Location-based marketing is great for targeting your best, local audience or serving more relevant ads to groups in different areas. The main ways to go about it are geofencing and geotargeting, but they differ in a couple ways.
Geofencing refers to drawing a virtual barrier around a location using users’ IP addresses. This technology allows marketers to digitally “fence-in” a specific geographical area so that their display advertising is directed toward that group only. Geofencing meets users where they are so that makes for a higher chance of conversion.
Geotargeting refers to delivering ads to site visitors that meet a specific targeting criteria and are inside a defined location radius. It’s also known as local PPC, a location-based form of paid marketing that focuses on a specific geographic location. With this type of targeting, you’ll ensure that only the right people see the right ads at the right time.
What’s the difference?
Geofencing is a more trigger-based solution, such as sending an email alert or showing a targeted ad on social media. Geotargeting is a good tool for when you want to hone in on a more specific set of users.
Tips for Both:
- Match their language: This refers both to the form of language spoken and the type of “language” or local lingo used.
- Match the messaging: To get the right message in front of the right audience at the exact right time, you might need some A/B testing. You should also create a geo-targeted landing page and a standard landing page and compare performance.
- Match the vibe: Visual elements are essential. The psychology of color plays a huge role in marketing. Try different colors, photos, and content specifically for your geo-targeted audience.
Check out the full post by Smith.ai for tips and examples on using location-based marketing for leads.