By Zac Johnson
Have you ever wanted to get involved with local advertising online, even if you aren’t a local based business? If so, this article is going to provide you with some of the most effective ways to start thinking “local”, while not having to actually be a “local” based business.
The truth is, there are billions of local searches are performed daily. However, not all of them are even ‘real’ local businesses. Instead, brands and businesses around the world are using the concept of location-based search rankings and targeting to simply cater to a more specific audience while increasing costs and lowering conversions at the same time.
Using Landing Pages to Serve a Local Experience
To show you an example how one industry is actively using local targeting data to convert their audience into paying customers, let’s take a look at the online dating industry. We all know that sites like eHarmony, Match and Mate1 accept users from all around the world, so why would they have a landing page like the one below that is focused on a local market?
Simple… it engages with the end user and converts like crazy in comparison to a generic landing page.
The section of the landing page that says “Meet Singles in Brick” is automatically built into the landing page based off the IP address of the person when accessing the site. The company promoting the landing page only needs to make a small coding change on their end, and it will automatically update for each person accessing the site, while also showing their specific geographic location. To see more examples like this, check out the full list of high converting dating landing pages.
Landing pages are one of the best ways to convert any type of audience into a high-value customer. It’s all about grabbing their attention, getting the audience to take that first step (click or registration form), then leading them through a process to complete an action.
Offering a Valued Service to Local Residents
As important as landing pages are, it’s also crucial to make sure you know how to best target your exact audience and provide a valued service in the process. For example, if you wanted to promote a local renaissance festival in your town, you wouldn’t necessarily want to advertise it to people within your state that live 50 miles away (because they would be pretty far). You also wouldn’t want to promote it to audiences who weren’t interested in renaissance festivals in the first place, as this would just be wasted advertising.
For this type of advertising, running a campaign on Facebook Ads would be perfect since you can target based off individuals interests and their geographic location.
However, most people like to create local campaigns through content creation (seo) and using keywords to send paid traffic to custom landing pages… similar to the ones mentioned earlier in the dating space.
A great example of this would be if you were a business that provided car title loans to individuals living in the United States. While it’s clear who your audience is (anyone looking for car title loans), the target market is simply way too vast if you are going wide scale across the country. A better way to approach this would be to setup individual landing pages or websites to try and rank for relevant long tail keywords by state. For example, building a campaign/site and trying to rank for “Chicago Title Loans” organically would be much more effective (both in cost and conversions) than trying to rank for a generic term like “title loans”. You could then replicate the process and target the most popular or highest value states for your business.
For marketers with a budget, this could also be set up as a straight paid search campaign as well. If you go to Google right now and type in “title loans“, you are probably going to see a few paid advertisements at the top of the results — some of which will be targeted towards the state you are currently in. This is another example of a generic business using localized advertising to increase conversions and interest (while likely offering their generic service behind the scenes).
The world of localized advertising is nothing new, but the ways different brands and businesses are using local marketing to reach new audiences is changing all the time. Google is now focusing more of their efforts on local search results than ever before. To help with this process, Google wants all local businesses to verify their business to make sure their listing within the search results has the most updated and accurate information possible.
Zac Johnson is a online marketer with nearly 20 years of experience. You can view my personal blog at ZacJohnson.com and my latest blogging resources and tools at BloggingTips.com .
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