Geotagging is allowing B2B marketers to target the customers in “the right place at the right time.” It will take personalized marketing to the next level by leveraging real-time data.
Geotagging delivers relevant content to a target audience at various stages of the sales funnel. Modern marketers capitalize on web-based ‘hot spots’ or desirable locations to target consumers and leverage that “right place, right time” experience for customers. The latest brand to leverage geotagging is Spotify, creating a multi-touchpoint experience informed by offline and online behavior. While this strategy is common among consumer brands, that doesn’t mean B2B organizations don’t value it. In fact, B2B marketers can utilize such valuable geo-data to implement similar strategies.
B2B marketers who haven’t yet explored this strategy are missing a great opportunity. With the required tools in place, a company can leverage geotargeting tactics to extract valuable information about its target audiences, such as location and preferences, and use that information to optimize the communication approach by delivering the desired content at the right time and place.
Geotagging establishes a digital footprint of user expenditure, creating a perfect picture of their personas and purchasing power. Geotagging helps to map the customer journey to establish a customer-centric business. Insights from this marketing method allow B2B firms to have a better understanding of who their customers are, comprehending their needs, pain points, and understand how they interact across all touchpoints. Using this information, firms can personalize their outreach based on the services and products each customer might consider.
Geomarketing tools collect customer data, allowing marketers to understand a consumer’s spending/buying habits. It helps in creating a more holistic view of customers that can enable organizations to boost personalization. With geo-marketing tools, companies can establish competitive analyses between data that allows organizations to understand their competition and how their performance stacks up in comparison. Using geo-marketing data will enable marketers to run multiple location-specific marketing campaigns. Geotagging makes choosing the location of campaigns simple, pain-free, and essential for optimizing the chances of success.
The success of a geo-marketing depends on the target audience’s mobile use. That eventually could be challenging if a company’s intended buyers don’t spend enough time on the phone. While 77% of the B2B buyers bought products online for their companies in the past year, these buyers won’t purchase them at that moment via mobile. Commonly targeted locations for B2B geo-marketing campaigns are work-related, but the customers are less often on their phones at work. B2B marketers are still streamlining the process to achieve the caliber of results that consumer brands like Spotify have.
To leverage the geo-marketing technology, firms must develop strategies that rely heavily on research. To succeed, marketers must identify their target audience’s habits, routines, and the services or products they would seek. B2B Marketers could use the traditionally lengthy B2B sales cycle to conduct awareness campaigns when they target mobile. The likelihood of success increases as B2B marketers use in-depth knowledge of buyer behaviors to inform their approach.
Geotargeting is just another example of how location data can help deliver more meaningful marketing outcomes. With proper planning, B2B marketers can leverage location data and related insights to identify untapped opportunities. Ultimately, this artful approach to connect with buyers at the right place and time stand to save considerable time and cost.