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.


Going Mobile: Reaching Your Audience On The Go

mobile marketingYour prospective construction clients are busy people, which means they’re often out and about using their smartphones and tablets. Skillful marketing on mobile devices lets you grab their attention no matter where they are.

Get Mobile Friendly

Before you set out to target mobile users, get your site ready to convert those visitors into leads. Thoroughly test how well your site performs on mobile devices. In particular, make sure your construction work portfolio looks appealing enough to attract interest. Online device emulators can help out with this. If you’re serious about marketing on mobile devices, invest in a responsive design that will display perfectly on all devices. Ideas to make your site more accessible include:

  • Create succinct, well-formatted content that’s easy to skim through on a mobile device
  • Keep your headlines short to ensure they display well on narrow screens
  • Add brief summaries to the beginning of your blog posts
  • Use short paragraphs and plenty of white space, and break up content using subheads, images, bulleted lists, call-out boxes, and styling such as bold and italics

Target Local Prospects

Local searches are common on mobile devices, particularly for service-based businesses like construction. Help your local prospects find you by setting up profiles on local business directories. Google My Business, which ties in with Google+, as well as FourSquare, Merchant Circle, and Citysearch are good places to start.

On the mobile version of your site, provide your firm’s physical address, contact information, and hours of operation in a clearly visible position. Visitors should be able to find them at a glance.

Give some thought to Promoted Pins on Google Maps. This feature puts your company’s logo right on the Google Map to help you stand out from your competitors.

If you run print, TV or other offline visual ads, create QR codes for them that lead to a mobile optimized landing page. These grab your potential leads at the exact moment they’ve shown interest in your services and give you a chance to capture their contact information.

For more tips on marketing on mobile devices, contact us at Construction Monitor.