Geographic Segmentation. Your Landing Page Guide To Marketing by Place

You’ve already identified your target audience and are now planning your next marketing campaign. Good stuff. Good stuff.

If you think of another company marketing to your business, wouldn’t it be strange to be lumped in with a large group of people that you have nothing in common?

Even if you like the same products as another person , you are still two different people . Each person has a unique personality and history.

Segmentation is a great tool for marketers to organize their audience into groups based on their characteristics.

We have already discussed demographic and psychographic segmentation. This allows you to divide your audience according to who they are. We also covered behavioral segmentation, which is the process of segmenting your audience based on their behavior. It’s now time to add geographic segmentation to the list.

Let’s look at which geographic segmentation is and which geographic data can be used to spice up landing pages.

What is Geographic Segmentation? And Why Should You Use It.

Geospatial segmentation is the art of grouping your audience based on their location.

You don’t want to target people based on their location. Every place has its own culture, time zone and people. You have many options to appeal to people by focusing on their environment.

Once you have a better understanding of your audience’s unique areas, then you can tailor your landing page content . You will feel more comfortable speaking to your audience, rather than a general group.

Which Geographic Data Can You Use To Segment Your Landing Pages Audience?

Are you curious about where you can find data about your customers’ location? Qualtrics recommends using techniques such as running a survey, checking data from sales, websites, or social media followers. It doesn’t take much research to find out what your customers are looking for.

Grab that data and let’s discuss how we can personalize our landing pages.

Name of country, state, city or neighborhood

is the most popular method for geographic segmentation. This allows you to divide your audience by region. This approach can be narrowed down to a small niche like a zipcode, or broadened to a country depending on the strategy.

Local businesses can use this tactic to attract searchers within their locality. A third of US online shoppers search for local businesses every day. This gives you plenty of opportunities to attract new customers.

If you offer an in-person service like London’s Caranday Electrics, it might be worth focusing on this segmentation.

Search engine optimization is often tied to regional targeting. See how Caranday Electrics mentions their region in the headline. This helps search engines direct users to them. They make keyword insertion seem natural by mentioning it in the headline.

This landing page also targets London and the South East of England. If it makes sense, you can mention more than one area on your landing pages. It’s okay to not get too spammy.

Climate

Climate is a fascinating geographic segmentation variable. While it might not be important for many industries, it can become superobvious when it isn’t.

Imagine being served a landing page with snow gear middle of summer. You’d say The advertiser is located in the opposite hemisphere so they didn’t consider targeting different regions.

Mohua Wines offers a more subtle example:

The landing page features sunny scenes of the outside. It is possible to not relate to a scene if you live in colder areas. Mohua Wines is based in New Zealand which has a mild climate throughout the year.

Regional launches

You can target a new segment of people by staging a regional launch. This is the people who live in the new area. This segment can be targeted early in the process to streamline your launch experience.

A regional launch landing page provides tons and lots of marketing opportunities. You might be able to highlight unique features in your new store, product or service. A contest like Indochino could help you build excitement around your launch.

This landing page presents Indochino’s new store. It then offers a tempting offer: “Visit our shop by April 30th to be entered into a drawing for a tailored wardrobe.” Visitors who may put off their Indochino trip might feel a sense that there is urgency.

Further down, a section lists the hours and locations of the new store. These details can be found on the main website without the need for visitors to leave the landing page.

Type of population

You might be amazed at the differences in cultures between rural and urban areas. Customers in rural and urban areas have different buying needs and interests.

Urban areas have the highest concentration of marketers, but it is important for marketers to be aware of this distinction in order to better segment their geographic territory.

Let’s compare how different customers in urban and rural areas might view the same pants.

This page is for Western Rise’s AT slim Rivet Pants. It focuses primarily on urban scenes and the benefits to urban commuters.

Although this page mentions the pants’ ability to climb and hike, it focuses on photos of city life.

These pants are flexible and you can spin similar copy by focusing on scenes in the countryside, as these pants offer so many benefits. Rural customers may also appreciate the comfort and dirt resistance of these pants, especially if they are working on their own projects.

Keep in mind cultural differences

When you are trying to segment geographic areas, remember the importance cultural differences. If you try to target a specific location but they use a different language from your landing page, all your hard work will be wasted. Smart Traffic from Unbounce directs your visitors to the landing page variants most appealing to them. This allows you to avoid mismatches. This will help you keep on track to increasing conversions when you are trying out new audiences.

Did you miss our previous article…
https://onlinemarketingagencies.net/seo-copywriting-8-tips-and-tricks-to-get-better-content-and-rankings/