Geotargeting marketing is believed to be one of the most dominant trends this year for any business looking to make big wins. While the concept of conducting marketing based on the location of specific users is in no way novel, the tools available have grown so sophisticated that ROI is no longer negligible.
Using these tools blindly, however, or just to understand the demographic patterns of your users is a complete waste of time and money.
This is a lesson I’ve learned the hard way. Lucky for you, it means you don’t need to do the same 🙂 Keep scrolling to understand how you can use geotargeting marketing to increase conversion.
Customise your communication and content according to local interests and events
Any business worth their salt knows that driving value to customers doesn’t just stem from supplying good products or services. Brands have to familiarise themselves and leave an impression by providing customers with tidbits of information that are relevant to them, and the best way to do so is with geotargeting marketing.
With this data, you can find out where you have the most subscribers/customers/leads and provide them with locally relevant information including content on local events, interests, pastimes and use that knowledge to drive them to conversion.
Personalisation is, arguably, one of the biggest trends for marketers around the world. Use IP geolocation tools to drive customisation that leads to positive customer behaviour.
Localise landing pages in a meaningful way
Landing pages often comprise either big wins or losses for marketers. It is here that leads make the all-important decision of whether they want to make a purchase or find out they’ve wasted their time.
As such, the content and design of every landing page must be done with the utmost customisation in mind; a feat possible with geotargeting marketing tactics.
Certain platforms leverage dynamic content and site redirect tools that change the page’s content and URL based on the location they’re accessing it from. This means that users will see the same landing page customised to the area they live in.
Here, this doesn’t just mean changing the image background and being satisfied with that. It also means that you do your research and customise content in a way that’s familiar to users from the area. Whether this includes using local phrases or referencing the culture of the locale, do what you need to do to improve conversions.
Don’t just look at where your users are – look at where they’ve been
Beyond just identifying where your traffic is coming from, geotargeting also helps you target your ads and other advertising efforts to where your customers have been.
If you’re in the business of retailing occasion-wear or party outfits, for instance, you could use geotargeting to target an audience that visits certain locations like pubs or nightclubs.
This is exactly what Urban Outfitters did with a party dress campaign. Using geo-bidding, they targeted women who had recently visited certain social hubs and increased their conversion by around 75% and revenue by a stunning 146%.
By using geolocation data in a strategic way, therefore, you can boost profit, revenue, and customer loyalty in more ways than one. Using IP geolocation tools for the most rudimentary marketing activity is a waste of your time, money, and effort.
Fencing in your audience
Another tactic marketers use is geo-fencing. Here, a kind of virtual fence is built around a certain area, to protect a business’ audience and keep competitors at bay.
In practice, this means highly localised marketing campaigns where you zero in on locations where your ideal audience lives or works. Thereafter, you can send them customised messages and push them towards the behaviour you want to see.
Whole Foods is an organisation that has demonstrated the effectiveness of this kind of geotargeting marketing strategy, having used it, successfully, to improve their post-click conversion rate.
Use geotargeting marketing to boost your conversions!
With the use of sophisticated geotargeting marketing tools, reaching the end of the sales funnel doesn’t have to be as challenging as it once was.
In this process, it’s important that you resist the urge to be basic – don’t just use this data to convert prices or shipping information. Go all out for bigger rewards and more impressive ROI.
To find out more about the latest marketing strategies and tools, head to the Hype blog today!