In an increasingly digital landscape, location is becoming crucial to the success of any marketing strategy. People are now connected at all times, whether it be via their desktop, laptop or mobile device. Because of this, location has become key to identifying and engaging with potential or current customers at the right time and place.
Below are three ways marketers on Salesforce can leverage location data to improve their campaign strategy and drive results:
1. Personalized Content & Targeted Messaging
Personalized content allows for a deeper connection with your audience which helps drive brand awareness and engagement. So much so that according to Forbes, 94% of executive marketers believe personalized content is crucial to their business strategy.[1]
Marketers need to leverage the increase in data resources now available customize their campaign strategies further. These days, using a contact’s first name in your emails is not personalizing your message and experience enough. Using tools like Geopointe, marketers can tap into key insights such as demographics, weather, and current events, and complement that information with the geographic location of customers and prospects. Use location data to segment out your next email and start the conversation with a trending topic specific to their location. Not only will your readers pay more attention but you’ll be more relevant.
2. Visualize your Market Strategy & Market Share
Understanding your market share is key to creating and developing a successful go-to-market strategy. With Geopointe you can layer your data on the map to visualize areas of success and key markets to target. Customize your map markers and color map pins to view customers vs. non-customers vs. prospects vs. open opportunities. Identify areas of opportunity or low penetration.
Chart your results to identify which industries have the highest rate-of-return in each geographic territory. Geopointe gives marketers the opportunity to visualize their data like never before and identify trends critical to any successful marketing strategy.
3. Improve your Event Marketing Strategy
Location is a key metric to focus on when selecting an ideal location for an event. Using location data, you can identify a central location near prospects or current customers according to concentration, driving distance, other concurrent events, venues and much more. For example, using Geopointe, you can generate a heat map to find concentrations of your largest accounts or hottest prospects. From there you can customize your map pins by revenue to quickly identify key accounts and prospects you’d like to attend your event and even search for a nearby venue directly from the map.
Once you select your ideal venue, use location data for pre-event marketing communications. Perform a radial search or draw on the map to identify the right accounts by location. Filter by industry, role or any other standard or custom field to create your targeted list. Once you identify the accounts you’d like to include in your promotion, you can add the contacts to a campaign with the click of a button and start sending geo-targeted emails or direct mailers!
