just a clear message about what makes your brand superior for meeting their needs.
Now that you’ve geotargeted your location and that of your competitors, it’s time to dig a little deeper and think about the places your target audience visits. Are you a sports equipment store? Maybe you’ll want to target the local rock-climbing gym or the community college rec center. If there’s a pizza place that everyone goes to after practice, that would also be a good choice. Or you might target the perimeter around the local coffee shop because that’s where all the moms gather after yoga.
Geotargeting isn’t all that new, but it is one of the more underutilized marketing tools. Learn more about using it as part of an all-in-one automated marketing solution by contacting us at DirectMail.io.