Construction companies acquire a large number of their clients through referrals or word-of-mouth. However, a savvy company that wants to compete at the highest level also needs to know and apply some of the most effective marketing techniques to expand their reach and gain more clients. Geo-targeting is one of the more useful of these techniques.
What Is Geo-Targeting?
Geo-targeting is an online advertising and marketing method that delivers targeted messages and advertisements based on a potential client’s geographical area. If you’ve ever been searching on Google, for example, and had an advertisement for a local company appear on your screen, you’ve been on the receiving end of geo-targeting.
Geo-targeting can be applied to potential clients who visit your website, your social media pages, or anywhere else you maintain an online presence. The process of geo-targeting an online ad requires the ability to read a visitors IP address, the unique electronic number that identifies each computer using the Internet. The numbers of an IP address allow a geo-targeting system to determine a user’s location, often down to the level of individual towns or streets
Using Geo-Targeting to Get New Clients
- A geo-targeting system can serve up advertising relevant to a specific geographical area. For example, if your company serves clients in Minnesota and Florida, a geo-targeting system can tell if a potential client is looking at your site from one of those areas. It can then present advertisements and marketing messages that are specific to client’s needs in those areas. At the same time, geo-targeting can exclude advertisements to potential customers that are not likely to need your services.
- With geo-targeting, you can focus your marketing efforts in specific geographic areas, such as in a radius around your store or company location. This allows you to focus on local prospects that are more likely to respond.
Construction Monitor provides data, industry information and marketing tips that can help construction firms of any size increase their client base. Contact us today for more about geo-targeting and how you can use it to apply focused customer acquisition techniques to your marketing efforts.