How geotargeted marketing can improve your conversion rates

How geotargeted marketing can improve your conversion rates

November 17, 2021 at 4:00 PM

Laptop showing marketing figures and results

Every online user landing on your website or interacting with your ads is unique in terms of culture, traditions, upbringing, buying behavior, and many other different factors. As such, your website and ads must respond to the user’s immediate needs and what’s happening around them.

That’s where geotargeted marketing comes in. This marketing strategy can help your website accommodate the needs of your visitors. Used properly, it can translate your marketing goals in a way that a culturally-diverse audience will easily understand and appreciate. In turn, this can increase conversion rates and improve your overall marketing efforts across the board.

At GeoReach, we utilize geotargeted marketing, geofencing, and other super creative marketing strategies to deliver tangible results for our clients. Let’s walk you through what you need to know about geotargeted marketing and how it can work for your business.

What is geotargeted marketing?

Geotargeted marketing (also called geo-marketing) leverages location-based cues and highly targeted information for crafting marketing strategies and campaigns. These valuable pieces of information are pulled from internet searches and social media.

In geo-marketing, factors like the weather, economy, political landscape, culture, traditions, and many more are considered to make marketing campaigns as targeted as possible.

This allows you to introduce your brand to your target market in a way that they can easily relate to, which in turn, prompts engagement and improves the chances of conversion. It’s also a great way to market your business to other people without disrespecting their beliefs and culture.

3 methods for increasing conversion rates with geotargeted marketing

1. Use weather-related promotions

Weather influences consumer behavior and buying decisions. For example, hot weather calls for cool refreshments like soda, iced drinks, and cold foods. You can also expect people to buy looser clothing like tank tops or shorts during this period. Additionally, air conditioning costs will go up as people would want to stay cool indoors.

Hence, air conditioners, cold drinks, and loose-fitting clothing sales tend to increase during hot weather. There are a lot of ways how weather can influence a consumer’s decisions. How do you think the weather affects your business?

2. Leverage language

English is a global language, yet not all people are fluent or proficient in understanding, reading, and speaking it.

In the 2021 English Proficiency Index, 27 countries are moderately proficient, 18 are highly proficient, and 13 are very highly proficient. The rest are below moderate proficiency.

By providing different language options on your website, you can talk to customers who are not proficient in English.

For example, you could compare the conversion rate of Hong Kong nationals visiting the English and Chinese-translated website. If Hongkongese people prefer reading in their mother tongue, you should continue using Cantonese in ads and posts.

3. Use geographical or cultural promotions

Geography and culture are almost always intertwined. Festivals, celebrations, and religious beliefs come into play as well. With geo-marketing, you can put ads that are acceptable to the people seeing them.

For example, countries with strong Catholic influence like France, Brazil, and the Philippines celebrate Lent. During this event, the church encourages believers to abstain from eating meat during all Fridays of Lent.

Thanks to geotargeted marketing, restaurants and fast-food chains can switch up their marketing messages to focus more on fish-based dishes and snacks during these religious observations.

Drive up your conversions with geotargeted marketing from GeoReach

At GeoReach, we can help you study your target audience and market your brand in a way that makes the most sense to them. We spend hours knowing our clients’ strengths and use this information to craft unique stories that set them apart from the competition.