Ensuring your content resonates with consumers is impossible if your brand is sending out generic messaging. To reach the right target audience, you have to tailor your creative and distribute your ad content in an intentional, strategic way that includes leveraging location based targeting.
In this week’s #SproutChat, Sprout All Star and Social Media and Reputation Management professional, Jeff Higgins, joined us to discuss geolocation marketing and how brands can reach the right audience, in the right location, at the right time.
Use Location Based Targeting to Narrow Down Your Audience
If you’re looking to target a demographic in a particular location, it’s pertinent that you maximize your efforts with geolocation marketing. By using location based targeting you can tap into the most applicable customer and better meet them along their path to purchase.
A1: Geomarketing is using location & graphical data in campaigns to reach your customer at physical locations of high conversion #SproutChat
— Jeff Higgins (@ItsJeffHiggins) May 31, 2017
A1) It’s marketing that is very spacific to a location #sproutchat
— Jake Yeaton (@jakeyeaton) May 31, 2017
Q1: Geolocation is one of our most successful tools in the tool belt we use. #SproutChat
— Darren Johnson (@darrenesl) May 31, 2017
A1) Marketing in a local place. #sproutchat
— Pinely (@Pinely_io) May 31, 2017
A1 fishing where the fish are = geomarketing geolocation #sproutchat
— David Pepper (@thedavepepper) May 31, 2017
Q1: Using geographic data to hit your customers when they are in places that are important to your business. #SproutChat
— lookthinkmake (@lookthinkmake) May 31, 2017
A1: Geolocation marketing is narrowing your target to specific destinations to hone in relevance and reach people where they are #SproutChat
— Josh McCormack (@joshmccormack) May 31, 2017
Target Content to Reach the Right Audience
It’s important to understand your overall business goals and audience, but particularly important to target your content to the right audience. When setting up campaigns, if applicable try to target to specific locale that is relevant to your business. cation based marketing can be particularly helpful for those in retail as well as for live events such as sports tournaments and conferences.
A3: Besides targeting by radius, you can use zip codes and addresses. Also use a time frame if targeting local events #SproutChat
— Jeff Higgins (@ItsJeffHiggins) May 31, 2017
#SproutChat
If it's a local brand or specific to one area, you're focused on where your dollars will count most.— Probably Geoff (@mynameisGEOFF) May 31, 2017
A2: Targeting isn't just about where you as the advertiser are. It's also about where the consumer is. That matters to them. #SproutChat
— Josh McCormack (@joshmccormack) May 31, 2017
A2: If you're trying to target potential customers who are local to you, location-based marketing is key. #SproutChat
— Express Writers (@ExpWriters) May 31, 2017
A2: Even if you aren't location based, setting up campaigns to use geo data can give you unique targeting & messaging options #SproutChat
— Dave Macdonald 🇨🇦 (@rdavemacdonald) May 31, 2017
A2 Targeting content for people and location focuses resources so you have better bang for your buck. #SproutChat
— Jim Katzaman (@JKatzaman) May 31, 2017
A2: Targeting is extremely important to getting your brand in front of the right customers that align with your sales strategies #SproutChat
— Jeff Higgins (@ItsJeffHiggins) May 31, 2017
A2) It's important for businesses that are targeting a locale. This is cost effective, as well! Put your money where it counts! #sproutchat
— KW Social Media (@KWSMTeam) May 31, 2017
A2. Helps you serve your target audience with the relevant content, at the right place and time. #SproutChat https://t.co/mxivVdAYg1
— Naomi Wambui (@naewambui) May 31, 2017
Turn to Facebook Advertising for Robust Geolocation Tools
Facebook advertising offers a variety of location based targeting tactics. This is particularly helpful for local businesses such as restaurants or retail establishments.
Q3: Facebook has a very robust ads tool for #geo marketing. Zip Code or City or even regions. We create hundreds of audiences. #sproutchat
— Darren Johnson (@darrenesl) May 31, 2017
A3: Know where your ideal customer is located and narrow your ads to target those areas. #SproutChat
— Express Writers (@ExpWriters) May 31, 2017
A3 Based on Facebook data, especially trips and check-ins, you can see who does what and where. #SproutChat
— Jim Katzaman (@JKatzaman) May 31, 2017
A3: I love it for advertising for local businesses. Unlike online, proximity to the location makes a huge difference. #SproutChat
— Rebecca Albert (@BeccaAtSocial) May 31, 2017
A3: So much data at your fingertips to use, you can get in front of the right people assuming it's clean data #SproutChat
— Taylor J. Hall (@taylorjhall) May 31, 2017
A3: Send ads specifically to target locations and markets (very useful for tourism). #sproutchat
— Brad Lovett (@Brad_Lovett) May 31, 2017
A3: We love mixing location data with images and copy unique to that location. Local images, really grab people's attention. #sproutchat
— SocialXpresso ☕️ (@socialxpresso) May 31, 2017
Grow Your Brand With Targeted Content
Spending a little more time crafting tailored messages gives you a bigger bang for your buck. For instance, Facebook allows brands to create lookalike audiences in advertising, consisting of people who have behaviors similar to your existing audience. This allows you to test and gauge content performance more accurately.
A4: Yep! Be sure to create a lookalike audience from your custom audience & add filters to target a certain geographic area #SproutChat
— Jeff Higgins (@ItsJeffHiggins) May 31, 2017
Q4: Geo fencing is great for brand growth. We develop special content for visitors to grand openings only available in 1 local. #sproutchat
— Darren Johnson (@darrenesl) May 31, 2017
A4 You can grow your brand locally with targeted content with higher impact. A few locals can then get bridged by word of mouth. #SproutChat
— Jim Katzaman (@JKatzaman) May 31, 2017
A4: We've done a number of geo fencing campaigns for music festivals and they worked great. #sproutchat
— SocialXpresso ☕️ (@socialxpresso) May 31, 2017
A4) Lookalike audiences. Then test. Test. Test. Test. #sproutchat
— PinelyCast (@PinelyCast) May 31, 2017
Geomarketing Will Continue to Be a Staple in Advertisement
As geolocation marketing becomes more prominent, generic advertising will become something of the past. Audience’s will expect to see tailored advertising meant just for their needs and that includes hyper-localized content.
A5: We're seeing how Facebook is moving ahead with user created geo-local filters for stories. No ad sets just yet, but soon #SproutChat
— Jeff Higgins (@ItsJeffHiggins) May 31, 2017
A5: It's already impacting social media advertising and it'll continue to be important. #SproutChat
— Express Writers (@ExpWriters) May 31, 2017
A5) Oh definitely! For instance – local retail stores have to be able to limit their audience for their budget to be effective #SproutChat
— Hampton Creative (@hamptoncreative) May 31, 2017
A5 I hope it continues to expand. I like local, tailored for me ads more than generic advertising. #SproutChat
— Alissa M. Trumbull (@AnOrchidInBloom) May 31, 2017
Q5: Of course it will. With Amazon Echo, Google Home, etc., geo targeting will be the key for many marketers. Get in front cust #sproutchat
— Darren Johnson (@darrenesl) May 31, 2017
A5 Yup- expect to see more targeted ads/promos across all platforms as industries notice how important this is #sproutchat @SproutSocial
— Hatchify (@hatchify1) May 31, 2017
Join us next Wednesday, June 7 at 2pm CDT for #SproutChat to chat about improving social strategies with reporting. Until then, check out our Facebook community to connect with other folks in the industry.
This post #SproutChat Recap: Geolocation Marketing originally appeared on Sprout Social.
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