Location-based targeting is when you deliver content to a consumer through mobile or web by using location-based information about that individual. A business can target a specific location such as a city or state, and gather more meaningful information about their audiences such as their wants, needs, or interests.
Location-based marketing is not new. For decades now, marketers have been able to reach their target audience at the right time and place. However, since mobile devices have become more prominent in our lives, location-based marketing has become easier and more effective than ever before.
Geography plays a huge role in creating customized and targeted marketing campaigns, with over 70% of consumers willing to share their location information in order to receive something of value such as coupons or loyalty points. As mobile-use grows and location data becomes more accurate, geo-targeting is going to continue to improve.
Location-based marketing does not only refer to the area around your physical business but also the other places your prospective customers or clients can engage with your brand. As a marketer, you may want to target areas your audience frequents, such as local restaurants or online locations found on Instagram. You can also target locations where your audience is likely to invest in your product or service.
Now that you know how important location-based targeting is, it is important to know some of the biggest benefits of location-based marketing and how you can set yourself up for success.
With location-based targeting, you are able to engage with people who actually desire to invest in your product or service. Rather than spending money convincing people to purchase your product or service, you can get your message in front of the right people and at the right time. Ultimately, this will lead to a larger ROI.
Removes Barriers to Sales
When a prospective client or customer is physically close to your business, you have a higher chance of convincing them to purchase from you. An impulse is more likely to convert to a sale, because at the right moment your location-based message is reaching your audience through their mobile device, with an offer they will not be able to resist.
As a marketer, your goal is to create lasting connections with customers or clients. When you target people in specific locations, you have the opportunity to promote relevant content that speaks to their consumer needs. By catering your content to your target market, your audience will feel more connected to your business, therefore building trust and a lasting relationship.
Boosts Business During Quiet Times
There are certain days of the week and times throughout the day when business will be busier. Then, there are times that are so quiet you hardly know what to do with yourself. Location-based targeting makes it possible to attract customers during the quiet periods, and maintain relationships with customers during the busier periods.
For example, if your business sales peak Monday-Friday between 8:00am and 12:00pm, you have the opportunity to develop a discount that targets an audience in your desired location during your quiet times.
Setting Yourself Up for Success
Now that we have discussed the benefits of location-based marketing, it is important for you to understand how to implement a strategy that will work for your business.
Think About the Customer
The customer should always be top-of-mind. When a prospective customer or client ops in to location-based content, they are not looking to be bombarded with advertisements. Instead, they are looking for a reason to trust you, and do business with you. Do not blow it! Consider how you can deliver value to your customer, while also improving the overall customer experience. If you are able to engage your customer and inform them, they are more likely be loyal to your brand.
Rather than assuming your audience will enter a location and instantly be triggered to purchase a product or service, you should consider other forms of location-driven content. For example, you can promote content that will reach your audience in one area of the store, or when they are about to exit the store. This location-based marketing content is unique and will deliver the best results.
Trial and Error
What works for one brand, will not necessarily work for another. Take the time to evaluate your metrics around your location-based marketing efforts, and make adjustments in order to ensure you are reaching your audience at the right time and with the right message. Also, keep in mind that your strategy should constantly evolve due to the fact that location-based marketing is fast-paced and always changing.
If you are interested in learning more, or working with the Eternity crew to develop a location-based marketing strategy, contact us today!