B2B Geomarketing Trends for 2021

The rapid development of placement-based technology has led Geomarketing to the forefront of marketing strategies.

Companies invest heavily in geobased marketing technology to connect with their ideal buyers. According to the latest report from Zion Market Research from 2019, the global market for geomarket consumption was approx. $ 7.4 billion. In 2018 and is expected to reach 38.1 billion. $ By 2025.

A B2B approach to geomarketing

As the B2B industry increasingly shifts to specializing in niche products and services, it is now crucial for any business to find the right niches to target. B2C Global Business is already reaping impressive benefits by integrating location-based targeting; Timberland was able to increase their store visits by 6%, while the popular fast food chain Dunkin 'Donuts reported an impressive 72% increase in click-through rates (CTR). There is no reason why B2B companies cannot use a similar strategy to make their ad targeting more effective. A B2B sales journey is quite complex and usually involves navigating through 3-5 makers to reach the end. B2B marketers can use the digital footprints of geobased data to cut through the clutter and deliver personalized, well-tailored and segment-specific content directly to the ideal point of contact. With that in mind, we need to look at ways B2B companies can integrate geomarketing into their advertising book.

Generate geo-targeted leads according to a specific buyer persona

A survey conducted by Salesforce found that 80% of all users using location-based services are interested in updates from the business companies they are interested in. In addition, the more campaigns that run, the more customer data is collected that can be further used for to adjust the buyer's persona. Audiences are filtered based on their specific interests, geographic areas, the technologies they use, and the current job titles they hold. As B2B companies seek to establish a sustainable relationship with their customers, geomarketing will enable companies to offer a personalized and relevant content development strategy. Platforms like Google Ads allow you to set up campaigns by segmenting audiences based on their geographic location. Using the right CTAs is just as important in these campaigns.

Re-targeting audiences across the social media platform

When it comes to B2B businesses, LinkedIn is the most popular and effective social media marketing channel. LinkedIn advertising can be used to target audiences geo and also include demographics for more accurate results. As part of Omnichannel's marketing efforts, these leads can then be targeted across the right social media platform, which could be Facebook and Twitter. Other platforms like Instagram and Snapchat also provide geo-based targeting options.

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Mobile-based marketing

A recent study by Search Engine Land showed that geo-targeted mobile display advertising achieved twice as many CTRs as standard industry targets. According to Marketing Profs, more American adults use mobile devices than traditional computers when searching for local products and services. The success of location-based strategies is highly dependent on the use of mobile devices, as it provides accurate segmentation data based on geographic location. Decision makers use smartphones and tablets to navigate their shopping journey in new ways. For example, B2B fairs can use geo-targeting to send personalized invitations based on their host location to respective leads in the area. By setting up a virtual geofence, a collection of business owners, employees or consultants at a convention, seminar or webinar can be engaged in. Geo-targeting gives B2B businesses a path into mobile-based marketing that was previously only protected by B2C marketers.

Finally

As the Geomarketing efforts show favorable results, marketers are trying to figure out ways to deliver the same results to B2B organizations. A few limitations and challenges that they often face are:

The proportion of B2B buyers buying more products online for their businesses is steadily rising.

Buyers are slow to switch to mobile.

B2B clients are less likely to be on their phones during office hours.

As much as these restrictions are a real obstacle to marketing efforts, with developments in the future, it's just a matter of time before marketers crack the code to make geomarketing mainstream in the B2B sector. To know what's new in marketing in the coming year, visit Deck 7's blog on marketing trends in 2021.

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