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Geotargeting

Localized Online Advertising
target by geographical location

Geotargeting is one of the newest and most exciting ways of reaching local audiences on the Internet.

The expert is Sharon Fling of GeoLocal.com. "How to Promote Your Local Business On the Internet" is a complete and comprehensive guide. We think the best way to introduce you to this is to provide a short excerpt to summarize Sharon's material. But first...

Let's let Sharon explain about getting your local business online. Her free e-book Marketing Your Local Business Online contains the first chapter of "How to Promote Your Local Business On the Internet", plus 8 Reasons to Get Your Local Business Online and 7 Ways to Promote Your Local Business Online.

We think Sharon makes a convincing case! Now let's look at it a little deeper...

Why Geotargeting?

  • Find your target market
  • Get them to opt-in to your mailing list

What Is Geotargeting?

It is the ability to target consumers by geographical location; also known as localized online advertising. You are then able to contact or present ads to just the consumers who live in certain geographic locations.

The Two Most Common Methods of Geotargeting?

  1. I.P. Address. Sometimes your Internet Provider's address can be mapped to a specific geographic location - often the exact location where your Internet Provider is located. But it does not work in the case of large Internet Providers whose customers come from a widespread area... like AOL, whose location is Virginia.
  2. Zip / Postal Code. Most people provide basic contact information when they sign up for service or offers online. But, they aren't always truthful or accurate, so this method is also not 100% reliable.

Four Basic Categories of Geotargeting?

  1. Localized content - advertising or information that applies to a local or regional area. e.g. online versions of newspapers, TV, radio, including City Guides, Yellow Pages and Directories.
  2. Banner advertising - using banners sold through online ad networks, including geographic and demographic selection.
  3. Registration Data - sites that provide services like e mail or Internet Access, since they usually collect at least the Zip/Postal code when a user registers for the service. Think of Yahoo, Hotmail...
  4. Geographic data providers - phone directories, map services - collect Zip/Postal code and/ or telephone Area Code so they enable geotargeting based on this information.

Online Geotargeting Resources

Here's a summary of the various resources that Sharon discusses in detail that can be used online. New resources, and new ways of using existing resources, are cropping up every day. So be sure to subscribe to Sharon's newsletter to stay on top of developments when you visit her at www.geolocal.com.

  • Local online media - newspaper, TV, radio
  • Local Biz Guides
  • Regional Directories and Search Engines - Yahoo has many regional directories in addition to its main one
  • Map Services and Phone Directories
  • Classified Ads Online
  • Pay-Per Click Search Engines like Overture
  • Ad Networks
  • Geotargeted Lead Generation
  • Email Marketing Products & Services
  • Internet Auctions
  • Online Coupons
  • Ezine Ads
  • Online Networking
  • Low-Cost Online Traffic Generation

Offline Geotargeting Techniques

And here are some offline geotargeting techniques that are worth considering to find new customers...

  • Postcard campaign
  • Local advertising
    • Traditional media
    • Flyers
    • Press releases
    • Your URL everywhere
    • In-store promotions
  • Community involvement / local events

Recommendation

We strongly recommend that you get a copy of Sharon's excellent and comprehensive book. The Geotargeting that we highlighted is only one of many topics Sharon covers. Other equally useful topics are...

  • e Mail: the Killer App
  • Relationship Marketing
  • Defining Your Target
  • The Local User Profile
  • Targeting Tips
  • Small Town Marketing

Click here to order online "How to Promote Your Local Business On the Internet".





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