Digital marketers are well-versed in the continuous hustle to get content on the screens of their audience- and there's no shortage of dashboards chock full of data points claiming to make this task easy.
Today I propose taking a look at an oft-overlooked group of metrics that can help deliver a quick and easy boost in engagement: location data.
BudURL link reports summarize the top cities, regions, and countries that are clicking on your short links. There’s also a heat map for good measure. Most tools will give you top metro areas at a minimum. So what can you get out of these location reports?
- Informed send times: You likely target your content publishing to capture a set of users already. But what if there is swell of users around lunch time in a different time zone, in an area you aren’t focused on? Location reporting can help you capture and nurture targets of opportunity within your user base on the best timing for them.
- Capitalize on local events: An NFL playoff game and the season finale of The Bachelor. What do they have in common? They both get a ton of viewers who use social media during the event to participate in the discussion surrounding the game or episode. On a smaller scale, there could be industry-specific conferences in other regions that you don't normally target- using location data to capitilze on an uptick of activity thanks to an event is a totally free way to boost your content. You can use this information to publish relevant content where your users are engaging, and capture some new users who are eagerly refreshing Twitter after a big moment or big play.
- Identify problem areas for your campaign: Say for example that you’re running a marketing campaign targeted to users in America’s Southwest region. If the metrics from a bird’s eye view are good enough, you may think everything is going smoothly and move on to the next item on your to-do list. But location reporting will give you a clearer look at your performance. Let’s say this campaign’s performance in California is great, but seriously lacking in Arizona. You’ve just identified an area of need, and can address Arizona specifically so that it’s performance can improve, and be closer to your estimates. This type of insight can ensure that large pockets of users won’t escape your focus, and make sure that your digital marketing team isn’t leaving too much meat on the bone.
These are just a few examples of how to leverage location reporting- the only limits are your imagination. If you'd like some input on using location-specific metrics to better target your audience, we'd love to help: