Zero In on B2B Prospects With Location Targeting

Nothing beats the personal interaction and connections made at over 1 million trade shows, conventions and conferences hosted each year in the U.S. But it can be difficult to attend every event that is important for your business.

And even when you attend events, often you can only meet a fraction of attendees. 

Geo-targeting enables advertisers to reach a geographically defined area such as a town, city or region. Display ads can be sent to mobile and desktop devices within this area. The ads are delivered when your targets in this area go online whether they are checking local news, sports, industry articles or hundreds of thousands of other websites that offer ad spots for sale. 

Geo-fencing is the ability to map out a geographically defined virtual perimeter around a small area such as an event or building and target mobile phone users located within that area. Once the fence is enabled, mobile phone IDs are collected. Ads are sent to those mobile phones wherever the user may go while surfing the web. These ads are delivered during the event and through varying time periods after the event. 

​Geo-Fencing has improved dramatically in just the last few years where a wider array of tracking tools are used including Wi-Fi, GPS, RFID as well as app data. It’s now common for mobile phone users to have several apps that requested permission for location data such as weather and news apps. This wider range of tracking tools enables greater geo-fencing capabilities. 

 
Target your showrooms to deliver timely messages to visitors.
 
Target competitor locations and send your ads to their customers.
 
Manufacturers may want to target showrooms of retailers to promote their products.
 
Target events and tradeshows where your prospects are target rich. Send messaging during and after the event.

A number of strategies can be used to drive your marketing efforts to these target audiences. A customized ad that speaks to this very specific group with messaging that resonates with them will drive higher interest in your ad. Traffic from these ads can take visitors to your website. Or to a specially designed landing page that carries the same theme as the ad, maintaining customized messaging. The stronger the connection with your ad, the higher the conversions. 

Some code can be placed on your website or the landing page so that these same visitors from your event can be retargeted and receive additional ad messages to drive even more conversions. 

You now have an audience segment related to this event that you can move through the buying process from collecting their email addresses to converting to customers. 
 


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