In recent years, consumers have experienced various changes in terms of the way they do their shopping. Namely, the so-called ROPO strategy has grown exponentially. People like to do their research online or offline and make their purchases offline and online, respectively. In order to keep track of these changes and properly cope with them, retailers are forced to figure out new ways of getting in touch with consumers.
More personalized content marketing using the right social media channels, text messages, and other relevant communications solutions seems to be the future of marketing. Geo-targeting can be critical when it comes to driving more traffic to a website and generation higher conversion rates. If you are about to set up a webshop or blog you should already from the start, even when it comes to choosing the template for your site, consider if you will be using geotargeting or not. You may think it's something you can easily add later on if you see you need it but if you don't get it right from the beginning you may end up realizing you wasted months or years of work. It takes a long time to get traffic to a website and that traffic is based on a lot of things you do both on and outside of your own domain. Changing a template or even worse, having to move to another web provider can cause you to lose your traffic. That's why you carefully should consider even your long term goals when you choose your template for your new site. One of the factors that may, or may not be relevant for your business may be customers from other countries. Geo-targeting your site can be the best way to make sure you get traffic from the correct countries. If you haven't yet acknowledged the benefits of geo-targeting then, these next few lines should help you out.
What is Geo-Targeting
In short, geo-targeting is an active response to geo-locations. Once you have successfully the location of your site's visitors based on their ID addresses or other data, they will receive content that is specific to their location. This is called “geo-targeting” and it could focus on the visitors' country, city or zip code. The more relevant and location-specific the search results in a search engine, the higher the conversion rates. Websites need to be built in such a way that they can effectively cater to the exact needs of visitors originating in different parts of the world. Also, the language of the website's content, the currency used the local offers and the rest of the visual elements will need to match the targeted audience based on their geo-location.
Probably one of the most relevant examples is that of an online casino that caters to the needs of players in different countries or even on different continents. When a player from Canada or Australia will access such a website, their offers in terms of welcome bonuses, currency options, and gaming offers will differ from the options that players from Germany, Scandinavia or India will see. This is to simplify the overall online experience of players and drive more traffic to the site. A player who only speaks Spanish will have a more difficult time accessing an all-English website. By giving them the option to have the main website page redirect to the Spanish version with the help of IP-redirect solutions, they will have no reason to leave the pages. How successful geo-targeting works in real action can be seen by clicking on any of the online casinos in Germany from this list
and see how you are automatically directed to the language version of the country where your IP number is located.
How it Works
You can use various forms of coding for querying the geolocation database. You can also use numerous web services and tools and send out customized messages your site visitors are going to appreciate. Keep in mind to also check out Google website optimizers so you can run the most efficient tests based on different geographical locations. Carefully segment your website traffic and define all of your other actions base don this specific segmentation.
Make sure to always test out your strategies with the help of global proxy networks that allow you to browse the internet from an endless number of locations. Get to see for yourself whether your strategy actually works and change any incorrect settings. Test the performance and latency and work at improving whatever might be wrong with them. This will result in higher conversion rates. Also, keep in mind that the local ads you have on your website will also make or break your entire geo-targeting strategy.
Make sure to also use geo-targeting as a way of optimizing your funnels and rely on advanced monitoring tools to gain a better understanding of your audience and competitors. For more information on geo-targeting and geo-location tools, feel free to get in touch with us and let us answer your every question.
Step Into The Future
Retailers and shoppers have started to bond more during recent years and personalized content and geo-targeting is a must to ensure the success and future growth of a business. Thankfully, business owners, marketers and entrepreneurs alike have a variety of excellent tools at hand. Most of these resources are either free of charge or highly affordable and the amount of information that can be found online is also worth mentioning. There is no real excuse for a business not to step into the future and embrace the inevitable changes that will be pushing them forward.