A geotargeted marketing strategy allows us to draw a circle around particular user groups to better target our efforts. It’s one of the reasons why direct marketing has always been so cost-effective for marketers. The rule of thumb here is to never waste precious marketing dollars advertising to people outside of your trading area!
Whether prospects are new homeowners, parents of new babies or swimming pool owners, a geotargeted marketing strategy enables marketers to spotlight specific audiences and seize control of their campaigns. Marketers who can leverage the contextual power of this kind of advertising unlock many advantages over the rest of the advertisers trying to reach the same prospects.
Here are five ways to use geotargeting and get your campaign moving in the right direction:
- Define your geography
Radius, zip-code, scf, msa…or drill down into carrier-route, census tract or block group. For businesses that use door-to-door, you can even select by street
- Selection criteria
Geo-targeting isn’t just about pinpointing users on a map and then delivering relevant content. Use your first-party data to determine demographics and behaviors to help create your prospect list.
3. Segmentation Strategy
It’s not just about drawing that circle and marketing to everyone within that boundary. You can segment your file by demographics or psychographics and send customized messages to select groups within your boundaries. This kind of fine-tuning can increase ROI dramatically by delivering targeted promotions to specific groups who need that product or service most.
- Pick the right Marketing Venues
I always use the old adage “different strokes for different folks”. We know that people respond to different marketing channels. The best marketing strategies utilize multiple outbound marketing channels to reach the broadest audience possible, using direct mail, email, telemarketing and social media to build their brand and up their response.
- Test, tweak, test again
Can’t stress this enough. Using a different word, phrase, photo or offer can make a huge difference in response. In direct mail, we suggest an A/B split to test copy or offer. In e-mail, we suggest testing different subject lines or send times. Review response carefully to determine which segment of the audience (list) performs best.
Always remember that the best geotargeted marketing strategies aren’t single events — they’re works in progress composed of careful steps forward. Marketers must constantly analyze their current strategy and adjust their program to maximize market reach. Refine demographics, tweak copy, evaluate subject lines, and forge ahead.
It’s only through careful planning and repetition that you’ll be able to craft a sustainable, profitable geotargeted marketing strategy.