The new year can often mean new goals, new jobs, and new experiences. GroundTruth’s unique targeting solutions can help businesses connect with core audiences ranging from prospective homeowners to potential new hires.  Our first webinar of the year will focus on best practices specific to recruiting, real estate and event marketing industries, with recommendations on how to set up your campaigns for success across mobile, desktop, and connected TV screens.

In this webinar, you learned:

• Uncover innovative digital marketing tactics and proven strategies centered around driving actions, whether that is physical visits, applications, or general outreach
• Learn how omnichannel marketing can help you reach customers along different touchpoints in the consumer journey
• Understand how to reach key audiences with location-based marketing solutions

The post Best Practices: Revamping Recruitment, Real Estate, and Event Marketing Strategies appeared first on GroundTruth.

In this webinar, six of our industry experts share tactics to adapt to this new reality. These tactics are targeted at specific industries namely:

• QSR/Restaurants, covered by Jen Ryan, Senior Platform Specialist
• CPG (e.g. Pharmaceuticals, Food & Beverages, Consumer Goods, etc.), covered by Erik Carlson, Sales Director
• Retail, E-Commerce, covered by Casey Kole, Platform Specialist
• Online Education (e.g. Fitness Classes, Health, Professional and Financial Services, etc.) covered by MaryClaire Hitson, Senior Account Executive
• Online Entertainment (e.g. Movies, TV, Music, Virtual Museum Tours, etc.), covered by Manasa Reddy, Platform Specialist
• Home Office Related Industries (e.g. Electronics, Computers, Monitors, Furniture, etc.), covered by Ted Lowenfels, Platform Specialist

The post Adapting Tactics in the Time of COVID-19 appeared first on GroundTruth.

For the most part, location-based marketing plays out in the physical world. It’s an offline strategy that benefits businesses with physical locations, designed to increase awareness of nearby stores, drive visits, and boost sales.

But location data holds major advantages for online marketers, too. Even retailers that don’t have a physical location can leverage it by focusing on online attribution rather than store visits. For those with campaign goals like increasing calls or generating leads from online forms, a location-based marketing strategy can be crucial. You just need to make sure your campaign includes one thing.

A mobile landing page.

How and where consumers spend their time in the physical world is the most accurate measure of their interests and likes. For this reason, analyzing their offline behavior with the help of location data paints a more complete picture of who they are as consumers. This knowledge allows businesses to reach their most sought-after audiences when it matters most, whether they have a physical location, an online store, or both!

Landing on the Right Type of Page

Incorporating a landing page into your location-based ad campaign is critical. Not only does it create a more fluid consumer experience, but it also allows brands to deliver additional messaging that can’t fit into a standard mobile ad. There are, of course, numerous types of landing pages to choose from. They can promote:

• New store openings
• New product launches
• Discounts and sales
• Upcoming trade shows and events

Mobile landing pages can also be used to educate your prospective customers about your business’s value proposition, or to provide additional calls to action — for example, encouraging consumers to call your company, make a purchase, or save on products. But not every landing page is created equal.

The less copy, the better. To create an effective landing page, keep your copy concise and your language succinct. Getting straight to the point will eliminate confusion, allow consumers to digest your messaging quickly, and ultimately increase your conversions.

Ensure your copy is legible. From a design perspective, you want your copy to be large enough to read, even on a tiny mobile screen. Opt for clean and simple fonts.

Visuals are important, but don’t overlook speed. Both to stimulate your landing page visitors and improve stickiness, visuals are a must — but the bigger the file, the longer the load time. Make sure your page is still loading quickly, or you risk losing customers.

Videos are a no-go. With landing pages, it’s better to use images rather than video. As appealing and engaging as video can be, it also takes away from your overall message and puts too much strain on the user’s mobile connections and data.

Enhance your page with additional features. To maximize the value of your page, consider all of your options. If your ultimate goal is lead generation, optimize the forms you include on your page for mobile. If you’re hoping to get bookings or reservations, use click-to-call buttons that make it easy for consumers to make a reservation.

When executed properly, landing pages can have a positive impact on goals like driving sales and generating leads. Couple them with location targeting that allows you to reach the right audience based on offline patterns and behaviors, and you can supercharge your mobile campaigns — regardless of where your conversions take place.

Interested in learning more about creating an effective location marketing campaign? Set up a chat with one of our experts today.

The post How to Effectively Drive Customers to Location-Based Landing Pages​ appeared first on GroundTruth.

For those who crave the clicks, how does location-based marketing find and drive the right person to a website to take an action? Simply answered: every brand has an audience.

Before diving deeper into this, marketers must understand what “activities,” aside from general demographics, can help construct a  detailed representation of a brand’s targeted audience. Some would consider online actions to be key indicators. Yet, online actions such as a person’s search history or the brands they like on social media platforms, fall short in telling the full story of genuine consumer behavior. Offline behaviors, however, prove to be more indicative of a consumer and his/her likes, dislikes and/or hobbies.

For example, on her laptop, Jan visits high-end websites for retailers such as West Elm and Restoration Hardware. But in reality, Jan visits her nearest HomeGoods store to find the high-end styles she’s seen while browsing online, but at a budget more in-line with her finances. Additionally, Jan also visits Target and TJ-Maxx within the same week. Based on this real-world data, it’s safe to establish that Jan is a “Discount Shopper.” Perhaps she’s also visited several quick-service restaurants within the last month, stopping by McDonald’s after a shopping trip. Jan could then also be classified as a “QSR Goer” and on a brand-specific level as a “McDonald’s Loyalist.”

By grasping this idea that physical visitation to businesses and points of interest paints a clearer picture of their desired consumer, e-commerce brands can begin leveraging location-based audiences to identify and reach a more qualified targeted audience. Furthermore, this knowledge will prevent wasting ad impressions and ultimately flushing precious media dollars down the drain.

Below are a few best practices that small-to-mid-sized companies and their agencies should consider when utilizing location-based advertising:

1) Think big(ger)

More often than not, small to mid-size businesses hone their focus in on targeting a handful of local competitors in their area to influence valuable consumers in real-time. In theory, it’s a brilliant tactic, but what brands neglect to realize is this type of strategy is not typically scalable. Expanding your targeting to reach the right places (i.e., the fancy Italian restaurant on Main Street who wants your piece of the foot traffic pie) and the right audiences (i.e., sit down diners, affluent shoppers, and Olive Garden loyalists) will greatly increase delivery and performance of campaigns.

2) Retargeting is your friend

Serving your ad to consumers in real-time within the confines you’re looking to reach is extremely valuable. Ensuring consumers are still aware of your brand after they leave is also a significant play to make. Retargeting allows you to reach users who’ve been to that competitor auto dealership within the last week and inform them of the other option available in their area.

3) Put the insights to work

To reiterate, many think they already have their core audience figured out. As notated earlier, location data often times puts an interesting spin to what was once thought to be true. Because GroundTruth’s Blueprints technology allows us to create audiences based off of behavior, brand, and category, we’re able to showcase what audiences are receptive to the content that’s being served. Why not take a risk and trust the technology that’s showing you which audiences are most engaged? Learning to be nimble and follow where the data leads can open the door to reinvention and ultimately generate new potential streams of revenue for your brand.

Interested in trying location-based marketing? Sign up for GroundTruth Ads Manager to get started today.

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