How To Use Geolocation for Marketing

August 15, 2017 | Back to the Blog

These days it seems like there are almost endless ways to market your business online. From social media to inbound marketing, there are new tools at your disposal that can help make sure that you are reaching your customers more directly and engaging them. If you have a physical storefront, however, one of the best methods you can use is geolocation. This strategy works by ensuring that people who are close by find you and drive more traffic to your location.

Today we’re going to look at the various ways you can use geolocation marketing to its full effect, and why it’s such a valuable tool for your company.

Basics of Geolocation

One of the side effects of modern technology is the fact that practically everyone carries a smartphone with them at all times. Mobile devices have transformed the way that we do everything, and with that comes the added bonus of providing location information for businesses. Many apps require location monitoring to work properly, which means that most mobile users can be found quickly and accurately.

In fact, the data is so precise at this point that it’s possible to find a person to a space of just a few feet, which is really incredible when you think about it. Overall, geolocation is helpful to both the user and businesses who want to tap into its marketing potential.

Benefits of Using Geolocation

So why is this technology such a great thing for marketers? Well, the landscape of consumer advertising is changing dramatically, which means that traditional methods of outreach are no longer working. However, what’s even more important is that the information generated through geolocation makes it so much easier for businesses to engage customers on a more personal level.

Think about it this way. In the old days, if you wanted to promote your storefront to people within the area, you had to spend quite a bit of money to get the word out. Perhaps you would send a coupon mailer to every address within a target range, or maybe you would take an ad out in the local paper. However, regardless of the method, you had to hope for the best and assume that you would reach a wide variety of people.

With geolocation and mobile devices, however, you can be much more decisive about who you attract to your location, meaning that you can focus your attention on more profitable groups of people, rather than trying to spread your marketing materials as far as possible and seeing what stuck. Now, you can customize the user experience in such a way that they feel much more engaged with your brand. These days, customers don’t want to see ads, they want to see relevant information on things that are important to them.

Overall, here are the main reasons to use geolocation.

  • Pinpoint accuracy
  • Focused attention on profitable customers
  • Expand your outreach in a smarter way
  • Save money on printing and physical media
  • Engage with customers on a personal level

Examples of Geolocation in Marketing

To help you get a better understanding of the potential that comes with geolocation, let’s look at the various ways that you can implement it into your marketing strategy.

Geocentric Deals

Let’s say that you want to drive more traffic into your storefront by offering discounts for new customers. With geolocation marketing, you can see when mobile devices are nearby, and ping them with an offer to come into your store. It will deliver a push notification to the user, along with any ad copy or coupon that you may have as well. According to research, the majority of shoppers who receive such notifications are more likely to make a purchase, as well as visit the store more often. Simply put, they feel engaged, and since the ad is convenient, they are more likely to use it.

Think about it this way. Let’s say you got a coupon for a store in your email. Considering how much spam we get on a daily basis, you probably won’t save it and will most likely delete it. Even if you want to use it, what are the odds that you will remember it when you are visiting that location? With geolocation marketing, however, you get the same coupon when you are physically close, meaning that you have a much higher chance of using it right away because it’s so much easier for you.

Local Search Results

Many mobile users rely on their smartphones to look up a new business, particularly if they are in a new area. As such, it’s imperative that your company come up on local searches when customers are trying to find something like you. Do you own a restaurant? If people are nearby and hungry, you want your place to pop up immediately. Plus, if you have a coupon available as well, then you are going to outshine the competition.

Speaking of your competitors, you can also create ads that notify users when they are going to a different store. So, if people start going to a different restaurant, you can program your ads to pop up when that happens, which could prompt them to change their minds.

Customer Rewards

These days, consumers are becoming much more loyal to brand names, provided that the company shows a personal connection to them. A fantastic way to cultivate a more meaningful relationship with your audience is to reward them for being a repeat customer. Geolocation can take this a step further by generating ads and push notifications that alert your clients of new deals whenever they are close, as well as thank them for shopping at your store.

Overall, you can use geolocation along with a subscription list of emails and phone numbers so that you can be sure that you are targeting those who have already shown interest in your brand and your products. This way, you can even tailor the rewards to match the customer’s needs, further cementing a high level of engagement.

For example, if a person orders a particular dish on a regular basis, then you can offer a discount based on that, which will have a much higher rate of return than a generic coupon code. Overall, the more that a customer feels like they are appreciated, the more likely they are to continue to patronize your business.

Create Target Maps (and Exclusions)

As we mentioned earlier, geolocation technology is so advanced that you can pinpoint your customers to a space of just a couple of feet. This can create a huge advantage for you as it will enable you to create a better map for when people get push notifications for your business. You can be sure that you are allowing users to find you much more easily, making the whole process that much more convenient for them.

The other side of that too is that you can exclude certain areas as well. This means that you will only target those who are most likely to come to your store when notified, and not waste time on people who aren’t interested.

Exclusions can also make it even easier to expand your outreach. Instead of trying to figure out what spots would work best, you can pinpoint those areas in which you know won’t work, and thus allow geolocation marketing to kick in everywhere else.

Time and Location

Another critical factor that can help your marketing strategy is to send out push notifications at particular points of the day. This will make sure that you are only reaching out to people when it is conducive for both them and you. For example, if the ad activates only by distance, then users could be getting coupons outside of your regular business hours, which means that they have to wait until you are open again to use them.

Also, you can utilize this to your advantage as a means of boosting traffic and sales during slower periods. This will not only help your bottom line but ensure that you are not getting overwhelmed during hours in which you are already busy.

Another benefit of chronological marketing is that you can highlight timed promotions as well. So, if you are having a sale between certain hours or days, you can notify users when it is most pertinent.

Location Keywords

While geolocation is helpful when people are physically nearby your storefront, there are also plenty of times in which people may be planning ahead, or they may be willing to travel further for something in particular. In those cases, you can use keywords to your advantage so that you show up in searches regardless of where the person is presently.

For example, if someone is searching for restaurants in Los Angeles while they are in San Diego, you can make sure that your place pops up because of the location keyword. This will not only help improve your overall outreach but ensure that you stay ahead of your competitors as well.


In conclusion

As technology continues to improve and consumers seek out new ways to engage with businesses, tools such as geolocation will only become more valuable. Thus, it’s crucial that you capitalize on the trend as soon as possible so that you can improve your market share and ensure that you are always on your customer’s mind.

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