"Think Local" For Better Digital Marketing Performance

When advertising online, it can be tempting to go as broad as is feasible with your geographic targeting.

For example, let's say you have finally launched an online store (to accompany your previous physical retail outlet) and you sell nationwide via your online store ... it would stand to reason that you should advertise nationwide.

However, one recurring trend I've noticed across many different businesses (when reviewing analytics and sales data as part of my work as a digital marketing consultant) is that when you look at geographic breakdowns of campaigns, they are frequently the most successful in the business' local area.

An example of this is a Christchurch-based business I am working with at the moment. They have a physical presence (a retail outlet in the CBD) although they sell nationwide via an eCommerce site.

When reviewing their Google Ads performance, it was eye-opening to see that Christchurch as a city constituted around 15% of spend but almost 30% of sales ... clearly outperforming relative to the area's size.

There are several potential reasons for this (which I cover in the video) but the short version is that because this business already has presence and a name in the Christchurch area, it's more likely that someone will convert into a customer.

With that in mind, the business can actually look to improve their digital advertising results by first focusing on getting as many sales as possible from the Christchurch area before they hit the "point of diminishing marginal returns".

Basically, if you have a presence and positive reputation in an area, then try as hard as possible to sell as much as possible in that area first before turning your attention elsewhere - at least if you want to maximise the results and ROI you get from your digital marketing.

Видео "Think Local" For Better Digital Marketing Performance канала Sam Frost