How Does Geo-Targeted Marketing Work?

geo targetingBy its very nature, a construction project’s development is deeply intertwined with the needs of the geographic area where it takes place. Geo-targeted marketing lets you address your ideal prospect’s location-specific interests to show them you understand their needs.

What Geo-targeted Marketing Does

Simply put, geo-targeted marketing, or location targeting, means directing your online marketing at specific geographic areas. Offline, you can easily target residents of a particular area just by placing ads in local newspapers and radio programs. Online, unless your ads are geo-targeted, anyone can see them. That makes it hard to speak to the differing needs of people in diverse locations.

When you geo-target your marketing, you can customize your ads to let your would-be clients know you understand the challenges they face, such as working within strict building energy codes or building in heavily forested, high-elevation areas. By focusing on relevant specifics, you’ll attract attention and build trust.

The Technology Behind Geo-Targeting

Geo-targeted marketing typically works by using a visitor’s IP address to determine their location. To do this, ad servers and platforms use information from geolocation services. This method isn’t flawless, but it can usually narrow down a user’s location to their postal code. When you advertise on a platform such as Facebook Ads or Video Ads for YouTube, you can choose to show your ads to a specific city, neighborhood or postal code, depending on the platform.

This lets you offer location-specific ads that lead to landing pages designed especially for that area’s audience. It also helps you target by demographic group by focusing your marketing on areas that are favored by a certain age- or income-range. If you want to attract people to an event at your office, you can send SMS ads or place online ads that will reach those within a small radius of where you are. For behavior-based geo-targeting, you can target the area around places your potential clients might visit, such as home improvement stores.

 

How People-Based Marketing Can Boost Engagement

people based marketingWith so many ways for your clients to interact with your construction firm both online and off, it can be hard to present a consistent, personalized message. People-based marketing lets you tie your marketing data back to individuals, so you can speak directly to them in a way that gets a response.

Focus on the Individual

People-based marketing involves tracking an individual wherever they interact with your business so you can provide a more cohesive, customized experience. Imagine Tom, a 35-year-old homeowner, finds your site while researching remodelers on his iPhone during his lunch break. When he gets home, he joins your email list from his laptop. Later in the week, he calls you for more information.

With traditional methods, all you’ll have is data showing that someone interacted with your firm on mobile, on a laptop, and offline. People-based marketing lets you connect your data to individuals, giving you a clearer view of how they interact with you so you can give them an experience that’s in tune with their needs and interests. Instead of marketing to 30-something homeowners in general, you can market directly to Tom.

Provide Content that Gets Attention

When your visitors get what they want from your online content, they have more incentive to stick around and engage with you.

Recommend blog posts that resonate with them and you’ll get more comments. If those blog posts touch on issues related to groups your visitor is a part of, you’ll get more social media shares, too. When you find just the right moment to suggest joining your email list, you’ll see more sign-ups. Promptly follow up with your recent clients, and chances are you’ll receive more positive online reviews. Better yet, you’ll no longer have to risk annoying your prospects with interruptive ads.

The more time your prospects spend interacting with your firm, the stronger a relationship you can build, and the more likely you are to see a sale.

 

Using Geo-Targeted Marketing To Build Your Client Base

geo-targetingThe better you show you’re able to meet a prospective client’s needs, the more likely that prospect is to trust you with their construction project. With geo-targeted marketing, you’ll find more of your ideal clients while also demonstrating your awareness of their needs.

Focus Your Efforts with Paid Search Advertising

Geo-targeted marketing is the use of geographic data to fine-tune your marketing. In practice, it often means directing specific marketing messages towards individual cities, states or regions. Because managing a construction project requires knowledge of local geographic conditions as well as regulations and codes, those looking to hire a construction firm frequently search using location-related terms.

One of the fastest ways so get your firm’s name in front of those searchers is through pay-per-click (PPC) ad networks. These networks, which include Google Adwords and Yahoo! Bing ads, let you bid on specific search terms in order to appear in the search results.

If you’re in the South and specialize in residential construction, you might bid on phrases such as “Atlanta historic home renovation” or “Skidaway Island remodeler.” To pick up even more local leads, experiment with names of neighborhoods, famous streets, and landmarks, as well as ZIP codes.

Design Location-Specific Landing Pages

Creating a webpage specifically for each city or area you’re targeting has several advantages. First, it helps optimize your site to show up in online searches for location-specific terms.

Secondly, it lets you demonstrate local expertise and start building a more personal connection with your visitors. You’ll be able to address in detail the specific concerns and issues that might arise in that location.

It’s particularly important if you decide to use PPC ads in your geo-targeted marketing mix. Sending your visitor from a location-specific ad and to a location-specific webpage keeps your message consistent and professional, and reduces distractions.

For the highest conversion rates, focus your page on getting your visitor to take one definite action, such as filling in a contact form or signing up to download a free information.

To learn more about using geo-targeted marketing, contact us at Construction Monitor.

Geo-Targeting and How it Can Help You Land New Clients

geo targetingConstruction 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.