GeoTargeting – 4 Proven Strategies to Improve Conversion in 2020

The chances of getting a SALE improves by multifold if you show relevant ads to your potential customer at the right time and place. 

Let’s discuss this further and understand how ‘geo’ concepts can help marketers improve their communication more aligned based on the behavioral aspects of the customer.

By definition, “Geotargeting is the practice of delivering content to a user based on his or her geographic location. This can be done on the city or zip code level via IP address or device ID, or on a more granular level through GPS signals, geo-fencing, and more.” (source – geomarketing.com)

Many of us get confused between Geotargeting and Geofencing. Let’s break it down. 

  • Geofencing – sets up a geographical fence that triggers certain ads to display only when users pass by
  • Geotargeting – triggers ads only for a specific set of users who are in the vicinity of a geolocation

The core idea behind Geotargeting is primarily to leverage user behavior in realtime or from the past location and push them a useful and more relevant message. For example, a customer visiting a cake shop is likely interested in buying a bakery product, showcasing them offers or bakery catalog from a nearby cake shop can be a great strategy and chances of getting a conversion is higher.

Let’s look at the top 3 strategies to engage with a potential buyer immensely using Geotargeting.

Recommending Nearby Products

Direction to a nearby store or opening and closing time of the store is quite easy and Google Business helps with that beautifully. However, using Geotargeting can be further personalized by matching a product’s location with a buyer’s location and behavior.

For instance, personalized email and website content to display products available in the user’s nearest store, on the basis of location and time of browsing can help improve the user experience and makes the engagement more aligned to the need.

How can this be done? Mapping customer data with the product information to push product recommendations will indeed be a great method to reduce the time a user would take to explore and buy a product otherwise. 

Geotargeting is also helpful for launching merchandise at a location where users were not aware of the store.

The concept is not limited to retail only, this even helps users to get personalized information on flights, nearest airports, events that they might wish to attend based on their historical behavior.

Attracting Customers to Visit Local Store

Over the years, the Mom-and-pop stores have evolved and the business owners are more informed about online methods to attract customers. In fact, a survey reveals that 85% of people still prefer to physically purchase products in-store, despite the convenience offered by online shopping.

Considering the given scenario, Geotargeting, if implemented and experimented in the right way by the marketers can improve the store footfalls to a great extent. Incorporating the nearest store information on the web pages and in the email campaigns can be an effective way to drive footfall in-store.

Furthermore, awareness about a particular store and even help with the word of mouth engagement with the user’s friends and acquaintances.

Engaging Customers Based on the Influence of a Specific Location

A customer can be targeted at multiple locations for different purposes based on their buying behavior. Consider this, while leaving home to the workplace, a user might drop at Starbucks for coffee and while they are at the office, visit Burger King for lunch. Since the buyer prefers to have coffee from a place in close proximity to their house can be a valuable data point.

Similarly, the time and location for lunch can be used to engage the customer with offers and new product launches. The customer experience can be improved tremendously if the data points are updated on a frequent basis. The fresher the data, the better is the experience of the buyer with a store.

Keeping shoppers up to date about their favorite store isn’t the only usage scenario when using geofencing, however. Savvy marketers can also engage consumers within the geographical vicinity of competitors. Burger King famously took on McDonald’s using this approach, where customers within 600 feet of a McDonald’s were given the opportunity to order a Whopper for a lower cost and then got directions to their nearest Burger King to collect their food.

Marketers can not only engage with their own buyers but can also target consumers within the geographical vicinity of the competitors. For example, Burger King took on Mc Donalds using this strategy, where customers within 600 feet of a McDonald’s were given the opportunity to order a Whopper for a reduced price and then received directions to their nearest Burger King to collect their meal.

Location Specific Landing Pages Can Be Useful

Having a location-specific landing pages takes you even closer to your customer. Providing content at the right time and place along with the well-defined offers adds tremendous value in the buyer journey. A customer clicking on your ad published for a specific location landing on a page that has standard content and offers can leave a bad impression. Hence, it’s a good practice to have customized landing pages for each location, based on the profile of the target customer.

As marketers continue to explore the possibilities of luring the customers based on location – realtime & historical and combining it with the behavior, consumers will likely see communications that are truly relevant for them and as a result, the business can expect better sales.


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Digital Growth Tools To Amplify The Effectiveness Of Your Campaigns

As a marketer, do you spend a lot of time researching the best tools that can improve the effectiveness of your campaigns or help you with quick designs?

Or, you are a business owner who is fed up with the number of tools the marketing team is using with no direction of how it will add real value to the overall business outcome.

Well, in that case, you are in the right place. 

Whether we’re analyzing through data or fine-tuning our social presence, relying on the right set of digital marketing tools would help us save time and improve efficiency. 

While working with dozens of B2B clients and their customers, our team experimented with over 500 tools in the past couple of years and end up discovering the ones which are the most useful set in their opinion. The only catch is, you should be using them strategically for the right purpose. 

We believe that there are only eight areas where tools help significantly in managing, monitoring, designing and improving the effectiveness of your digital marketing efforts.

  1. Data & Analytics
  2. SEO & Blog Content
  3. Social Media Marketing
  4. Visual Design
  5. Landing Page
  6. Email Automation
  7. Project Management
  8. Content Curation

Considering the volatility of the digital landscape, it is recommended that you keep on upgrading and updating your tool kit. 

Data & Analytics

Google Analytics

Google Analytics is a very powerful tool to analyze your website in-depth. A free web service offered by Google provides valuable insights that will help you devise a workable strategy to meet your goals. Not only the performance of the website, but it also helps you with all the information related to the audience, demographics, popular keywords, the action is taken, etc.

SEMRush

SEMRush is a web application that allows you to analyze massive amounts of SEO data related to your website and your competitors. It shows the organic & paid competitor keeping track of the organic position of domains, landing page URL, AdWords Ad copies, ranking over social media platform which helps to build an effective digital marketing road map for your business.

Dasheroo

This is an all-in-one-place dashboard with performance metrics dragged from multiple analytical data sources. Dasheroo perfectly organizes diagrams, schemes, and graphs in one place so that it’s easier to analyze.

SEO & Blog Content

Google Keyword Planner

Google Keyword Planner is again a very powerful tool, it is Google’s free web service. This tool allows us to search and find a wide range of keywords and keyword ideas with search result which helps for SEO and Google AdWords Campaign.

Ubersuggest

Find keyword ideas, get search volume, CPC and competition rates. Filter results by searching for target words or excluding unwanted terms. Search categories include web, image, shopping, YouTube, and news. Copy your results or export to. CSV.

Yoast

Yoast is a plugin for WordPress that adds extra search engine data to each blog post. This allows Google to easily read your page and increases your chances of ranking higher in search results.

Social Media Marketing

BuzzBundle

Geared to support your SMM, the tool helps manage social media, find online conversations about your company or products and engage with your audience. It allows you to publish posts directly from the interface and explore your brand mentions.

Fanpage Karma

Free for one page, this tool will provide Facebook KPIs and benchmarking graphs for your posts. It helps monitor search terms and mentions and will send you alert emails.

Likealyzer

Analyze your Facebook page performance, provide recommendations, compare your page to competitors, partners, and brands you admire. Get recommendations on similar pages to watch. The tool converts raw Facebook analytics into an on-demand report.

Visual Design

Canva

Canva helps you create beautiful photos with easy drag-and-drop technology. Select one of their countless templates or choose a blank design pre-sized for the platform of your choice. You can even customize the branding section so you always have your colors, fonts, and logos available.

Freepik

It’s a hub of free vectors, PSD, photos & icons which need for your projects. With best collections for the free resources.

Placeit

Use the service to make mockups for how your image will look like on apparel and in print, as well as digital devices. Select a device, upload your image or insert a link and see a realistic screen mockup.

Landing Page

Hubspot CTA – template pack.

Download the pack of 50 customizable call-to-action templates, inspiring examples and a free beginner’s guide to create CTAs for your website, landing pages, emails, and more.

LeadPages

It’s a very easy tool with drag & drop editor. It allows us to make mobile-friendly landing pages. It also offers to integrate the data with email automation software.

WordPress

It’s a very flexible platform with a plugin to create an awesome landing page of the next level.

Email Automation

MailChimp

The tool allows you to create and publish email campaigns, landing pages, pop-up forms, as well as automate your marketing emails, for example, order notifications and product recommendations.

Neverbounce

The service verifies email addresses on your mailing list and along with a number of paid plans offers free list analysis and a thousand monthly API verifications. It identifies valid vs invalid email addresses, differentiates temporary emails and catchall boxes.

SendGrid

This email management tool helps you build and send marketing campaigns, keep client libraries, perform A/B testing and track results. Other useful features include contact segmentation by interests and categories, as well as flexible template editor.

Project Management

Basecamp

Basecamp is a real-time communication tool that helps teams stay on the same page; it’s less for traditional project management tasks (e.g., resource planning and long-term scheduling). With to-do-lists, calendaring, due dates and file-sharing, Basecamp provides a way for teams to keep track of priorities and actionable items.

Trello

This simple platform allows you to quickly organize work projects, individual tasks and plans in an intuitive interface. Free and flexible, the tool helps you manage any project in collaboration with anybody.

Freedcamp

Freedcamp is a project management solution for large organizations in markets including advertising, architecture, engineering, interior design, IT services, manufacturing, retail, telecommunications, and many more. The system is offered primarily as a web-based solution and is Mac and PC compatible.

Content Curation

Feedly

With Feedly you choose all of the different blogs, publications, and topics that you’re interested in; meanwhile, the platform aggregates all of the recent content from those sites into a feed you can monitor. You can integrate your Feedly feed with a tool like Sprout Social to continuously share these articles with your fans and followers.

easel.ly

Sometimes, you need an image to get your point across to your customers. Just select one of easel.ly‘s many attractive templates, enter your data and other information, and you’ll have a fantastic, professional-looking infographic ready in just a few minutes.

Google Drive Research Tool

Google recently added a tool to Drive that allows you to conduct Google searches without ever leaving your Drive window. All you have to do is click “Tools” from the menu bar and choose “Research” from the dropdown menu.


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