Geotargeting by businesses on social media has been in common use for about 5 years. The tools are taken for granted. Your page, your ad, your business will be shown to those who are in your geolocation; great. However, should you be doing more to ensure that not only is your ad aimed at those in your region,  but also at those in potential extended markets too? 

While geotargeting helps brick-and-mortar stores to attract those in their area, can it also be used to attract the attention of those in your online regional markets?

Let’s take a look at how to utilize geolocation tools.

Capitalise on Specific Interests and Events

You can target your event to specific interests, and to people all around the world. While you might be hosting a marathon event in China, there is no reason you cannot promote the event in Australia, South Africa, Canada – anywhere that people using the social media platform are looking for information about running races.

You can configure your ads to display for specific interest groups. If your online store specialises in vintage design T-Shirts, you can use geolocation targeting to advertise to people in niche markets. People who are interested in ‘vintage T-Shirts’ who identify themselves by the clothing they choose tend to cluster together, and geotargeting your campaigns can help to extend your reach to specific markets.

Embrace Hyper Targeting

Basically, you can spend more per reach than larger businesses because you are focusing your campaign in one region, rather than trying to reach a global audience. While this strategy is usually employed by brick-and-mortar businesses, it can be used by online businesses too.

Hyper-targeted marketing produces a much better return on investment and higher conversion rates, according to analysts. Think about what levels of geolocation targeting (such as by postcode, city, or neighbourhood) and population segment (such as age or gender) would work best for your company. For example, a subscription to monthly dog boxes for older pet owners who can have tailored food and toys delivered to their door for their pet.

Know Where to Focus Your Social Ad Buys

You need to take the time to know your customers and where they are consuming media. Creating a customer profile using Google Analytics data can help you to understand what campaigns are going to resonate with your audience and the style you should use to reach customers.

If you can determine that a majority of your customers are coming to your website from Instagram, for example, it makes sense to put the majority of your ad spend towards that channel. When you understand where your traffic is flowing from, both what channel and what region of the world, you can commit to a strategy to engage that audience and improve your engagement strategy elsewhere.

Use Location Stickers and Tags

When creating stories on Instagram, be sure to use the location sticker. In 2017, Instagram began generating geolocation stories, which compiles user stories based on a particular location. This has led to advertising featured in Instagram-curated establishment stories, city stories, and country stories, increasing their reach and expanding their potential client base.