Unless you offer your products and services “everywhere”, you’ll want to focus your marketing on your defined trade area. That might be just a neighborhood, your entire community, a city and its surrounding suburbs, multiple counties, your state or a multi-state area. This requires geographically targeting or “geo-targeting” your marketing efforts. It obviously makes no sense to spend promotional dollars to reach distant prospects who probably won’t become customers or clients.
You’ll likely employ much of the marketing methodology discussed on other pages on this site with geo-targeting restraints:
- Email lists restricted to your trade area.
- Pay-per-click advertising limited to your designated areas.
- Mobile advertising similarly directed.
- Etc.
You’ll also want to take the extra steps necessary to assure that your business is included in Google Places, Bing Places for Business and similar locally focused locator tools.
Locally Focused Advertising Opportunities
It may also be appropriate for you to advertise on locally focused Web services that potential customers or clients use by first specifying their city of interest assuring that leads are geographically appropriate. Examples include:
- CraigsList
- Angie’s List
- Yelp
- Thumbtack
- BBB
- Etc.
Geographically Specific Content
You connect to the “World Wide Web” through your Internet Service Provider (ISP) who assigns you a unique 12-digit number called an Internet Protocol or IP address. Your IP address identifies your physical location and more. As an example:
Your site visitors’ IP address allows site content to be customized based on their location to, as an example, show their local time or weather, customize pricing by location or even select the default site language.
I look forward to assisting in better targeting your market areas.
I collaborate effectively with clients all over the world using telephone, Email and live screen sharing ... ask for a reference list. You can contact me right now at 505.750.4728 or PatRiley@DigitalPersonalities.com!
