Up until a few years ago, all advertising was spray-and-pray. You put your advertisements in a bunch of magazines and trade publications that your audience read, and you hoped that you would get some engagement. Now, thanks to the internet, you can closely target your audiences to increase engagement and gather highly qualified leads.
As a trucking dealer trying to reach fleet executives, geo-targeting is a great tool for getting your advertisements in front of the right people in the right area.
What is geo-targeting?
First you need to understand what geo-targeting is and how you can get your ads in front of the right fleet executives.
Geo-targeting is a method of targeting audiences online by geographic location. This is determined by identifying the location of audiences according to where they are connecting to the internet from. The location can be country, state, city, a radius, a route, or even an individual business location.
This allows advertisements to be specific to location, contain more relevant information, and ultimately drive more conversions.
Why use geo-targeting?
Now that you understand what geo-targeting is, let’s talk about why you should be using it in marketing to fleet executives.
Optimize your budget.
As a trucking industry dealer, you may not have a huge marketing budget. The old business joke, “if you run into a problem throw money into R&D and marketing” doesn’t really apply to you. You have real budgeting constraints that you have to worry about on a daily basis. This is where geo-targeting can help you.
When you geo-target your audience you are ensuring that you aren’t wasting as many impressions. When people see your advertisements it costs you money. By making sure that you are geo-targeting your ads, you can make sure that your impressions are more effective and have the potential to generate conversions.
Target your advertisements.
You know exactly who you want your advertisements and marketing to reach. You are a trucking industry dealer, therefore you need to reach fleet executives in a limited area. Again, geo-targeting can play into your advertising strategy.
Obviously you want your advertisements to reach the correct audience. If your dealership covers the state of Michigan then you probably don’t care if someone from Mississippi sees your advertisement. Snow tire ads probably won’t affect the buying decisions of fleets operating in the southeast.
Geo-targeting your ads can allow you to make advertisements specifically targeted to the area that you need to advertise to. So now you can advertise your snow tires to the executives most likely to buy them, “Our tires are the best for battling Michigan winters.”
Marketing is different than it was 10 years ago. You no longer have to rely on spray-and-pray methods to try and influence fleet executives. By updating your marketing to include geo-targeting, you are ensuring that your advertisements are perfectly targeted to geographic location and within your budget.