By Courtney Moser
Do your marketing efforts feel like a page out of the Where’s Waldo book?
In the crowded digital marketplace today, it can be difficult to stand out. Brands struggle to be seen and heard just as consumers waver between countless products and service choices. And yet, something has to give: You have to set your brand apart by way of marketing in order to reach those consumers and impact success.
How can you cut through the clutter? Location makes the brand marketing experience more personal. By using geo-targeting to customize your message based on location, you can make sure consumers find Waldo (er, your brand) quickly and easily. With influencer marketing, this typically means working with geo-targeted influencers who reach your target audience in specific areas.
Red Bull, for example, created a geo-targeted influencer marketing campaign to promote their live tour – Red Bull Flying Bach – in Phoenix. They partnered with local social media influencers to improve awareness and drive ticket sales. Along with asking the influencers to post content leading up to the three shows in Phoenix, the brand also gave them tickets to attend the event. By honing in on local influencers and their captive audience, Red Bull successfully used geo-targeting to increase event interest and attendance.
How can other brands use geo-targeting? Rideshare company Fare debuted their services in Austin by giving local influencers free rides and asking them to post about their experiences. This simple content focused on authentic reviews helped Fare drum up positive awareness in the city that recently ousted other ridesharing companies. Of course, geo-targeting also offers a huge opportunity for any company with physical locations – from retail stores to gyms – to draw in new customers.
“As more brands look for ways to drive in-store purchases, geo-targeting for influencers will become more prevalent,” this article on 2017 influencer marketing trends says. “The targeting won’t be limited to where the influencer lives, but rather where their audience lives – shifting the definition of ‘local influencer.’”
This concept shift means that influencer marketing is advancing past basic influencer profiles to include layers of audience demographics and psychographics. As our insights into an influencer’s audience become more comprehensive, the ability to more accurately target consumers increases. By geo-targeting your influencer marketing campaign, you can gain a deeper understanding into your target audience – and by extension, find more success from your efforts.
Ready to take the next step and start honing in on the right influencers and audience? Contact the Find Your Influence team today for help.