How to Use Location Targeting to Boost Sales
You may be losing out on sales because you don’t target people from the right location.
Are you wondering why your traffic is spiking but there’s no significant increase in leads and sales? Maybe you’re simply getting most of your traffic from the wrong location. You can fix this through targeting the right people who are yearning to learn about your product and buy from you.
What exactly is location targeting?
Location targeting is a broad term used in digital marketing circles to mean targeting ads to potential customers based on their geographical location.
Their location can be sourced by, say, Google’s AdWords by keeping tabs on a prospects’ device location, names of the locations they search for, and the location-centric interests their search history brings up.
Location targeting is one the most effective methods of converting leads to buying customers, especially if your product has higher demand in specific locations than others.
According to a study conducted by the Local Search Association (LSA), location targeting doubles the performance of all other types of marketing methods such as PPC and email marketing.
The reason is that location targeting advances personalisation of ads, making a message hit home better for individuals within a particular local area or who have interests in the advertised local areas.
What you need for proper location targeting
If you want to tap into this growing and glowing trend, you need a firm grip around location targeting marketing and how to use location-targeting advertising to your advantage.
Firstly, you will need three things:
i. Accurate, first-person location data. LSA found that 70% of consumers are willing to give their location if they believe they are getting value back
ii. Actionable level of knowledge on your target customers
iii. Compelling and relevant content to guide your target customers to take your desired action
Next up, you will need to establish your location-targeting advertising goals, so you clearly know what to do next and how to measure impact and ROI.
While the phrase “location targeting” is used interchangeably with “geo-targeting”, “geotargeting” or “geo location targeting” they are not the same thing.
Location targeting is the umbrella term for all forms of advertising that are hyper targeted to a certain geographical location, geo-targeting is more precise in that you can choose to target a certain region based on its people’s demographic, income, age, common values, and so on.
Geo-target prospects based on time
For example, if you have a coffee and snacks shop near a business complex in a specific part of Melbourne, you might target close by staff (within a 1-mile radius, for example) in the mornings and late mornings by displaying coffee and snack coupons content or special menu items.
Use location targeting by explicitly mentioning location names in your keywords
For example, if you are a car rental business in Sydney, you can use the key phrase “Sydney car rental” instead of just “car rental” in your content marketing drive. The former also appeals to people on a larger scale; such as visitors outside Sydney who are planning to rent a car once they get to the Sydney metropolitan area.
The latter works best if you are only targeting potential car renters within Sydney, and most likely than not, who are within a driving or walking distance to your local car rental business.
Use location targeting to exclude places, people, etc., that you do not want to capture in your campaign
A number of location-targeting platforms such as Google AdWords, Facebook, and Reddit geo-targeting now include a tool to help you geofence your target geography. Geofencing is all about selecting specific boundaries within which you want your message communicated—and not beyond those.
For example, if you wish to target people in a certain part of a big city you can do so without your messages spilling over to other areas that you think will not make much of a difference, anyway.
If you operate a business-class hotel, you can choose to target prime spaces such as airports and train terminals with relevant and compelling business accommodation and facilities’ content to get the presumably dense business travellers in such spots.
These are just a few examples of how you can use location targeting to your advantage going forward. As shown by LSA’s database, location targeting is one of the best, relevant and highly-targeted digital marketing techniques to help you boost your sales going forward.
If you are interested in how you can implement these technologies, get in touch with one of our strategists today.