The one best use of social media for your business is reaching new customers that would have not seen your website and, consequently, your offers. Social media becomes even more effective if your focus shifts from general targeting to geotargeting.
Why is it helpful? With most consumers, their wants and needs tend to be specific to a certain mood, day and location. During a hot day you can’t help but see many customers in an ice-cream shop, but it isn’t a case in snowy winter. Your main goal, in turn, is to be there exactly when consumers want your service, and to show up when they search for your business. That’s why geotargeting is essential.
To give you a number, 60% of advertising professionals in 2011 said that geotargeted ads deliver better results than regular ones.
The first goal is defining the places that will be relevant to target. Clickz recommend that you be really careful with including the locations that you can’t service. This kind of localization allows you to get to the bottom of delivering your service to the right type of client. Don’t promise what you can’t fulfill.
GEOTARGETING FACEBOOK POSTS
You might have noticed that search engine tracks your choice of websites and then suggests you the products you may be interested in on other pages like Facebook or regular websites you visit. There’s a reason for that. Google assumes that what you want to see is similar to pages you clicked on before, so it targets you as a suitable viewer for future ads. You can do the same trick with your customers.
Here’s a few tips to help your business improve its geotargeting:
- With the Facebook ad dashboard you can easily find out who has interest in your business and arrange for your posts to be advertised as an ad on potential clients’ pages.
NOTA BENE: To do that you will have to enable “News Feed audience selection and post visibility options for this Page”, which is in General Settings on Facebook. Without the right box checked you will have trouble using all the following pointers.
- You should analyze the types of audiences you’re targeting and where they are located. After you have all the information at hand, use the location button under the Facebook post you’re about to publish for scheduling it for particular times according to customers’ location.
- There’s no limit to categories! Depending on the product you wish to get known, you may want to target people of different ages, relationship status, interests, education and language. This will narrow down the audience you’re reaching, but will make the probability that they engage with your ad higher.
- Importantly, use your statistics to draw conclusions from how your geotargeting Facebook posts works! You can convert that metrics into infographics and use it as one of the visuals in your next product presentation.
Improving relevancy of ads and offers suggested by businesses lies at heart of smart marketing and initiating engagement. Accepting that your business serves a particular kind of client and working towards developing a professional geotargeting strategy gets you an interested and excited audience.