I know lot of you brothers out here have interest in reaching out to audiences in local markets. It can be your neighborhood bakery, your dropshiping business, your eCommerce store … you name it … we all need to make a living and whoever of you hustles, knows how it’s important to have a business they can promote locally or in targeted markets.
This can be a powerful tool for the ones that are smart to use it the right way and convert those audiences into sales or new customers or whatever your end goal is. After you master this, managing ad campaigns can maybe even become a part time job for you.
What to do about it?
The options and tools that advertising platforms like Google’s AdSense and DoubleClick solutions offer today, together with the plethora of social networks including Facebook Ads, Snap Ads and LinkedIn Ads; force you to expand your horizons and try to reach your targeted audience using data that’s never been available before on such a large scale.
One of the ways to get in front of your perfect customer with a content that will lead them towards conversion is through location based marketing. One of many promotional techniques that can combine the good from both the advertising side and the brand building side of marketing.
Now let’s see how can you implement some cool geographic segmentation tricks and minimize that bid while gaining maximum conversions for your investment:
1. Create customer personas and stash them under your pillow
You need to know who exactly are you targeting. There can be multiple customer persona’s you’re after, but you need to know who are they before you start creating your ad creative and organizing your ad campaigns. To get you started, here’s a nice and all around persona worksheet:
2. Learn about your audience and their interests
When you know who are you targeting start learning as much as you humanely can about their interests, which will lead you to research about the:
- Daily routine of your targeted audience
- The time frame they’re most active online
- Who influences their decision
- Where do they spend their free time
- What do they do over weekends
- What are their priorities
And much more …
When you acquire this type of information you’ll be able to do a better segmentation to your target audience, which will lead to a more detailed local targeting.
3. Be detail orientated and smart with your targeting
Till now you know who are you trying to reach, when is this person available and what is their daily routine. To give you a better scope of what you can/must do next here’s a little example:
- You’re targeting Bud Steele who works in the logistic industry as a trucker and he works 3 days per week, 15 hours per day. In his free time, he likes to play with his three kids and go to MLB matches.
- You can now decide to target him with a more personal copy where you connect your product or service with his personal life, in a time where he’s not at work and at a location where he spends his free time, which in our example is a MLB match or a place where people follow this type of event.
There are literally dozens of ways you can think of to reach your targeted persona in a:
… that’s most in sync with their needs.