The vast majority of today’s consumers perform an online search when they want to purchase software or require professional services. In most cases, customers prefer local businesses. A recent survey by Yodle Insights found that 82% of over 6,000 consumers pick local businesses over national chains.
Operating within the said context, businesses must strive to be locally relevant. This is where geotargeting comes in. Also known as location-based marketing or geo-targeted advertising, geotargeting is an increasingly popular marketing and advertising strategy in which businesses deliver curated content such as ads, videos, and other materials to their target audience based on their location (city, state, zip code).
Why is geotargeting important? For one, it dramatically increases your business’ online visibility. For local businesses, online visibility is critical to improving relevance in the local market. Two, it extends your reach, enabling you to get in contact with people within your area yet who are not aware of your business.
You are targeting people who will have a need for your products and services within your location. Apart from location, you can input other variables such as customer behavior, brand, demographics, age, previous purchases, and browsing history to tailor your campaigns and yield better results.
If you are thinking of boosting your business performance, attract more customers, and improve your reach to potential customers, a geotargeting software solution can help. That said, choosing the ideal geotargeting system can be quite tricky. But with the following tips listed below, shopping for a geotargeting solution is a tad less difficult.
1. Optimized for Mobile
Geotargeting works because it is very specific and the geotargeting stats prove it. A 2019 location-based marketing report by Factual revealed that 90% of professional marketers saw a significant increase in their sales. The same study also reported 86% growth in customer base and 84% improvement in engagement.
It is important to acknowledge that most consumers use their smartphones and other mobile devices when they search for a product or service. In the United States, 81% of the population owns a smartphone.
In addition, recent online marketing statistics also show that 88% of consumers who search for local businesses using their mobile devices end up calling or physically visiting the shop on the same day. Geotargeted ads and content drive not only online traffic but foot traffic to the store as well.
From a marketer’s standpoint, it is imperative that your business shows up in mobile searches, whether as ads or as part of the search results. Your geotargeting software should be able to help you gather mobile-related data to generate actionable insights. These insights will help you determine a number of things such as mobile browsing behavior, popular keywords, demographics, and trends.
Location data gathered from mobile searches provide you with opportunities to know your local customers better. This allows you to create and deliver content that your local customers can resonate with.
2. DMA Zone Map
If you want your geotargeting campaigns to be more specific, more granular, and touch base with most of your target audience, then you want a geotargeting solution that integrates with the Nielsen Designated Market Area (DMA). Or, at least access, access the said DMA region maps.
The Nielsen DMA map represents TV viewership in the United States. Households all over the country are surveyed and grouped into zones based on their TV watching habits but also in correlation with other variables such as demographics and marketing data. Leveraging DMA zones for geotargeting campaigns enables you to focus on areas where the density of your target audience is at the biggest.
For instance, you want to target specific cities in California like Los Angeles and San Francisco but you want to exclude Oakland and Berkeley. You can individually geotarget LA and San Francisco but that would mean missing out on areas in between. With DMA zone maps, you can reach out to everyone in that target area.
Because DMA maps have more zones, you enjoy more granularity. On top of that, DMA zones are based on consumer and marketing data. This is important as state lines do not meaningfully differentiate consumers who reside on either side of the border. But DMA maps show you regions where the overlaps and differences are, helping you create and execute geotargeting campaigns with pure precision.
3. IP Exclusion
It is absolutely understandable that you want information about your business’ marketing efforts, campaigns, and performance to remain exclusive to your company. A comprehensive geotargeting solution lets you do just that by hiding your geotargeted ads from your competitors. You just have to pick a software that has an IP exclusion functionality.
One of the benefits of geotargeting with IP exclusion is that you prevent your competitors from viewing your ads from their corporate office while you run your ads in their own backyard. This feature is perfect, especially when you’re operating in an industry where everyone is aggressive and competitive.
IP exclusion is a useful feature to have, particularly when you are testing new promotions and offers. You can run your whole strategy right under the noses of your competition without taking out large portions of your target audience.
Still, IP exclusion isn’t foolproof. There are tools on the market that can help competitors take a peek into your marketing performance. At least, with IP exclusion, you are not making it easy for them.
4. 5G To Change The Game
The advent of 5G technology will result in the proliferation of more sources of accurate location data. 5G towers have to be constructed and operated in tight clusters as opposed to existing cell towers, allowing cell phone carriers to quickly triangulate locations of mobile devices at breakneck speed.
5G technology will also generate other sorts of valuable information to help measure consumption, product usage, and product life cycle. Marketers, data scientists, and researchers will analyze and utilize data once 5G becomes a standard across many industries.
But one thing is for certain: 5G will improve the quality and volume of location data. In the context of geotargeting, 5G, along with the best reporting tools in the market, will revolutionize everything.
Businesses have access to better, more accurate location data. And since 5G accelerates the transit of information from one point to another, users are able to work faster. It speeds up their marketing cycle, from conceptualization to planning to execution and evaluation.
When shopping for a geotargeting software, you may want to ask your vendor/developer if their product is 5G-ready. The potential is so great you don’t want to be left reeling in the dust of your competition.
Talk to Your Vendor
There are many considerations you need to go over when buying a software solution for your business. Geotargeting platforms come in many shapes and sizes and have different features and capabilities from one another. Thus, it’s critical that you know what you need in geotargeting solution before making a purchase decision.
Talking to your vendor will greatly help narrow down your choices and formulate a more tailored solution that is unique to your business. It is best that you take the time and sit down with your software vendor and lay down your requirements and other specifications so they can provide you with the geotargeting solution your business demands.