How to Create Marketing Campaigns Based on User Location?

Location-based marketing is also referred to as geomarketing or geotargeting. It is a marketing strategy in which users' general location is assessed and used to deliver them targeted messages or marketing campaign content. 

When it comes to benefits, geomarketing offers businesses several advantages, including increased engagement and high conversion rates. In this blog post, we'll walk you through the practical steps needed to create marketing campaigns based on user location. 

Steps to Create Marketing Campaigns Based on User Location

Below are the steps you need to take to create geomarketing campaigns. But know that these are provided as a general guideline only. In practice, the more you dig in and implement advanced marketing strategies, the better your results will be. 

1. Define Objectives

Like other marketing campaigns, defining the objective is the first step in creating one based on user location. Begin by identifying the specific goals you aim to achieve through this strategic marketing campaign. Common objectives marketers usually aim for include:

• Increasing foot traffic
• Boosting online sales
• Brand awareness
• Enhancing customer engagement
• Drive app downloads and usage

Based on your objective, segment the audience into smaller groups so you can reach only those who are actually your potential customers. Plus, doing this will also let you tailor your message more to your target audience, which will ultimately result in better ROIs. 

2. Gather User Location Data

Once you are clear on the objectives, next, you have to gather user data. You can opt for various technologies and methods to do this. When collecting data, it is essential to respect user consent and adhere to regional privacy regulations. 

Below, we are sharing some easy methods that can help you gather user data location. 

I. GPS Data

You can utilize specific mobile applications. Those who can request access to a device’s GPS and provide precise latitude and longitude coordinates. 

II. IP Address Geolocation

If you have a website or run an online app, you can obtain visitors' IP addresses by auditing the log files at the backend. By running these addresses through an online IP lookup tool, you can check the IP location (often down to the city or region level). 

III. Beacon Technology

You can also make use of beacons, small physical devices that transmit signals via Bluetooth Low Energy (BLE) to nearby smart devices. Using this technology, when a smart device comes within range, you can trigger location-based marketing content and notifications.  

3. Implement Location-Based Marketing Tactics

Once you have enough user location data, the next step is to implement some marketing tactics. They will help you match your business goals. Below, we have shared two such popular tactics. 

I. Geofencing

Geofencing is like putting a virtual fence in a designated physical area. Using this strategy, when someone with a smart device enters the geofenced area, you can send them push notifications and SMS. 

Furthermore, many platforms, e.g., Meta, also allow you to run Ads based on this strategy. This means your ads will only appear to those who reside or are passing through that area or nearby. 

Here’s how you can use this strategy:

• Set up a digital boundary around a store, competitor location, or event venue. 
• Utilize apps and ad platforms to engage users who enter the boundary via GPS, Wi-Fi, or cellular data.
• Once inside, send them your marketing materials, i.e., real-time offers, reminders, or alerts.

II. Proximity Marketing

Proximity marketing takes things a step further. Instead of targeting people within a wide area, it focuses on very close-range interactions (often within a few meters). This is usually done through Bluetooth beacons, which we mentioned in the previous section.

How it works:

• A beacon sends signals to nearby smartphones with Bluetooth enabled. Again, it only works when the user's device Bluetooth is on. 
• Apps installed on the user’s device recognize the beacon. After recognition, it delivers location-specific messages.

Messages can include product info, offers, or navigation help.

4. Personalize Content

The success of all the previously mentioned tactics lies in content personalization. Simply knowing where your audience is located isn't enough alone. You have to craft a message that is particularly personalized for them. This will help you make the difference between being ignored and driving meaningful engagement. 

But the big question here is how to personalize the content for users. Well, a straightforward answer lies in following the effective strategies listed below. 

• Use local languages or references.
• Avoid harsh words and advanced vocabulary.
• Keep the content short and simple to understand. 
• Highlight local stores or services.
• Create location-specific offers. 
• Adjust content based on the environment. 
• Retarget based on the content that previously performed well. 

Conclusion

Marketing based on user location is no longer a trend. Now it has become an innovative way for marketers to connect with their customers at the right place at the right time. By following the four general steps we shared above, you can create a geolocation marketing campaign on your own. To further amplify results, businesses can combine these strategies with performance marketing services that optimise spend, targeting, and measurement. Try them out along with other advanced tactics to get the maximum results out of your efforts.