Why is Geo-Targeting Important for Business?

Do you own a brick-and-mortar store and are wanting to get more foot traffic and sales by branching out digitally?

While opening up your business to the world may come across as exciting or even intimidating it is becoming a necessary step for many businesses and with much of the world now online, you may be missing out in a big way by staying offline. Going online could be as simple as listing your trading hours and address, but if you want to give your business the best chance for success, if you want to get those sales, then something you should take into consideration is geo-targeting.

Geo-targeting is a digital marketing strategy that delivers your customised content or ads to your audience based on their geographic location.

For instance, if you are looking to bring in more foot traffic to your storefront business, then your digital marketing campaigns need to reflect that. You should be advertising to people in your immediate vicinity or area, to encourage them to come in store.

Mistake number one - not utilising your location.

There is no point in wasting your money on paid advertising for an audience that is on the other side of the world or country, or even in a different city.

For instance, if you are a small-town cafe who is just looking at getting some extra in-person sales. Then targeting a radius around your specific location is going to be the most effective.

That’s not to say you can’t advertise elsewhere or branch out further, that’s just not where your focus should be. Your main focus needs to be on the people most likely to walk into your store on any particular day they see your ad.

When geo-targeting you should consider the type of language that is used by your audience in said location. Are you targeting a small country town, where everyone knows everyone, or are you targeting a big city, where there are all walks of life? Are you near an airport or major connection, where your geo-targeting would be reaching a larger demographic, with people of varying cultures and lifestyles?

You need to tailor your advertisement accordingly if you want to be successful. Whoever you are targeting, consider what directly appeals to them and can be easily understood by them.

Geo-targeting is a great way to appeal to an audience based on vacinity.

Does your local area have an event on that you know your audience will be attending? Piggyback off of it, or utilise it in your own promotions. Consider sporting events, festivals, concerts, or even something like a movie release. Just think about how many businesses utilised the recent release of the Barbie movie. By selling items that related, were barbie themed or were pink. They were able to use somebody else’s product to sell their own.

Pubs often do this when sporting events are on and even offer discounts on drinks if you choose to watch the game there or celebrate after the game.

So if you know that is an event on or coming up in your local area, utilise it.

You don’t have to choose your local area either, while it works well for businesses with storefronts, if you are an online business, perhaps your product would appeal more to those who live/work elsewhere. Consider who your targeted audience is and tailor accordingly.

Geo-targeting helps to improve customer/audience engagement and user experience. It also helps you stand apart from the crowd, by having personalised and focused promotions rather than generic and generalised. It is a versatile digital marketing strategy that can help to promote your product/business/services to the right audience and drive higher engagement and conversions.

GoogleAds and social media advertisment (Facebook, Instagram, etc), allow you to include geo-targeting in your advertising parameters, so make sure you are using this digital marketing strategy in your campaigns and promotions to boost your chances of success.

If you need help utilising Geo-targeting for your business, then Contact me today or join The Digital Branding Journey, where I will deep dive into your business and help you to generate leads, increase your traffic and build your brand through engaging creative content.

Until next time, Happy Writing!

Hi there! I’m Kaeleigh, a Digital Marketer with a focus on Creative Content & Copywriting, who helps business owners and entrepreneurs generate leads, increase traffic and build their brands through engaging creative content.