What is Geo Targeting?

Geo targeting is another way to look at how you’re marketing or, more specifically, who you are marketing to. By evaluating the location of the visitors to your website, you can determine who your target audience is based on number of visits that lead to conversions. For many businesses, implementing a geo targeted marketing strategy allows for improved conversions because they more specifically know who they are talking to — and what they’re wanting, or expecting, to see.

One of the biggest aspects of ensuring that geo targeting works for your marketing efforts is making sure that you’re keeping track of the tests you do so that you can compare data. There are several different approaches you can take when geo targeting your customers, and not all will be as efficient for your business as others. The more questions you’re able to ask, and the more answers you’re able to provide, the better your conversion rates will be with a geo targeting approach.

If you’re new to geo targeting for your business or if you’re wanting to get better results, consider the following approaches in order to boost your overall sales…


5 Strategies for Maximizing Geo Targeting for Your Business


1. Speak the language.

When it comes to marketing, you want to speak the language of your customers. This can be rather literal when selling to a diverse customer base. But even if your customers all speak the same language, there are still variations in dialect that can make a big difference in how your website and advertising are perceived. For large websites that deal with customers from around the world, try changing the home page language, for example, to match the geo targeting information. Of course, there should always be an option for switching from one language to another in order to make sure your website is as effective as possible.


2. Talk money.

Just like languages can be changed based on geo targeting information and conversion performance, so can pricing. If visitors to your website are able to see the cost of a product in their own local currency, versus the currency you may be dealing with, there’s a great chance that conversion rates will increase because of it.


3. Get local.

The more localized your offers can be, the better they will perform. Of course, getting this messaging right can take some time, which is why testing how specific pages and offers convert is so important. The more relevant you can be to the customers you are attracting, the better your conversion rates will be — always.


4. Be consistent.

One of the downfalls of geo targeting is that it can make marketing complicated. If you choose to have several different versions of an offer or a landing page available to different users based on their geo location, you’ll want to make sure that the experience they have on your website is consistent. While targeted ads are effective, sending a potential customer one message and then following up with another is the opposite of what you want to do. Keep track of your tests and make sure the sequence of events on your website is logical and coherent.


5. Take a look around.

A lot of large websites change the images on their pages and in their marketing to better match the information they receive based on geo targeting. The same is true with advertising campaigns in all forms — print, TV, etc. If you’re interested in maximizing your geo targeting efforts, test which types of images perform better with certain audiences.


Geo targeting is an incredibly powerful marketing tool if you know how to use it strategically for your business. The key is keeping track of your tests and results so that you gather enough information to be confident in the marketing decisions you make.

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