In digital marketing, it is extremely crucial to optimize your website for conversion. Your aim could vary from eCommerce to advertising to newsletter registrations to anything else. The optimization process involves leading the traffic to your site by creating data that gives insight and intelligence. This data ultimately helps in making decisions that bring you closer to your goals.
While search engine optimization is an extremely popular approach, the market is cluttered with too many competitors with expansive marketing budgets. However, you can still look at achieving a lot especially with the help of concepts like Geo Targeting. With this, you can focus your efforts on the target demographics to bring in the best results.
What is Geo Targeting?
Geo Targeting is targeting your audience based upon their geography, or location. This can be done with the help of numerous identifiers including country, state, city, zip code or IP address. The results are specific to the location, in order to serve information that is relevant to the query, thus driving conversions. For instance, on site content from www.url.com for Malaysia will have a variation in language, visuals, relevant texts etc from the same domain and root directory for Thailand. Geo Targeting also allows you to personalize content for your website visitors based on their location.
Here’s how you can use Geo Targeting in digital marketing:
Go deeper into geographic data
Most marketers use demographic analysis to identify the best target areas before launching new products. But if you are someone who is looking to achieve a little more, you will have to dig deeper and bring in additional evaluation to reach your target customers. For instance, you will have to focus on a market that may have a smaller total number of customers but a bigger percentage of your target demographic.
Experiment with languages
You can match the page language to the visitor’s country of origin. You will have to check how conversion is better if you have an entire funnel in different languages.
For example, if you visit Samsung.com for Hong Kong, you are redirected to their smasung.com/hk directory. The language switch is at the top right of the main menu.
Optimize for Google Local Search
Google shows that a major amount of online activity is connected with local searches in some way. This means people generally look for something close-by for whatever they want online. So, if you want people to approach you, you want them to know that you are close-by to them. To optimize your efforts, you will have to use a proper local listings management tool.
Skip locations where you don’t have target audience
While you obviously decide which locations you want to reach out to, you can also decide which locations you want to avoid. Locations where you have no target audience can be skipped. This helps save unnecessary costs. For example: Clubs that target college students can skip locations around campuses during breaks and holidays when students are away.
Look at using location-specific keywords
You can use highly competitive words and add the name of your location to them. How this helps is that you can bypass a lot of your competition and focus on people who are specifically looking for your product or service at their location.
Make landing pages location-specific
Geo Targeting is not related to only targeting the right customers. You will also have to provide them with relevant content when they most need it. Once you find the right client through Geo Targeting, you will have to show them a landing page that echoes the reason they decided to click your link. You can also detect the client’s location when they visit your site and demonstrate a relevant landing page. For instance, you can provide different offers depending on neighbourhoods: luxury apartments for those from high-income neighborhoods, affordable homes for those from lower-income ones.
The opportunities through Geo Targeting are endless! It is good if you can deploy your IT and marketing teams to consider such customized, segmented approaches that lead to numerous possibilities.
Atul is Founder & CEO at Xenia Consulting. He has over 22 years of experience in marketing, across corporates as well as SME,start-ups. Over the last 5 years, he has gained significant expertise and has helped several companies drive growth leveraging digital marketing