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  Using geotargeting as a strategy to grow your business is one of the newest trends. The high usage of the internet makes the market strategy of geotargeting an awesome experience. According to Statista, there were 4.66 billion active internet users in 2021, and 4.32 billion of them accessed it via their mobile devices. This has increased the possibilities of promoting a new website or a new application and reaching a wider range of customers. Further, the widespread internet usage has created possibilities of creating optimal content and the need to create more. 
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To start with, optimized content is all about the content that has a personalised flavour and falls into the preference of specific groups. The collection of necessary data for personalised content and advertisements is done through data companies, which gather an abundance of data about consumer demographics and psychographics while developing buyer persona profiles. Consumer psychographics offer a valuable insight into people’s interests, behaviours, activities and opinions. What Is Geotargeting? Geotargeting is when a product or service provider applies personalised content and advertisements to reach specific people within a specific area and at a specific time. The goal of geotargeting is to reach potential customers within a specific location. An essential aspect of geotargeting is the messaging, which needs to be relevant to the behaviour of the people in the location of interest. This tool enables the marketing specialists or advertisers to create personalized content and advertisements with increased conversion rates.  The fundamental notion behind geotargeting is anchored in the delivery of the “right message at the right time” to the right people. You can get geographical data by capturing the IP address of people’s devices from a precise location or people who have expressed interest in this location for a reason. Once a platform or application specifies the location of a user through their IP address, wi-fi or global positioning system (GPS), this piece of information is saved to servers and transmitted to modify the type of content the user views. For instance, companies such as Google and Facebook recognize your phone’s location and send pop-up notifications and emails promoting physical stores around this location. With the help of social media, geotargeting is now more accessible than ever. Not only is it useful for local businesses, but big corporations can also put it to good use for regional campaigns to attract and connect with prospects and existing customers. Location-based content creation is considered cost-effective with a higher return on investment than a generic campaign, which will not focus on a specific area, especially for local businesses with a physical presence. In this article, I will show you how to use geotargeting market strategy to grow your business.
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  1. Turn On Language-Switch Feature.
First, the best way to use geotargeting marketing strategy is to use the Language-Switch icon on your website so that you can find or match the whole page to the visitor’s language. This action will help your customers across the world to easily enjoy a user-friendly experience on your landing page or website by enjoying your personalised content or advertisements in their language. The language switch is often powered by Artificial Intelligence and Machine Learning and whether it’s a full-page or a few click-to-action buttons, you can easily test how efficient your geotargeting strategy is working. This strategy is very important for big brands. Little wonder, big brands like Coca-Cola and Samsung make their websites user-friendly with this language-switch feature.
  1. Include Currency Of Target Audience. 
Whether it’s a website, a landing page or an e-commerce site, the inclusion of the local currency of your target audience will potentially increase sales conversions and attract more customers of the same geographical location. A successful example is the case of Etsy, which adapts the currency to each visitor’s location with geotargeting.
  1. Consider The Customs And The Culture Of The Geography.
When creating personalised content, have at the back of your mind that some countries are intolerant of vulgar language. There’s how to write to an American audience and how to write to an Arabic audience. You might want to sound simplified, but ensure you’re paying attention to little details.  
  1. Use Visual Features.
 Finally, in using the geotargeting method, it’s advisable to use visual components to provide information and complement the messaging. Personalized design in campaigns can make an enormous difference in how the brand is perceived by different people. Featured image source: Disruptive Advertising
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This article was first published on 24th February 2022

nnaemeka-emmanuel

Nnaemeka is an academic scholar with a degree in History and International Studies from the University of Nigeria, Nsukka. He is also a creative writer, content creator, storyteller, and social analyst.

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