Successful eCommerce marketing involves understanding where your target market is located and using insights about them to your advantage. It is important to realize that the concepts behind location-based and local marketing are not the same.
To use both efficiently, it is important to understand the differences between location-based and local eCommerce marketing campaigns.
What is Local Marketing?
Local marketing is also known as neighborhood marketing or local store marketing. This marketing targets local consumers and directs them towards the company’s website or social media. This involves reaching out only to people within a radius of a few miles of your business.
It was traditionally done via billboards, which directed tired travelers to motels for the night. However, it can now be done offline as well.
Targeted ads are placed on search engines and news websites to target customers. You can also target customers through local listings for a business on Facebook and Google.
Local marketing can be used by small businesses to promote an event or tell people that they sponsor a local team. Online ads can be placed that look similar to those in local newspapers or business websites.
Local Marketing is Important
You can build a lasting relationship with your local community by hosting events or sponsoring sports teams. This will help you gain more customers. It builds trust in your business when people view you as an integral part of the community.
People want to find the closest and most convenient place to shop or eat. Local marketing can help them find you by helping them search for alternatives. This allows you to be relevant to their needs and prompt. Local marketing is a great tool for eCommerce businesses that are just beginning to get started. It fosters trust and relationships within the community while increasing sales.
Strategies for Local Marketing
Local marketing strategies can help eCommerce businesses reap the above-mentioned benefits. These are the benefits.
- Local and On-Page SEO
People search locally for local businesses to find immediate solutions and make purchases. Local searches are location-specific. Because search engines such as Google can detect if users are looking for business suggestions or lists of businesses, local SEO is crucial. Based on the query entered by the user, they show local search results.
On-Page SEO and local SEO involve optimizing the URL, meta-description, title tags, and the body of the content you have on your site to include location-based long and short keywords used by your target audience. All links should be useful and relevant for people who click on them.
- Optimizing your Google and Facebook Listings
Google ‘My Business’ or Facebook listing your business will please the search engine and social media giants. They provide information to many places, including Google Maps which displays the local ‘packet’ of search results when users search for their options.
You want your information to be accurate and up-to-date so that it is more visible, attracting users to click on your site. Google My Business attributes, Q&As, and reviews are created by users who interact directly with your listing. Make sure it counts.
- NAP – Names, Addresses, and Phone Numbers
These are called citations and appear together on your business listing, directory, or review sites. This is particularly important for local SEO. You want to appear in places where people search for businesses in your niche. Competitors will soon be there and take your market share.
To ensure consistency, make sure you use the same spellings, numbers, and spaces when you set up social media pages or directories. Your search engine rankings and discoverability will be negatively affected if you don’t adhere to the same citations for all channels.
- Register your local business in the Directory
Local business directories and yellow pages help relevant users from your target market discover your business. This allows your website to be found in specific categories by interested visitors. It creates greater visibility online for your business.
- Event Marketing – Community Event Sponsorships
Sponsoring little league sports championships or organizing them allows you to promote yourself and create networking opportunities. They get to know you personally, which makes you more approachable and therefore more business-friendly.
- Cross-Promotion with Other Businesses
This is a great way to reach more people through local marketing. Influencers, non-profit organizations, and other businesses can all help.
You can collaborate with other businesses to create awareness campaigns or organize events that wouldn’t be possible on your own. To ensure that you don’t harm your business or engage in direct competition, do your research first.
- Becoming an Experience Event Host
One local marketing strategy is to host a workshop that addresses the problems of your customers, such as hosting a Q&A. To inform your target audience about your event, create an event on the same social media platforms, such as Facebook and Instagram. You can even send them to push notifications directly to their phones.
These events provide valuable insight and data about your target audience that you can use to improve location-based SEO marketing and other strategies.
What is location-based marketing?
Geo-location marketing or location-based marketing is more data-driven than local marketing. This uses a mobile device’s GPS location to send push notifications to nearby users about special events, discounts, and promotions.
Geo-targeting uses a visitor’s IP address to determine if they are in a specific geographic area. Because IP addresses are not specific, it’s better suited for larger target areas like cities.
Geo-fencing uses a mobile phone’s GPS signal as a way to determine if someone is within the same area as a local business. This is more precise than Geo-targeting and can be used for more specific targeting.
Businesses use geo-conquesting to attract customers away from their competition by using location-based advertising. You send promotional content and discounts to customers who visit the store of a competitor. This will encourage them to go to your store.
Bluetooth connectivity is used to obtain location data from nearby devices using beacon technology. An eCommerce website and a physical store can create a beacon that informs users regardless of signal reception.
Proximity marketing, a location-based eCommerce marketing strategy, allows you to target potential customers by creating personalized ads based on how close their mobile devices are to them. This positively influences their purchase decision.
The importance of location-based marketing
The many benefits of location-based marketing include more conversions, loyal customers, and higher sales.
- You get more sales
You can attract more customers by using location-based marketing to target those who are most interested in purchasing. You can increase the likelihood that they will purchase your ads by placing them in front of them when most of their attention is on buying.
- Higher Conversion Rates
Geo-conquesting or Geo-fencing can be used to stop potential customers from leaving your store and increase footfall. They will buy products that offer a discount or promotional deal as soon as they see them. Businesses can convert more customers because of the convenience and immediacy provided by ads and location-based targeting.
- Location-Based Segmentation
Segmentation allows businesses the ability to group customers according to their socioeconomic status, activities, attributes, or shared interests. It is essential to consider the accuracy and ethics of the methods used to collect location-based data in assessing the data’s overall quality.
- Increase Your ROI
Smart work is more important than hard work when it comes to location-based eCommerce marketing. It creates better engagement and conversions when marketers use location data to personalize their promotions to customers.
Ideas for Location-Based Marketing
You have many options for marketing your online business through location-based methods. It all depends on whether or not you have access to the data.
Use PPC for Geo-Targeting
Paid-per-click ads can be extremely powerful when they are combined with customer segmentation and location data. You can display PPC ads in specific geographic areas when you create ads on social media.
Location tags on social posts
Social media posts can be targeted with your location to show where the sale or discount is taking place. Platforms like Instagram, Facebook, and Twitter can tag their posts with location tags to improve visibility. Your posts will be displayed prominently when users search for products by location.
Optimizing Your Site For Mobile Users
You can leverage location-based marketing by making your website mobile-friendly. This means that you can use responsive design to make it easy for users to take action.
Notifications about location-triggered notifications
Push notifications can be sent using Geofencing and proximity marketing. This allows customers to get information on their phones about your offers, whether they are near your store or another competitor.
Mike Patel is a digital marketing enthusiast, innovator and President of a leading Digital and E-commerce Development Agency in Dallas, Texas. Mike holds a BS, Computer Science degree from Wayne State University and is a key player in the E-commerce development and digital marketing industry since 2004. The scope of technology in his extensive experience of more than 15 years ranges from Magento, Shopify, BigCommerce SEO (Search Engine Optimization), PPC (Pay Per Click) management, E-commerce SEO, Google Shopping Ads and more.