Re-targeting across social media platforms

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When it comes to B2B business, LinkedIn is the most popular and effective social media marketing channel. LinkedIn advertising can be used to geographically target audiences and also take demographics into account for more accurate results. As part of omnichannel marketing efforts, these leads can be redirected to other social media platforms like Facebook and Twitter. Other platforms like Instagram and Snapchat also offer geography-based targeting options.

Mobile-based marketing

A recent study by Search Engine Land showed that geo-targeted display ads for mobile devices achieved twice the CTR compared to the industry standard target. 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 mobile device usage, as it provides accurate targeting data based on geographic location. Decision makers are using smartphones and tablets to navigate their shopping journey in new ways. For example, B2B trade shows can use geographic targeting to send personalized invitations based on your hosting location to the respective potential customers in the area. By setting up a virtual geofence, you can participate in a meeting of business owners, employees, or consultants at a convention, seminar, or webinar. Geo-targeting allows B2B companies a path to mobile-based marketing that was previously the exclusive property of B2C marketers.

In conclusion

As Geomarketing efforts are showing favorable results, marketers are trying to find ways to deliver the same results for B2B organizations. Some limitations and challenges commonly faced are:

  •  The rate of B2B buyers buying more products online for their companies is constantly increasing.
  •  Buyers are slow to make the switch to mobile devices.
  •  B2B customers are less likely to be on their phones during business hours.

While these limitations represent a real obstacle to marketing efforts, with more developments to come, it is only a matter of time before marketers crack the code to make geomarketing mainstream within the B2B sector. .

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