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How to target your audience down to 1km
25th August 2017
The growth of smartphones has paved the way for brands to engage with consumers based on their location, and it has allowed marketers to adapt their message to appeal to customers geographically. It’s a great method for brands to expand their distribution channels and reach untapped markets. It can also be used to target users close to where your business is actually located, even within a 1km radius.
So, here are the key ways you can get the best out of location data in your marketing campaign.
Mobile AdWords
Marketers can set a specific location using Google’s Mobile AdWords, and pick a defined radius for your ads to appear. In doing this, you’ll be able to find the right customers in your local area. This is a great way of ensuring that your message shows up in the best place, that’ll reach your customers where they are.
To set up location targeting in AdWords, sign into your account and click on your desired campaign. Within the settings option, you can enter the address and post code of the place you’d like to target. You can also target multiple locations at once using the bulk upload tool. AdWords lets you add a bulk list of 1,000 locations and you can do this by pasting the names into the ‘bulk locations’ option under advanced search, in your AdWords account. But be warned, it might not work, so you may have to enter the location names manually.
Social media channels
Marketers have great opportunities to build location-data campaigns on social networks. Facebook lets you target ads to people near your business’s physical location. These adverts are called location awareness and they can help drive more customers. If you want to promote your local business, you need to head to your ads manager or power editor in Facebook. You can target customers based on a physical address, so simply type the address in your ad targeting and you’ll be able to target people within 1km.
Geofencing
If you really want to take advantage of location-based marketing, you should opt for geofencing. It’s a great way to engage with people in your local area, as the platform lets you create a virtual fence around a specific location. When people go into it, they’ll receive messages and notifications about your services sent to their phones. People will have to sign up for it to get the information. But brands these days are in luck because users are always looking for quality, local information. Today, around 60% of consumers look for local information on their mobile devices. So, geofencing can be an excellent strategy in your campaign.
