Right now, more than ever, the public wants to support local businesses to make sure the local Baltimore area economy stays strong. No matter what size your business, now is an ideal time to start targeting potential local customers and to consider geolocation targeting and SEM in your advertising plan.
So, what is geotargeting?
It’s not just Facebook and Google now that allow you to localize your marketing. Geotargeting, also known as local PPC, is the practice of delivering different content or advertisements to consumers based on their geographic locations. In paid search campaigns, geotargeting is often used to advertise to local prospects.
One Baltimore Sun success story
The Stanford Grill in Rockville needed significant help bringing in a lunch crowd. The restaurant is very successful in bringing in customers for dinner and brunch, but lunch needed a boost. With so many office parks and a country club nearby, Stanford Grill should be an easy go-to for many area workers.
Stanford Grill implemented weekly lunch specials and the Baltimore Sun utilized conversion zones to help promote them. We used mobile hyperlocal targeting on all office parks, medical buildings, law offices and car dealerships within a 5-mile radius. We also outlined the entire county club — golf course and all. The creative promoted lunch specials.
The Stanford Grill saw immediate results within the first week. Four days into the campaign, the general manager called the marketing manager and said they actually had a wait! Hyperlocal targeting made this campaign a success.
Hyperlocal marketing during this global pandemic
Hyperlocal marketing can let as many people as possible know about any changes in your business, like new operating hours or business policies. It can also promote any new marketing strategies you’ve adopted, like free delivery, curbside pickup, gift card sales or heavy discounts — all smart ideas to get new customers.
Here are some hyperlocal marketing trends that can get your business through this pandemic:
Geotargeting both the native ad impressions for your branded content and social posts to specific zip codes, states or DMAs.
Demo-targeting social posts to help hit an even more specific audience (i.e. gender, ages, interests).
Direct mail, which can go to the specific locations and people you want to connect with.
Targeted email blasts, which can also be targeted to specific areas, based on your location/ideal audience.