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Small business

How to geo-fence and geo-target your advertising

Earning more clients isn’t easy, is it? It requires you to make sure that you’re always ahead of the competition. If you’re not adopting the latest and most effective techniques, you run the risk of being left behind.

The key to effective marketing is making sure you’re targeting the right prospects. In order to be successful, you must be able to discern which prospects are most likely to become customers. This is where geo-fencing and geo-targeting come in. Using these tactics, you can more easily reach the people who might be willing to become recurring customers.

What Is Geo-Targeting?

Geo-targeting is a technique that involves delivering different types of content to one of your customers based on their location. You can use geo-targeting to reach out to customers through paid marketing, organic search and email marketing. You can also geo-target through social media as well.

Reaching out to people in a particular region can provide several benefits. Depending upon the type of services or products you offer, you can tailor a more customized solution to prospects in a particular location. For example, let’s say you have a clothing line. If you’re targeting customers in the Pacific Northwest, you might market warmer types of clothing since the people in that region are more likely to be looking for garments that will help them combat the cold weather. Makes sense, right?

Geo-targeting works well for both new and repeat customers. However, if you’re looking for a way to promote customer loyalty, you might consider geo-fencing.

What Is Geo-Fencing?

Geo-fencing is a tactic that involves creating a “virtual fence” around a particular region. When people enter that region, they will receive text messages, alerts, or other types of content on their mobile phones. Of course, the user will have to opt in to this service before you can use this type of marketing, but it is a wonderful way to get customers to continue to buy from you.

There are a few different ways you can use geo-fencing. You will want to figure out the most effective ways to use this technique for your type of business. For example, if your business sells fishing equipment, you may form a geo-fence around the nearest body of water. When a user is near that location, they receive an alert by text message with a coupon that gets them to come to your store.

Whether you’re using geo-targeting, geo-fencing or both, it is important to create a winning strategy.

Target The Right Locations

The most essential factor in creating a geographic marketing plan is choosing the right locations. The last thing you want to do is waste time and money marketing to people who are not likely to buy your product or service.

Pinpoint the locations where your customers most frequently visit. This may require some research, but it’s worth the time and effort. If you sell textbooks, target universities. If you sell sports equipment, you might hone in on local stadiums and gyms. If you’re feeling sneaky, target an area where your competition is. You might be able to snag a few customers from other businesses in your industry.

When Should You Reach Out?

Another element you should consider is time. What time of day are the majority of your customers visiting these areas? Knowing this information will enable you to target your campaigns more efficiently. For instance, if you own a nightclub, you probably don’t want to reach out to people at noon. You want to wait until it is nighttime and engage with your prospects when they are out for a night on the town!

Test, Test, And Test Some More

When you finally create a marketing campaign that drives results, it is tempting to stop experimenting. Don’t make this mistake. You should always be testing new and more creative marketing strategies.

Your objective should always be to earn as many customers as possible. You can’t do this if you’re only using one type of strategy. Keep playing with different types of ad campaigns. Use different types of content. Consider providing different types of offers. Figure out what really works. The more you work to enhance your marketing efforts, the more customers you will earn.

Start Small

When you’re implementing a geographic marketing campaign, you might think that you should target as wide an area as possible. However, this is not the most effective way to reach the right people. Rather than targeting an entire city, it might be wise to target a specific county or neighborhood.

Starting small makes it easier for you to figure out what works and what doesn’t. It also helps you find out which locations give you a better return on your investment. It might take some time, but once you know which areas are the most profitable, you will be able to save money because you’re not targeting areas that don’t yield any results.

Marketing is essential to the success of any business, but it can be quite a challenge. Using geography is one of the best ways to make marketing easier. Using this type of strategy may not produce instant results, but over time you will see your business grow. Be patient, continue to optimize your approach and you will reap the rewards.

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