The average person is unaware of what geotargeting is for good reason. However, a growing number of small business owners are learning about geotargeting as it a highly effective marketing tool that provides a meaningful competitive advantage. Geotargeting helps pinpoint customers based on location to maximize the chances of conversion. Let's take a closer look at how geotargeting can help local businesses connect with customers and improve their bottom line.
Those who own brick-and-mortar locations as well as those striving to secure the business of people in a specific zip code or series of zip codes will find geotargeting quite helpful. Geotargeting is the perfect way to connect with those who seek your products/services in a specific area. After all, there is no sense paying to advertise to people outside of a certain city or region when those outside of the target area do not have the opportunity to purchase the products/services in question. Geotargeting gears marketing to specific IP addresses of computers near the business in question.
Can you imagine rolling out a brand new offer or product/service only to have the competition see your marketing material and copy your strategy? Opt for geotargeting and you will not have to worry about such a predicament. Targeting based on location empowers you to hide advertisements from competitors by way of IP exclusion. Those in your targeted area will see your ads while competing companies will not be able to view them. Though there is still a chance the competition will use another IP address outside of the corporate office to see your ads, your marketing material will be hidden from the vast majority of your competitors.
Geotargeting empowers business owners and managers to limit their ads to a specific region, state or even a nation. In fact, you can shrink the ad exposure to a mere 10 mile radius from your brick-and-mortar store. This way, you can connect with people living in a specific part of town. If you own a small business that mainly serves people within 10-20 miles of your store, you really will be able to restrict your marketing efforts to those in this vicinity. Alternatively, if you would like your ads to be seen by people throughout the state, you can set up geotargeting with statewide exposure.
There is no harm in trying geotargeting before making a commitment to this marketing strategy. Engage in a test campaign with your selected parameters and give the campaign some time to generate results. Ideally, you will gauge how it affects results at each of your locations as well as your online enterprise. Once you understand the type of impact geotargeting can make on your business, you can move forward with additional targeting or try an alternative marketing strategy.
When done right, targeting based on location will bolster your business by connecting you to that many more interested local customers. These are the most coveted customers as they are local and display a sincere interest in your products or services. As long as you are intent on securing the business of local customers in a specific area code, geotargeting should work well for your business in due time. Be patient, let geotargeting work its magic and it will not be long until you enjoy an uptick in sales.
Corey Tyner is the owner of Arizona land buyers and Austin Fast Sell Home Buyers. He is one of the top real estate investors in Arizona with over a decade of experience. His work has been featured on Bigger Pockets, Real Estate Agent Magazine, and several other real estate investor publications.