Your Target audience is a group of individual buyers that are most willing to buy your products or services. Your target audience is defined by various factors that you decide. Some of the many factors that are always kept in mind before defining your target audience are age, gender, income, location and interests. Your target audience will definitely vary depending upon what you sell, it can be niche or broader.
Knowing your target audience is extremely necessary as it will define every marketing plan and strategy.
Targeting your audience now has now reached an advanced stage. Rather than only using basic one or two target audience demographics, marketers now also use customer journey analytics. These analytics allow marketers to understand the behavioral pattern of the target audience better.
One of the challenges while targeting your audience is actually reaching them, that is, converting them and turning them into buyers. If your targeting audience is too broad and your branding campaign is not working, try targeting a smaller segment of people.
What is Geo-target marketing and Radius targeting?
An effective way to overcome this challenge is by geo-targeting, also known as geo-targeted advertising. Geo-targeting helps the marketers to focus on a specific market. This way the messages are more relevant and have a better ROI.
Before starting with geo-targeting ads, there is another specific type of geo-targeting that is known as radius targeting. Radius targeting is for customers whose location is very precise and exact. It is mostly beneficial if you want to boost foot traffic in your physical storefront.
Geo-target Marketing –
With geo-targeting ads, it is necessary to target the right audience with the correct content and at the right time. Geo-targeting is also supported by various social media channels, together they can easily create a successful ad campaign. A few popular geotargeting softwares are:
Facebook Geo-targeting –
Allows you to target by free trade area or features like “Emerging markets”. Holds its place and title of a powerful advertising channel with over 2.7 billion active users.
The platform also supports you by monitoring your ad performance along with noticing your ad performance in different regions.
Google Ads Geo-targeting –
Google provides multiple options including targeting a radius around a particular location. You can also target using “location groups” , which includes Places of interest and tiered demographics. All this is a part of Google’s advanced location options. The best part is not this but the ability that Google provides you, to exclude people based on their locations.
Instagram Locations and Geotags-
Enables you to make posts with location, this way when a location is searched you will show up. Instagram also revealed that the posts tagged with locations have a comparatively better engagement rate of 79%. Also, target the audience based near you so that they reach your physical storefront. To do so, always broadcast your location via geotags, hashtags or stickers in the story.
Instagram provides a different feature known as Instagram’s location targeting feature. Simply go to Instagram’s Ad Manager and select various stats and locations you want your ad to show.
LinkedIn Geo-targeting –
LinkedIn knows the power of geo-targeting. Geographic location targeting is a required field, you have to fill out. With a wide user base, LinkedIn has endless options to target based on region, stats and countries. For the purpose of advertising, LinkedIn allows you to only target long-term, permanent locations.
Following are the steps to summarize the whole process of geotargeting:
- Research and understand your target audience
- Mark your geotarget using correct boundaries
- Make a good and actionable ad
- Review your efforts regularly
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