Geotargeted marketing is a marketing and advertising method that entails displaying different content or promotions to consumers depending on their geographic location. Geotargeted marketing is often used in paid campaigns to ensure that the ad reaches and targets local prospects; the content usually relies on an assumption of knowledge of consumers’ locations.
Geotargeting is highly specific, often relying on “near me” mobile searches. The end goal, much like many other forms of marketing, is to increase conversion rates. Bringing the right influencer into the geotargeted marketing can make your targeted content even more powerful.
Using an Influencer
An influencer is an individual who typically has a substantial, highly engaged audience, who can use that audience to affect the purchasing decisions of others. This power comes from the influencer’s recognized authority or knowledge, the influencer’s position, and the relationship with the influencer’s audience. Essentially, any individual who has a following in a particular market niche can be an influencer, with the power to impact purchasing decisions.
Finding the right influencer for your product, service, brand, or event is critical to the process. The good news is, today’s platform technologies already offer targeting capabilities that many producers simply don’t know about or aren’t using.
Geotargeted Influencer Marketing
Pairing geotargeting together with influencer marketing makes your branded content exceptionally relevant and personalized to your desired audience. When your advertising has been finely tuned to your desired audience in your desired location, you have a much better chance of reaching those you want to attract with the message you want them to hear, when you want it heard.
In other words, geotargeted influencer marketing combines the influencer’s clout within their geographic location with your powerful geotargeted message to create an extremely persuasive marketing campaign.
For example, if your business opens a new location in a specific area, or hosts an event in a specific market, you can bring in a local or regional influencer, well known to your targeted audience, to raise awareness and drive business to the new location or to the event. The connection between the brand’s intended audience and the localized messaging of your geotargeted influencer is a highly effective message that will likely resonate with a local audience.
Local Influencers and Local Business
Local influencers make excellent advertising partners for local businesses. They already have a local follower base that you can leverage for your promotional materials. Their powerful influence allows your business to connect with that follower base geographically close to your organization and to share brand benefits through the eyes of a local influencer. Understanding and sympathetic to the needs and wants of their followers, influencers can use their local credibility to shape your message and differentiate your product or service from others in its locale. Some examples of geotargeted influencer marketing might include:
- Using a popular local chef to promote a new food store related to the chef’s style
- Using a local athlete to promote athletic equipment or nutritional supplements
- Relying on a local fashionista influencer to promote your new local operation in a national clothing, makeup, or jewelry chain.
- Promoting a restaurant by naming a menu item after a local influencer.
For many, these “personal” recommendations are as powerful and influential as one from a personal friend or relation. Your targeted audience will respond to the influencer’s recommendation partly because it feels personal and not like a traditional sales gimmick.
Improving Your Authenticity
Influencer marketing, primarily when targeted to a geo-specific audience, allows you to respond to that audience’s real needs and interests at that moment. This is a highly effective technique for dealing with ever-present consumer uncertainty. By working with authentic influencers in their local markets, you can advertise with a focused approach rather than relying on a spray-and-pray method. You can create and share intensely personalized messages shaped by the power and reach of the local influencers you work with.
Geotargeted influencer marketing adds to your brand story by including critical local perspectives. It gives you access to genuine people who truly care about their region and are known for their expertise or are strongly associated with the locality.
ROI
Geotargeted influencer marketing, at its simplest, is cost-effective. Yes, you will reach some audience members that you don’t care about reaching. But, the intensely specific and localized messaging involved in geotargeted influence marketing means that you also reach primarily those you want to reach. Whatever the nature of your campaign, this type of marketing will give you focused, already filtered responders.
Location, Location, Location
In the end, personalization to a given location is an increasingly necessary – and effective – promotional strategy. The location technology available to you to narrow your focus, the use of already known and trusted local influencers, and the continuing localized attitudes of consumers all work together to make geotargeted influencer marketing one of your most exciting and effective marketing options. Taking advantage of an influencer’s strong local connections can help you foster meaningful audience connections that drive the financial results you need for your business or event.
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