Using Geo-Marketing to Reach the Right People at the Right Time

Most people know that the golden rule of real estate is location, location, location. While you may not think that real estate and digital media buying have much in common, the principle of “location, location, location” is crucial to success in both industries.
To use digital marketing to strengthen your branding strategy and create awareness, you need to make sure that your business is in front of the right people at the right time. That means that you need to have a clear understanding of where your target audience is spending their time online and how they like to interact with content.

To take the principle of “location, location, location” one step further with digital marketing, it’s important that today’s businesses are aware of what geo-marketing is and how they can leverage it to drive results.

What is Geo-Marketing?
Geo-marketing takes the idea of “location, location, location” literally by displaying content to users that is relevant to their location. So, for example, if you operate a restaurant and are trying to attract locals at dinnertime, you could use geo-marketing to serve an ad to users that are within a three-mile radius of your restaurant to drive dinner traffic. When implemented well, geo-marketing enables your business to reach your ideal customers at the optimal time with content that resonates with them. As a result, this effective marketing tactic generally results in higher conversion rates.

Common Examples of Geo-Marketing
There is more than one way to approach geo-marketing, and your method of choice should align with your overall goal. Outlined below are some of the most common examples of geo-marketing to help you deliver the most relevant content to your target customers based on their location:

Language-Sensitive Homepage
One of the most straight-forward ways that business are using geo-targeting today is to automatically detect website visitors’ country of origin when they arrive on the homepage and display content in the appropriate language. Thanks to the internet, the world is becoming a smaller place. If your business targets consumers from around the globe, using geo-marketing to create a language-sensitive homepage is a smart move.

Hyper-Local Ad-Serving
Another popular way that businesses are using geo-marketing to get their brands in front of a local audience is to embrace hyper-local ad-serving through platforms such as Google Adwords. Hyper-local ad-serving allows you to serve relevant ads to users in a specific geographic location. For example, if you operate a pizza restaurant in Miami, Florida and utilized hyper-local ad-serving, an ad for your business would display in the search results for consumers in Miami looking for a local pizza restaurant.

Hyper-Local Social Media
If you operate a local business and want to tap into the crowd that lives and works within close proximity to your place of business, you need to be intentional about attracting social media followers near the physical location of your business. Once you’ve built-up your base of followers, you can use hyper-local social media to send them highly targeted messages about special offerings, upcoming events, and more. For example, if you operate a local coffee shop, you could use the geo-marketing tactic to offer a $1 off coupon to any social media followers that have checked into your business on Facebook in the past three months. Because these people are in your area and have visited your place of business before, they’re more likely to claim your offer and convert.

Majority of Consumers Enable Location Sharing on Mobile Devices
According to the latest stats from Pew Research, 77 percent of Americans now own a smartphone, and the majority of these devices come equipped with location-aware hardware and software. Also, the majority of apps that consumers are using on mobile their devices ask for them to enable location-sharing. In fact, research shows that 9 out of 10 consumers keep the location services function on their smartphones turned on, allows businesses to tap into geo-marketing tactics to drive more foot traffic.

Considering that most consumers have the location services function of their mobile devices turned on, it makes sense that Google smartphone queries for “near me” searches is up 146 percent. And, with the convenience that location services provides to consumers and the requirement for the feature to be turned on to use many different apps, we can expect that even more consumers will agree to share their location going forward. From a marketer’s perspective, the location services feature creates a huge opportunity to be able to tap into the local audience and send them highly-targeted content that is relevant to their location.

If you want to embrace geo-marketing in 2019, we can help. Our team at New York Ave can help you to build a personalized digital marketing strategy that leverages tactics such as geo-marketing to help you reach the right people at the right time. Contact us to learn how we can help you to drive more qualified leads to your business.

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