The Benefits of Location-Based Marketing

location-based marketing ads on phone

In today’s digital world, businesses have lots of tools to help them reach their target audience effectively. One of these powerful tools is location-based marketing. This tool uses information from where people are to show them ads that are more likely to be relevant to them. In this blog, we will discuss the benefits of location-based marketing.

For example, you are downtown walking near a coffee shop, and an ad for that coffee shop pops up on your phone. This kind of advertising can help businesses find new customers and sell more products. In this blog post, we’ll look at ten benefits of location-based marketing that businesses can use to help with their marketing efforts.

1. Location-Based Offers

Crafting location-specific offers for your ads is a brilliant approach to captivate potential customers. If you own a restaurant chain, you can attract nearby customers by giving them special deals or free items. This strategy encourages people to come and makes them feel like they need to act fast.

2. Geofencing

Geofencing is a way of creating virtual boundaries around real-world locations, a strategy that showcases the benefits of location-based marketing. This helps businesses to target people who are in the area with relevant advertisements. Geofencing helps businesses with stores target nearby customers and influence their buying choices. 

3. Event Targeting

If you sponsor or participate in an event or conference, you can benefit from using geo-location ads and location-based marketing. By targeting attendees or individuals within the event area, you can boost awareness of your brand, products, or services, and even attract more visitors to your booth or designated area. Conference events are a great place to geofence because they bring together a large number of people with similar interests. 

One of Lake House Digital’s most popular service offerings is to do event targeting for companies who are attending, speaking, and/or hosting a booth at a trade show. Adding location-based ads on top of their offering gives that audience another touch point while they are there, and allows clients to retarget attendees when they return home. Our offering here takes advantage of having a key audience in a concentrated area, marketing to them while they are there, and continuing ads once they return home.

4. Competitor Targeting

With geo-location ads, you can target potential customers who are near your competitors. By highlighting your unique promotions or selling points, you can potentially divert customers from your competitors to your business. Let’s say you own a coffee shop in a specific neighborhood and you want to target customers who frequently visit a nearby competitor. You could create geo-targeted ads that people who are within proximity of your competitor’s location would see.

Is competitor targeting above board? We think so when done the right way. For example, when you go out to eat, do you only eat at one restaurant? For consumers, eating at different restaurants provides variety, but it doesn’t mean that you want them to not visit another restaurant. It means that you are offering additional options.

5. Location-Specific Keywords

If you’re running pay-per-click (PPC) campaigns to promote your business, it’s a good idea to include location-specific words in your ads. This can help your ads appear for people who are searching for businesses like yours in a particular area. Many people will include their location when they search for something, so by adding location-specific words to your ads, your business will be more likely to show up in those searches. This can help you get more clicks and customers. 

Let’s keep running with the coffee shop example. When people search “coffee shops in Atlanta, GA” and you have location-based keywords like: “Best coffee shop in Atlanta” in your ads, they are going to pop up for people in that area. This exemplifies one of the benefits of location-based marketing. 
location-based marketing ads with street map

6. Real Estate Targeting
For businesses in the real estate industry, geo-location ads are a game-changer. You can target potential buyers or renters in specific neighborhoods or areas with property listings, investment opportunities, or personalized messages based on their preferences.

7. Weather-based targeting

Ad campaigns can be more effective if they are adjusted to match the weather conditions. For example, a clothing store can advertise raincoats and umbrellas on rainy days in certain areas, while a beverage company can promote hot drinks during colder months. This can make the ads more relevant and appealing to people, which can help increase sales.
Weather-based targeting can actively tailor creative ad messaging based on current or forecasted weather conditions. This form of advertising provides the perfect complement to other real-world behaviors such as Location Targeting. With these ads, there can be more efficiency so that ads only run during specific weather conditions.
8. Location-Based Retargeting

To bring back your previous customers or website visitors, you can utilize geo-location ads. These ads are designed to appear on people’s phones or laptops near your store. You can use these ads to offer special deals or personalized messages to encourage people to return and shop with you again. A great way to stay top of mind and build loyal customers! 
9. Transit Advertising

Advertising to people who use public transportation, such as buses or trains, can be a really good way to reach potential customers. Commuters are often on their phone during their daily commute, This makes it an effective way to get your message out there.
10. Local Awareness and Branding

For those who don’t have a physical store, you can still use technology to reach customers in your area. Geo-location ads and location-based marketing can help you do this by targeting people in specific areas and building awareness of your brand. This can encourage people to visit your website or social platforms, even if they haven’t heard of you. By using these tools, you can connect with potential customers in your area and grow your business.
statistic chart for location-based marketing

In conclusion, there are many benefits of location-based marketing. Geo-location ads are an effective way for businesses to advertise their products or services to people. Companies can target their ads to people who are interested in using location information. This can help them get more customers and make more sales.

About Lake House Digital
Lake House Digital, based in Cary, NC near the Research Triangle Park (RTP), was established in 2021. With over 50 years of combined experience, we provide measurable, actionable results in digital marketing efforts for our clients. In the industry, we are set apart in that our employees hold industry certifications across topics and platforms. Lake House Digital has worked with B2B and B2C clients in life sciences, technology, manufacturing, healthcare, commercial real estate, hospitality, higher education, and nonprofits. We bring experience with a growth mindset to achieve the very best results: measurable, actionable results and growth for every client.