The ubiquity of GPS on mobile devices has made geo-location data an integral part of ad targeting. Gone are the days of Bond villain homing beacons and tracking devices. Now, nearly every cellphone transmits location data and provides the user with maps and hyper-local suggestions for food, entertainment, and more. Apps can use your device’s location in conjunction with a geofence to remind you that you’re due for a shopping trip, or that a new pizza shop just opened up. But it’s not just brick-and-mortar retailers that are benefitting. Your lead generation strategy should make use of geo-location data, too. Here’s how:
Since most people automatically leave their phone’s location services turned on, nearly every mobile user will be sharing their geo-location data while browsing. That’s a huge help when it comes to lead generation without landing pages. Mobile users can opt-in right on the site they’re reading, without clicking to a landing page, which means your lead completion rate can be a lot higher on mobile than it would be if you were using a landing page.
Desktop users benefit from the same simple opt-in process, but they may not share as much geo-location data. However, they are more likely to be signed into the site they’re browsing, which means profile data may be available for targeting. Either way, you can use your intended audience’s suspected or known location to drive highly qualified leads in key areas for your business. You can even combine this data with other factors, or choose different websites to target based on geography.
Your application of geo-location data to lead generation will vary based on industry and offering. A culinary content publisher looking to grow their newsletter database might target users based on region, then send targeted content around local recipes and readily available produce. A travel services company would be more interested in people who are currently traveling or travel frequently, based on their phone’s location data. And a small, local business could use either geo-location data or known profile information to find those people who reside nearby and are likely to come into their shop.
Geo-location data can be a powerful lead generation tool. Geo-location data offers a way to not only generate quality leads, but customize your lead nurturing efforts to speak to the unique aspects of their area as well. This can provide a more personalized, local approach to a large business, or help a small company keep costs low with hyper-local targeting.
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