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Geo-specific marketing content

The secret to great geo-specific marketing content

Advertising, Agile marketing, Business, Marketing, Technology | No Comments

At the risk of stating the obvious, the internet, and by extension, smartphones, have redefined borders in marketing. Businesses can find work from the other side of the globe; brands can advertise in any and all countries simultaneously, and companies can now boast an employee-base with more cultural diversity than a Benetton ad.

All of this sounds like great news for marketing, but marketers are struggling to keep up with the advances in technology, as evidenced by the number of nationally-targeted generic PPC campaigns. But content that tries to please everyone rarely leaves a lasting impression on anyone. That’s why geo-specific marketing is so vital.

geo-specific marketing works on the concept that graphically diverse content, and locally-specifical targeted ads appeal to a more varied spread of consumer. For marketers, it not only enables a more efficient media spend, it can also provide a significant advantage over competitors. In fact, 60% of advertising professionals already believe geo-targeted ads deliver a stronger ROI than generic ads and 50% said they deliver a higher response rate.

So how can you begin to integrate geo-specific marketing into your own campaigns? Read on for some top tips on how to make your content both international and locally relevant.

Develop a local vernacular table

Every region, country, and even every city has its own cultural and linguistic nuances. When creating ad content, it’s vital to consider not just what you say, but how you say it. Filtering your advertising language through the vernacular of a target region can make a huge difference to your success rate. Of course, international companies should have already included translations for different countries. But even when marketing to two countries with the same national language, you should try to tailor the content to their specific dialect.

Say, for instance, you run an international digital video rental store based in the UK. In Britain, to advertise a newly returning show you would most likely refer to it as the ‘new series’. However, the US more commonly uses ‘seasons’ in reference to a string of episodes. Failing to make the distinction could see your ranking slide in America, as people searching using their own national vernacular find other, more culturally relevant entertainment offers.

vernacular

Customise the channels you use

Last year, the Local Search Association (LSA) of the US released data showing mobile devices surpassing PC use in the search for local businesses and services. While this should warrant a change in focus for companies based purely in the US, companies operating internationally should already have a clear idea of mobile consumption in other countries.

India and China both rely heavily on mobile technology, and businesses based in these countries have already tailored their content and ads accordingly. Mobile has the added advantage of pinpointing exact locations, allowing you to integrate offers into the ads providing they are in a nearby location, further increasing the relevance of your ad above competitors. With geo-specific marketing, it’s not just who you market to and with which content, but also the channels you use to reach them.

Geo-specific marketing content

Develop locations with limited uptake

By dividing regions, you gain a stronger understanding of the areas in which your content is and isn’t working. By being able to directly compare different geographic locations, you can edit your content and ads according to what works best in each selected region. Take a look at the websites and ads of local competitors and try to break down each element – the tone, language used, page layout, etc. – and experiment with each.

Alternatively, you can choose to drop under-performing regions from your campaigns entirely. Remember, one of the central strength’s to geo-targeting is that it restricts your ad-spend to ensure you only reach out to relevant visitors. This allows you to focus your budget and time, but can leave you open to losing what little influence you have in other regions.  

 

Geo-specific marketing contentPersonalise the marketing experience

Personalisation is a must in modern marketing. Companies risk alienating consumers by not tailoring their content, and this includes the geographic location. Even incorporating language with locally distinct vocabulary for different regions is a form of personalisation. In fact, studies have shown that 67 % of smartphone users want ads displayed to them customised to their city or zip code, while 61% want ads customised to their current surroundings.

By referring to the areas in which your geo-targeted ads are being shown, you can relate to your customers directly and further reduce wasted impressions. For local businesses, in particular, personalisation equals greater brand recognition and a greater ROI.

Geo-specific marketing content

Target geo-specific events

You can personalise your content even further by referring to geo-specific events. By referring to an upcoming local, regional or even national event, you can add a timely element to your content and channel the exposure into increased ROI. Of course, marketers already look to integrate anticipated events like local sporting fixtures into their marketing plans. But there are also a myriad of geographically specific events that could increase ROI but just can’t be predicted.

A sudden heat wave can be a big boost for a number of industries, including sunscreen manufacturers, soft drinks companies and outdoor clothing stores. Marketing with content that addresses both a consumer’s location and their current climate can be a major boost, but can also save companies with less relevant offers from wasting revenue. For instance, a company selling winter coats might decide to drop their ad-focus in a region currently experiencing a heatwave, preferring instead to focus their efforts on areas going through a cold spell.

Geo-specific marketing content

Use geographic reporting tools

Geographic reporting tools allow you to develop more sophisticated testing through comparing different offers or promotions in the same region. This is hugely important to informing your overall social strategy, particularly when going head-to-head with competitors for local ad-space.

Google Website Optimizer allows you to segment your traffic and define subsequent actions based on that segmentation, in part automating the process behind your geo-specific marketing. There are hundreds of resources out there to help you make the most of geo-targeting tools, but they’re not the only means of fine-tuning your geographic focus.

You can also use analytics packages to study the browsing behaviours of previous site visitors. This allows you to pinpoint consumers’ tendencies and provide relevant, location-specific content, even if they’re not currently in the area.

Geo-specific marketing content

Don’t limit yourself to ad space alone

If you have a blog, write content with a specific focus on a particular area, taking into account all the previous points, including changing vernacular, posting times and the channels you use.

The more control over your campaigns, the more you can begin to understand why people respond to content in the way they do.  

Don’t be afraid to experiment with different means of communication following the initial hook. For example, try optimising a landing page with geo-targeted content from a geo-targeted banner. Compare the results with a generic, non-geo-specific landing page and see which yields the highest conversions. From this, you can begin to develop a stronger understanding of where geo-specific content is most needed.

Geo-specific marketing content

Consider the little things

It’s not just the language and dialect of a region that you should consider. When creating content, either onsite or in your advertising, it’s important to consider the little details. Ensuring your content is in the relevant currency may seem like a no-brainer, but companies still persist in using just one. Less obvious but no less relevant are metrics like weights, volumes, distance and speed. You should always crawl your geo-specific marketing content with a fine-toothed comb to guarantee your content has the full impact. Remember, even the smallest error, when seen enough times, becomes obvious.

Visuals also play an important part in the geo-targeting process. Test different images in different geographical settings to see which types of image warrant the best response. Be sure to keep a record of these, as they could go on to influence future geo-specific marketing campaigns.

Geo-specific marketing content

Conclusion

In marketing, as in so many other industries, it really is a case of right place, right time. Geo-specific marketing gives you an extra edge over competitors, be it in the local arena or on a national or even international level. It takes time and more than a bit of patience, but those willing to put the work in can really take advantage of a new digital society.

small data chalkboard

The rise of small data in business should not be underestimated

Analytics, Business, Employment, Marketing, Technology | No Comments

The explosion in ecommerce and digital marketing witnessed in the past decade has had some intriguing consequences for the structure of modern businesses. For one, web analytics tools have become some kind of holy scripture for marketing, prophesying market trends while denouncing the fake idols of online surveys and consumer focus groups. Big data is now the biggest influence on how companies structure their online content, but for all its merits, it comes with its own shortcomings.
A phrase few marketing professionals seem to be discussing, however, could provide an answer to many of big data’s flaws. Small data, individual analytics, unique metrics; whatever you call it, it can provide the key to engaging with individual consumers and clients on a level unachievable with broad-scatter analytics solutions.
Understanding the individual behind a process is important in any business, particularly when it comes to broad focus B2C relationships. Leveraging big data insights is essential to ensure maximum return on your chosen platform, but small data provides a real glimpse into the mind of an individual user, an invaluable tool when that individual user is making decisions that affect a project, company or even an entire industry; something we see again and again at the top level of any sector.

Shareholders

Companies are waking up to the value of big data, but the benefits of gathering small-scale analytics in digital marketing have gone largely unnoticed. In particular, individual analytics can be a valuable marketing tool for businesses, where the browsing behaviour of a single decision maker can mean the difference between a major sale or a missed opportunity.
Companies sending out financial reports to shareholders would usually have to request feedback to understand how well the report was received. With a Clemmie InSite, a company sends out their annual report to a select group and studies the small data to decipher exactly which elements of the report most interested the key decision makers. This can have a huge impact on how a company conducts its business, and how it’s perceived by those that matter most; the investors and customers.
Utilising small data to study investor perceptions doesn’t have to be limited to just annual reports, however. Monthly newsletters provide an invaluable opportunity to better understand investors and their interest in new company developments. It can guide future business decisions and provide an event to engage with shareholders and staff alike on the issues that really matter to them.
Small data for business

Pitching

For firms that make their bread and butter through seeking new business projects, pitching their skills in an original way can be an exhausting and fruitless task. For sectors like architecture, design and construction, pursuing new opportunities is integral to a company’s continued survival. A business could spend as much as half their annual revenue doggedly pursuing leads they have little to no hope of ever winning. Sending out large, printed portfolios comes with its own set of problems. Physical copies of portfolios are often expensive to print and can cost even more to send overseas. Once delivered, the sender has no way of knowing if their portfolio has hit the right notes, or if it’s even been opened at all. But even if a company manages to impress with its portfolio, opportunities can crumble if the pitch doesn’t hit the right notes.
With the help of small data, firms can gauge a client’s interest by first sending them promotional material. With a Clemmie InSite, an architecture firm can send out a personalised microsite with all the projects, experience and key architects relevant to the opportunity in hand. As soon as the client opens the site, Clemmie relays the analytics back to the architects. With details including the amount of time the client spent on the site, which sections of the portfolio most caught their eye and how much time they spent on each project, this small data can change the dynamic of the pitch in a big way. Now the architects have the data, they also have the framework around which to construct the pitch best for this particular client.
Small data for business

Targeted marketing

Marketing a brand to a mass audience isn’t easy, but the growth in data harvesting tools is helping fuel a new approach to business, both online and in the real world. With tools like Google Analytics, companies can systematically analyse how visitors interact with their content and study each stage of the click-through process, enabling them to streamline the experience and increase their ROI.
But when it comes to precision-targeted marketing, the list of resources starts to run thin. That’s because small data won’t provide the answers to big questions like “why aren’t people engaging with my brand?” or “why does my bounce rate double on my products page?” But marketing can always benefit from a closer look, and that’s exactly what small data is all about.
One of Clemmie’s biggest clients boasts around 30,000 hits a day on their official site, but so far has struggled to make commercial use of the big data gathered through Google Analytics. That’s because their customers are limited to a select list of big industry players who could probably, at a push, be crammed into the same metro carriage.
By introducing InSites as a means of one on one direct marketing, the client can engage with the real decision makers on an intimate level for the first time. While before they were swimming in a sea of meaningless engagement data, today the client enjoys a significantly increased visibility and, just as importantly, a stronger rapport with their own clientele.
Small data for business

Employment

Small data isn’t just limited to the corporate world. When used intelligently, it can even be applied to the often long and exhausting process of job hunting. From postgrads looking for their first job to seasoned professionals seeking a change of pace, small data can unlock secrets about a CV’s strengths and give job-hunters confidence knowing they are walking into an interview with their strongest material.
Even the most minute details hidden amongst individual analytics can provide a world of information when interpreted intelligently. A graphic designer studying the metrics from a recently posted Clemmie CV can make a number of observations. If a prospective employer studied one particular design three times longer than any other, the applicant can be confident that this is their strongest design and should feature prominently in any subsequent interview.
Using a Clemmie InSite as a CV comes with the added bonus of alerting the sender to exactly when it has been opened, which means applicants no longer have to wait by the phone hoping to hear back from an employer that might never read their CV.
Small-scale analytics enables job hunters to try different CV layouts and content, choosing the best combination based on quantified data and analytical interpretation. This is essential for young job hunters in particular, who are often still trying to decide on a final structure for their CV. Of course, every employer interacts with a CV differently, but the in-depth analytics provided gives an applicant a better appreciation of the key points an employer is looking for.
Small data for business
With marketing processes evolving every day, businesses have to constantly adapt, evolve and research new technological opportunities. To maintain an edge over the competition, firms must utilise every available resource. Small data can play an integral role in targeted marketing for the digital generation, but it will require companies to tackle their big data dependence. Thankfully, it’s a habit Clemmie is determined to help them kick.

Content marketing

5 content marketing tips to boost your ecommerce strategy

Business, Ecommerce, Marketing, Technology | No Comments

Like it or not, ecommerce is here to stay. There’s no denying that buying online is increasingly becoming the go-to for goods and services, and that’s why it’s important companies large or small embrace the opportunities it provides now. As digital retail transforms the market, one aspect too often neglected in the hunt for new consumers is the physical content behind the products. If you can’t pull in your audience with some original content, your chances of converting clicks to sales are next to nill. That’s why we at Clemmie have drawn together the top five tips to nail your content marketing and invigorate your ecommerce strategy.

Tailor your content to local audiences

It doesn’t matter if you’re a start-up business with a staff of five or a 500-strong team with offices around the world, your content has to take into account the different vernaculars of your prospective customers. This is particularly true when you’re providing a service to specific regions. Cutting and pasting direct content or rough translations just won’t cut it when it comes to marketing your brand effectively.

Take a look at the different dialects in each of your target regions and tailor your content to ensure it hits the right keywords. By studying local vernacular and utilising Google Analytics, you can gain a real insight into what people are searching for in different areas and begin to build up an accurate keyword profile for each region. By introducing regionally-specialised content, studies have found you can dramatically drive up your CTR (click-through-rate) and boost your on-site conversion rate.

Content marketing must keep up with the times

When creating your marketing content, it’s important to see it as a static process. Your content won’t stay relevant forever, and businesses that don’t regularly update could end up languishing in the back pages of search results forever. Keep your content marketing content fresh and adapt to changes in the market to maintain a regular flow of new visitors. It’s also important to keep an eye on major events, both on a large and small scale.

Major holidays can either be a major boost to your ecommerce campaign or a dry spell that costs you dearly depending on your marketing content. For an extra boost, use Google Analytics’ Event Tracking app to track your site’s key performance times and build your content around this data. Content built around major local, national and international events can pull in extra visitors when tastefully constructed.

Engage customers around elements important to them

When creating your ecommerce strategy, it’s vital consumers don’t just see you as a distributor; they have to see how your service or product fits with their lifestyle. Engaging with your customers on a real, human level is one of the biggest challenges any company can face, but there are several steps you can take to bring your business down to earth. Google Adwords gives you insights into what a client is searching for, and what they do after they’ve clicked on your ad.

Create customer profiles to understand exactly the kind of visitor you’re looking to pull to your site, then tailor your content around their most likely search words and phrases. In order to engage potential customers, you have to know more than just their browsing habits. What do they like to do offline? Where do they shop, eat and socialise? Only by crafting content to fit your customer’s personal lifestyle can you engage with them on a personal level and show how your business can meet their needs.

Keep it consistent and suitable

What may seem like one of the most obvious tips to your content marketing strategy is also often one of the most overlooked. Maintaining a consistent (and appropriate) tone in your writing style can be more challenging than you think, especially when you have a range of products or services on offer. If your brand image is that of a fun, free-thinking company, keep the text light, avoid jargon and make sure you hit this tone throughout your content.

Visitors to your site will switch off and click elsewhere if your content comes across as too disparate in tone. This doesn’t mean drawing up a template for each section and rigidly adhering to it at all times, but consistency is key to any marketing campaign. That means going through your content with a fine-toothed comb on both your site and across your social media channels.

Encourage participation and interaction

Content marketing isn’t just a one-way street. Making your customers feel valued is one of the best ways to show the human side to your brand. Competitions, surveys and votes to choose new content for the site can make a customer feel more than just a number in the queue and pull in new visitors in the process. When it comes to encouraging interaction with the site, it’s important you maintain a regular and consistent campaign right up until and after the results have been announced.

Offering a prize to one or more lucky contestants can further boost interaction levels whilst increasing customer loyalty to your brand. If you can maintain your competition across numerous social platforms, you can bring new visitors to the site and generate buzz around selected products or services. Choosing the right time-frame and incentive is vital to the success of your campaign. Too short a timeframe and you won’t have time to build a real buzz around your event, but too long and your audience will lose interest. Powerful calls to action really can inspire consumers, so make sure your content is emotive and succinct.