Relevance is key to any marketing activity, no matter how compelling the content, if it’s not relevant to the recipient it’s pointless. For content marketing efforts, you need personas to ensure you deliver the most applicable and valuable content to your audience.
A company creates these personas based on its own customer data by considering factors such as lifestyle, demographics and buying habits of its most loyal and profitable customers.
It’s important to weigh up different buying patterns; profit margins may be quite similar in areas where people tend to buy small value items regularly and areas where people buy less frequently but higher-end items.
Once a business has developed customer personas, location intelligence data can enrich those personas further. With the right analysis method – crunching through publicly and privately available datasets and additionally being able to visualise the results on a map – it is easy to spot areas that correspond to the customer persona. This then makes it more straightforward to adjust parameters and consider the effects of alternatives.
As a result, the business can make more informed decisions about which areas to target and what method to use, whether that be through local advertising, direct marketing, or geographically-targeted social media promotions.
Businesses with little or less reliable customer data can still make use of the location intelligence approach by looking at available data of a competitor businesses. A business can look for common attributes among the demographics of people who live in a particular catchment area, enabling them to produce the data needed to investigate other areas that have these matching profiles but that the rival business has not yet reached.
Reaching your target audience can be a costly and time consuming business, however with the insight that location intelligence can give you, it will become a more accurate and effective use of your budget.