Article

Brian Handly
Brian Handly 30 June 2021

Tips to Use Geomarketing to Drive Traffic to Your Location

An estimated count of 6.3 billion users carry smartphones in 2021. The number is only expected to rise in the coming years. Take a look at this graphical representation to get a better idea.

 

Smartphone-user.png

To stay competitive, business owners must start focusing on marketing efforts reaching an increasing base of mobile audiences. This idea boils down to leveraging location-based marketing or geomarketing if you own a brick-and-mortar business, geomarketing can prove highly beneficial in your quest to get more returns from your marketing strategies. 

But, what exactly does geomarketing signify? 

What is Geomarketing?

Geomarketing involves the inclusion of geographical data into marketing strategies to deliver notifications and messages related to the audiences’ geographical locations. 

While mobile and web users may share their location data while interacting with businesses, physical locations can also be detected by IP addresses, GPS technology, or even cell phone towers.

Here are six tips for effectively using to drive traffic to your brick and mortar stores.

1. Define your Audience

One of the biggest mistakes done by noob marketers is attracting a broad audience group without focusing on budget constraints and ROI. Instead, your best bet is to concentrate on reaching the kind of customers who already have an active interest in your business and line of products.

Hence, investing in marketing services becomes more critical by minutely analyzing the target audience for your business. 

Your geolocation marketing should start with questions like, ‘who is your business targeted toward specifically?’, ‘what types of ad campaigns resonate with their taste and liking?’.

With more customer data, preferences, and purchase habits, you are more likely to get the most out of your location marketing efforts.

2. Utilize Geofencing

Geofencing is one of the best geomarketing tools available in the market. It is crucial to note that geofencing isn’t primarily the same concept as compared to geomarketing.

While geomarketing refers to the process of targeting an audience within a specified physical area as denoted by geographical factors. On the other hand, geofencing defines those physical areas virtually without a physical or tangible demarcation, almost like an invisible fence.

Geofencing marketing comes across as an effective means of collecting customer data and their physical presence. The primary reason being the ability to acquire users’ IP addresses through this marketing method.

3. Focus on Offering Irresistible Ads 

All in all, a marketing campaign plan can only prove to be as lucrative as your ad campaigns. Simply serving up ads on relevant platforms isn’t enough to attract customers to do business with your company. Your movements must be hard-hitting and value-adding at the same time for customers to take an interest in them. Timing and incentives are two great aspects of successful ad campaigns. 

For instance, while roaming at a local mall, you are served with a banner pop-up on your favorite shopping app on your mobile device. It depicts that the store just a few feet away runs a promotional sale campaign, but only for the next two hours. Given the time-sensitive factor, your customers might find themselves visiting the store to shop something at a 50% discount. 

American Eagle targeted foot traffic data to boost sales at its retail outlets. They approached a geofence at mall parking locations to serve notifications to customers. The result? A threefold increase in conversions. 

Do not underestimate these simple factors that turn out irresistible for several shoppers. ‘FOMO’ and a great discounted deal are often too good to pass up.

4. Don’t Ignore Repeat Customers

As you begin setting up a marketing campaign, don’t rub off the importance of catering to the already loyal customer base. After all, it’s much simpler and way cheaper to target existing customers than bring in newer audiences.

Offering discounts and lucrative coupons through geo-targeted ads is a great way to attract former customers who shopped from your website.

5. Determine Your Parameters

Geomarketing has tremendous customization capabilities. Businesses can target potential customers within a specific block, within a mile, or even an entire city in some cases. While strategizing for new campaigns, you can mix and match among any of these digital parameters to explore the possibilities of geomarketing.

For instance, targeting a small perimeter might introduce your business to a handful of people. However, since that local audience is closer to your physical store location, they might be more interested in your business than visitors that might be from a far-off place significant. 

6. Optimize Content for Local Audiences

It’s essential for businesses to curate content to set up outreach among local customers. The website must be equipped with the following strategies. 

  • Relevant local business pages must have schema markup set up.
  • Business listings must be present on Google, Facebook, and other resourceful platforms. 
  • Your site content must be optimized for local SEO.

This would facilitate opportunities to cater to a wide range of geolocation marketing methods. Along with Facebook geotargeting or AdWords geotargeting, these methods would also leverage options to create local landing pages as destinations for consumers in specific locations. 

Summing Up

Geomarketing can provide rapid answers to the “where” question when it comes to figuring out the locations of your potential customers. However, an equally essential part of a marketing campaign is compelling content irrespective of geo-targeted ads being served or not. 

By combining both strategies, businesses can grab the attention of a lot more searchers and, most importantly, interested searchers to serve their lien of products and services. The approach brings in a lot more engagement, satisfaction, and conversions among customers. 
 

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