Online audiences are used to having what they want right away, so why not give it to them? Instead of sending your potential customer browsing through an endless amount of products and services that aren’t always relevant, they can be directed to information that is targeted towards their interests and/or location. As each company faces challenges in our current economy, it is important to get creative with advertising and stretch your marketing dollar even further with Geographic Targeting (Geo Targeting).
PM Bedroom Gallery wanted to expand their business nationwide. In order for their strategy to be successful, they needed a plan that would not harm their in-store traffic. Starkmedia implemented Geo Targeting, enabling PM Bedroom Gallery to show customized information based on the viewer’s location. If a client from the area browses the site, they will see the product without pricing, increasing foot traffic to the store; however, clients from outside of this area will find pricing online and will be given the opportunity to buy.
Whether your company is trying to expand their marketing strategies to different clients or focus in on a specific clientele, Geo Targeting can be the answer. Some of the benefits of Geo Targeting are:
Through Geo Targeting, one can create targeted product information that will appear on a home page based on the customer’s search engine entry. For example, if the customer searches for ‘e-newsletter,’ they will be able to view a home page that features information about an e-newsletter rather than a generic home page that might deter the customer from finding their desired product. Multiple targeted product pages also provide the opportunity to highlight different product or service offerings. They can focus on a specific item or can be targeted based on the location of the client and the relevance of a product. With an increased range of marketing opportunities and flexibility, the chances of higher ROI also greatly increase.
Geo Targeting promotes customized advertising, which gives companies more control over their budget. Through a targeted pay-per-click campaign, one has the ability to focus on the geographical location in which the products can be sold, saving unnecessary paid searches from people outside of the specified area. With the ability to choose the targeted audience based on search terms and/or location, each campaign creates customized advertising that maximizes results and minimizes missed opportunity.
Since targeting presents the consumer with less distraction and produces a more relevant product, the consumer is less likely to leave the site without purchase or at least increased interest. As user frustration is one of the biggest roadblocks to online purchase, if you smooth your users’ paths to purchase, you’re far more likely to make customers of them.
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