Have you heard about him geomarketing?
We live immersed in a universe of information. To navigate these waters and be effective, using geographic location has become one of the most effective marketing tools for advertising and sales.
Typically, location data is the raw material for what the marketing industry calls geomarketing. Influencer marketing when combined with geomarketing can give excellent results.
What is Geomarketing?
Geomarketing is a marketing strategy that combines geographic information with data analysis techniques to identify consumer behavior and preferences.
This allows you to carry out an in-depth analysis of customer consumption habits and adapt your marketing strategy to the needs of each geographical area.
By applying geomarketing tools you can find out regional information, by country, city and also at a local or micro-local level (neighborhoods, postal codes).
Gathering all this information allows us to better understand people’s preferences, their habits, market trends and also observe what the competition is doing.
The role of influencers
If we introduce influencer marketing into this equation, we will not only have geographic information to understand consumer preferences and behaviors, but we will also use the influence of content creators who will promote products or services to a very well-defined audience.
This applies to brands and businesses that are already positioned in specific areas and want to attract a target in that geographical space, as well as those seeking to expand to new areas that the brand wants to reach.
In this second scenario, influencers are a kind of advance team that paves the way and presents brands to their audiences.
It is essential to carry out a detailed analysis of geographical information to identify the most relevant influencers in each area, which can include micro and nano influencers.
With the help of an influencer marketing platform this task is much faster and more effective. Today’s platform tools offer deep demographic insights that simply weren’t available even a few years ago when it comes to data analysis and segmentation.
In search of the right influencers
Finding the ideal influencer doesn’t just happen because they reach a brand’s target audience. For certain cases, location is extremely important.
We can see this clearly when a local business wants to attract the public of the city or neighborhood in which it is located. Knowing the habits, preferences, gender and socioeconomic level of that ideal audience in a given place, the search for the right influencer will be more effective, the one who can create content that really speaks to that audience whom they know quite well and who can speak with “local flavor”.
Let’s think about the small businesses in our city and their presence on social networks, it is common to see micro or nano influencers eating in restaurants, visiting gyms or taking their cars to a mechanical service, the possibilities are endless.
Influencers “from the area”
If we think about the reverse situation, that is, an established brand at a national or international level wants to reach a specific location, associating with influencers from that area will mean for that brand to have the credibility and influence of local creators.
Thus, department stores that partner with influencers in the area where they will open a new location, trainers from your neighborhood gym who recommend a protein brand, or a restaurant chain that launches a new menu in line with the area.
People tend to visit a new location or try a product or service if someone around them recommends it. Additionally, influencers often look for ways to share brand messages in a way that doesn’t feel like a traditional ad or sales gimmick but rather organic content.
Geomarketing is a very useful marketing technique not only to drive traffic and sales, but to strengthen the brand in general. Technological advances in geomarketing have changed the rules of the game for both influencers and the public.
Ismael El-Qudsi CEO and co-founder of Internet República, one of the main digital marketing agencies in Spain, since November 2011. He is also co-founder and CEO of the influencer marketing platform SocialPubli, founded in 2015, which currently operates in 9 countries.