Digital marketing is a broad term involving various strategies, channels, sources to promote a product or a service. The question will always remain the same, ‘who is the target audience?’ Once the ‘who’ part is solved, that’s when the ‘where is our target audience located?’ part steps in.

As the name suggests, Geo-marketing involves marketing with respect to the geographical location of the target users. This not only increases the conversion rates but also creates a better user experience, which improves brand reputation.

It’s one of those proven tactics which will never go obsolete, whether it’s a digital service or a retail store. The methodologies involved are Geo-targeting and Geo-fencing.

To keep it simple, geo-targeting is spreading ads to people specific to a demographic, if they are within a specific radius or searching for a product in that location. The information is usually achieved with the help of analytic tools where we can track user’s IP address and behavior.

Geo-fencing, on the other hand, is a step advanced, where potential customers are targeted within a fixed geography using GPS, Wi-Fi service providers, Bluetooth, Beacon services and social media check-ins. It uses customer demographics to build a virtual area or perimeter around the store and when a customer enters that radius, relevant offers or deals are displayed to them, via pop-ups or push notes.

Now that we have got an idea of how geo-marketing works, let’s take a quick look on 5 geo-marketing hacks which will boost your conversion rates.

  1. It’s all about how close you are

 

Be it a retail store or an online ordering service, keeping the proximity of display ads and promotional offers to approximately one (1) mile from the store is advisable. This strategy is based on the principle that customers are drawn towards the solution nearest to them and is usually applied at the beginning of a campaign or promotion of a website.

 

  1. Seasons and climate does matter

 

Once the data of the audience’s location and behavior on the site is gathered, one of the unique ways to utilize them would be directing marketing messages based on the local area’s climate or season. For example, if Amazon has your location data and it’s winter at your end, then related ads and promotions will be displayed to you on website or their native apps such as ‘sale on latest winter garments’, ‘Exciting offer on air heaters’, ‘Packages of juicy oranges’, etc. Such relevant information tend to attract the users to the website’s call to action page and thereby, hiking conversion rates.

 

  1. Push notification is the trend

 

Remember us talking about tracking user behavior using GPS, Wifi, Bluetooth, Beacon and social media tracking? Creating push notifications based on the geo-fenced radii will allow customers to get pop-ups regarding the deals around them, once they enter the specific perimeter. Not limited to that, social media check-ins also help in creating remarketing audience groups and displaying notifications accordingly. Also, analyzing user behavior on mobile apps will help companies to reach them through marketing messages or promotional push notes. As the usage of mobile devices has boomed remarkably over the years, this form of marketing has a high chance of conversion.

 

  1. Language is the key

 

We can’t bypass the fact that language is an influencing factor and contributes to both user experience and conversion. People relate to their local language and feel confident to trust the offers which they can understand better. For example, having a Spanish version of landing page, ad or push notification for customers for Spain geo-targets, is always proven to be beneficial. This decreases bounce rates from users who are not familiar with English and customer retaining percentage is higher for such brands.

 

  1. A tip for e-commerce and retail stores

 

We spoke a lot about customer target location, tracking users entering geo-fencing area or check-ins. What about people living at a far geographic location but still want to avail your service? Geo-marketing is a boon in those scenarios as well. If your brand is able to deliver service or products to non-local customers also, then displaying promos about shipping, delivery, can be advantageous. For example, we pick a Filipino traditional clothing website of Manila, Philippines named ‘xyz.com’ which can deliver products to customers residing in Hong Kong as well. When a user in Hong Kong lands up on ‘xyz.com’ searching for traditional attires of the Philippines, then a pop-up of free shipping or discounted offers with freebies, will be an excellent attraction for the user. Through this, along with local customers, international audience is also made a part of marketing, hence higher sales and better reputation.

 

Every marketing strategy comes with its own perks and demerits, so does geo-marketing. The more you get involved, the better you need to be in your planning. Irrelevant ads, constant push notifications or stuffed offers can be risky, causing loss of potential customers. Also, the geo-fencing feature technically affects the battery life of a mobile device. So, if the service is used frequently by a company or an app, the mobile device will tend to consume more battery life, so the chances are that the user will turn that feature off or turn to airplane mode while using the app offline.

To conclude, Geo-marketing has fewer disadvantages as compared to its marvelous merits. Success stories, market research and competitor analysis have data which proves that Geo-marketing is an authentic, well planned and result driven methodology.

Geo-targeting is a cost effective and a simple way to start with marketing campaigns and app notifications. It includes tracking information from analytic tools, social media and paid searches. To take conversion rates to a much higher level, investment can be made in geo-fencing and beacon technologies. It takes time and skill to pull off any of these maneuvers.