Re-targeting Audiences Across Social Media Platform

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Re-targeting Audiences Across 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 geographically and take demographic data into account for more accurate results. As part of the omnichannel marketing effort, those leads can then be realigned through the right social media platform, Facebook and Twitter. Other platforms like Instagram and Snapchat also offer geo-based targeting options.

Mobile Marketing

A recent study by Search Engine Land found that geographic advertising for mobile displays had twice the click-through rates than the industry's standard target. According to Marketing Profs, more American adults are using mobile devices than traditional computers when searching for local products and services. The success of location-based strategies depends heavily on the use of mobile devices as they provide accurate segmentation data based on geographic location.

Decision makers are using smartphones and tablets to steer their buying journey in new ways. For example, B2B trade shows can use geo-targeting to send personalized invitations based on their hosting location to the respective leads in the region. By setting up a virtual geofence, a gathering of business owners, employees or consultants can be held at a meeting, seminar or webinar. Geo-targeting enables B2B companies a path into mobile marketing that was previously reserved exclusively for B2C marketers.

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Finally

With geomarketing efforts showing favorable results, marketers are trying to find ways to get B2B organizations to deliver the same results. Some limitations and challengers that they often face include:

  • The number of B2B buyers buying more products online for their businesses is steadily increasing.
  • Buyers are slow to make the move to mobile.
  • B2B customers make phone calls less often during office hours.

As much as these limitations really get in the way of marketing efforts, given future developments, it is only a matter of time before marketers crack the code to make geomarketing mainstream in the B2B sector. To see what's new in marketing for the coming year, visit Deck 7's blog on Marketing Trends for 2021


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