“There are three things that matter in property: location, location, location.”
This phrase, popularized by Lord Harold Samuel, a British real-estate tycoon and used time and time again across popular culture, is not only relevant to property purchases, but should also be a key rule of thumb for marketers.
When creating content, regardless of whether it be email campaigns, SEM ads or web content, location matters! Here are three tips on how to incorporate location into your website content to improve the visitor experience and engage the right target customers.
1. Conference Promotion
Are you hosting or going to a conference where you want to draw in local or regional attendees? When people from your target market visit your website, use that information to guide them on where to find you at the event. Consider sharing your booth number or offering a way to arrange a meeting using geolocation to ensure only visitors in the conference city can see it.
2. Nearest Store Location
Customer service focuses on delivering value. When visitors arrive at your website, ensure that the most important and frequently asked information is readily available. If you operate multiple store locations, utilize geotargeting to display the closest location along with its hours and contact information. This extra touch of personalization improves the visitor experience and builds customer loyalty.
3. In vs. Out of Market
Across the travel and hospitality industry, geotargeting is a great tool to get the right message to their different audience segments. For in-market visitors, use your web content to
- Make their visit easy: Promote local events happening during their stay.
- Market to the locals: Make a staycation recommendation.
- Mealtime recommendations: Restaurant suggestions based on location in the city.
For out of market visitors, serve personalized messaging that provides details on how to travel to your destination.
- Drive Distance: Suggest a quick weekend road trip.
- International: Translate homepage messages for international tourists.
- Flight Distance: Promote travel to direct flight cities = easy travel for out of state guests.