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How to Win at Location Marketing

22 August 2021 Simon Banks Read time: 3 min
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Simon Banks

How do you streamline social media? That’s a question posed by rental trying to cut through the noise and connect with their renters. It turns out the answer is to bring things a little closer to home, in the form of location-based marketing. 

Research shows that attention spans dropped from 12 seconds in 2008 to 8 seconds in 2013, with the number likely to fall further. Such a short amount of time means you don’t have much room to make an impression. 

However, find a way to make your content more personalised, and the chances of resonating with your audience increase by 75%. Location-based marketing is at the crux of custom content and typically uses a mobile device’s location to alert users about nearby offerings.  

When done correctly, it has the power to increase reach and get people to interact with your Build-to-Rent community

Here’s how to win at location marketing.

But first… location-based marketing, explained

Using social media for localised marketing can help you create specific content that engages with audiences on a local level. Think ground-level marketing, and you’re not far off. The idea is to build a local presence, focusing on social media users who are close to your offering. This is great for Build-to-Rent operators as everything is hyper localised towards the location of your community. 

Utilise the data

A staggering 71% of social media users opt in to location sharing, so it’s no surprise to see that location-based marketing continues to grow. There is plenty of data available about who chooses to share their location — to the point where marketers are often left wondering how to utilise it. 

Location-based marketing comes to the fore as one of the primary ways to make sure that data is leveraged and turned into return on investment (ROI). By using segmentation data, marketers can identify patterns and use the results for tailor-made targeted advertising campaigns.  

From monitoring events to responding to receiving customer profile information, data can open up a myriad of possibilities to analyse customer movement patterns. The result will be better business decisions and new market insights that lead to efficient digital strategies.

Target keywords and phrases

Location-based social media monitoring helps you avoid the pitfalls of using the wrong keywords to target audiences. This can be especially helpful for your Build-to-Rent community .

By analysing the conversations around the location of your community, you can target the keywords audiences use and join the discussion with details about your Build-to-Rent homes.  

It doesn’t even need to be an event; marketers can source specific city and town names by using geotagging, which sees users add geographical information to various media on social networks. Brands can search for this geotagged content and monetise it by creating locally targeted ads. 

Identify local renter personas 

An impressive 63% of marketers use buyer personas to create their content, and it shouldn’t be any different with location-based marketing. Thinking about local personas and mapping the best route towards connecting with them is vital for customer growth.

Look at ways to solve their potential pain points and whether any region-based issues might arise. Are there local events or landmarks that can be used as leverage to personalise your message? 

Location-based marketing stands a better chance of hitting home with audiences as it taps into a geographical area they are familiar with. Painting a picture of your local customer and asking what problems they face can unlock plenty of marketing opportunities to get them excited about your homes. 

Create a local strategy based around authenticity

Identifying local customers on social media and sending them targeted ads is one thing; finding ways to personalise the content on a micro-level is another. There are ways for marketers to improve interactions, however. 

If you’re using Facebook, explore adding locations to your Facebook page. This is especially helpful if you have more that one Build-to-Rent community. It’s also worth focusing on specific employees from different homes, going as far as asking people in the area to come and say hi to the featured staff member, who can perhaps do a walk around in your Build-to-Rent community. 

It all roots back to personalisation. Making the employees of local spaces a focal point of your marketing can help pique interest from nearby customers who feel like they’re part of the story. Even if you don’t focus on specific communities, it’s hard to beat the power of reaching people who might share a very particular interest in your offering. 

Follow cultural trends with UGC and build a community

One of the key aspects of location-based marketing is the ability to appeal to a smaller group of customers. That means you can speak the “language” of your target audience, using social media data to segment towards a country or region. 

Understanding cultural differences gives you better insight into audiences and helps craft a tighter messaging architecture. Supplying this strategy with user-generated content (UGC) adds an extra layer to things. 

UGC posts on social channels receive 28% more engagement than non-UGC posts. Once you’ve connected with audiences on a cultural level, asking them to respond with UGC is a smart way to get people interacting and feeling like they are involved with the brand.

Location, location, location

You have an opportunity to focus on local audiences at reduced costs, as location-based marketing tends to be significantly cheaper than traditional marketing methods. As the access to data improves, so too will local customer profiles. The best marketing gets in front of the right people with a message that resonates — and location-based marketing provides an opportunity to build highly targeted audiences that become valuable customers. 

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