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Geotargeting uses technology, such as IP addresses, GPS data, Wi-Fi networks, and information from mobile carriers to gather a user’s location. Once that location is recognized, businesses can choose custom content or ads to send to these users in specific areas.
How geotargeting helps small businesses:
1. Geotargeting is cost-effective advertising. Geotargeting focuses on a specific area, which minimizes spending on ads that aren’t reaching a local audience and maximizes ROI.
2. Geotargeting can sway customer decisions. If users receive your special offer ad, they’re more likely to choose your business over your competitors, therefore increasing your competitive advantage.
3. Geotargeted ads are more relevant and engaging because they are tailored to the user’s location.
Examples of geotargeting marketing that you may have seen:
1. A retail store will use push notifications when you're in the location, giving you special offers and encouraging you visit the store (and not leave empty-handed).
2. During lunchtime, a local restaurant sends special offers to users within a certain radius of the restaurant location.
3. Travel apps will suggest attractions or hotels nearby and offer discounts based on your location.
Geotargeting vs Geofencing:
Geotargeting generally focuses on a wide location and aids in brand awareness. Geofencing uses narrow locations to produce quick sales. As an example, geotargeting focuses on a city while geofencing narrows in on a specific neighborhood.
How can your business use geotargeting?
There are plenty of platforms available to choose from, including but not limited to Google Ads, Facebook Ads, and even Yelp. But first, it’s important that you decide how you want to target your audience. Do you want to target a specific city, region, or radius around a location? How small or large is this area? What is your audience’s behavior? Think about what your goals are.
Geotargeting is another marketing tool available to your business. How do you plan to implement geotargeting into your marketing efforts? At BluLux Marketing, we specialize in all things marketing. Check out our website, www.bluluxmarketing.com for more information.