Marketing 101: How Geotargeting Can Help Your Local Business
Marketing 101: How Geotargeting Can Help Your Local Business
Imagine if your business could target exactly the right people, at the right time, with the right message. This is essentially what geotargeting is.
Geotargeted marketing refers to directing advertising and marketing efforts to users within a specific geographic area or based on their location.
Essentially, geotargeting is something that has always been used. In days of traditional advertising such as print, billboards or tv advertising – local marketers may have selected publications or TV stations specific to a local area their target customers resided in.
The concept remains the same, but the capabilities in the digital world are even greater. Now, with digital advertising platforms, a business can set up both geographic targeting and radius targeting. The former – a wider spread net using postal code, city, province or country, and the latter, setting a certain kilometer radius around a specific geographic point, such as a store location. Users identified within the radius become eligible to receive a targeted ad. Meaning, if you are a local business, you can now access your target customers by location, with more accuracy than ever before.
Much of the success and accuracy of geotargeting depends on the advertising platform used – some platforms will have immense amounts data on their users, giving high accuracy on radius, and other demographics.
Some of the most widely used platforms for geotargeting are Google Ads, Facebook Ads, Instagram Ads, Snapchat Geofilters and Foursquare ads. Any of these platforms are a good place to begin your geotargeting journey – consider the behavior patterns and digital usage of your customers when making this decision. What platforms may they use and for what are two good questions to ask.
How does AdTech Identify User Geography? The main ways in which advertising platforms can identify a user’s physical location are IP address, GPS data, Wi-fi connection or mobile network. This is why you see social media platforms dominating in this space when it comes to advertising, as many of them require users to provide this information to even have a profile on their platforms.
Other things to consider: Geotargeting gives you access to the audience, but proper messaging and weighing other factors into your strategy including demographics like age, browsing interests, and type of device usage of your target audience are important to consider to see success in geotargeting. Really, any successful digital advertising strategy must include a strong understanding of target audience to truly garner success.
IN CASE YOU MISSED IT
The
The Hammer Episode #68: Don't Stress Out
Sandra Primiano, senior director of employee assistance programs at online mental health services provider, Dialogue, joins The Hammer to explain how job stress leads to decreased performance; what signs might point to a co-worker who is struggling; and some practical tips for mitigating issues when they arise.
» read more
Five small projects that drive home value
Advances in plumbing technologies are also expanding what’s possible in retrofit situations, allowing fixtures and appliances to be added in locations that were previously difficult or cost-prohibitive.
We’ve rounded up five renovation projects that consistently deliver strong value with manageable scope.
» read more
When we say we know where it is, we know.
At Taiga, it starts with one simple scan. From there, our integrated technologies ensure Taiga customers get certainty with every product, at all times. We are leaders in distribution innovation and customer service, getting you what you want, when you need it — every time.
When trust is on the line, every detail matters. Signature shingles are engineered for durability, performance,
and style, even in Canada’s toughest conditions. With proven technology and premium colour blends, you
deliver more than a roof — you give your clients peace of mind.
Ontario and Quebec single-family permits lead January increase
In January, the total value of building permits issued in Canada increased $607 million (4.8 percent) to $13.3 billion. The increase was led by the non-residential sector ($464 million) and supported by the residential sector ($143 million). The total value of building permits issued in January rose 4.3 percent from the previous month and was up 0.8 percent on a year-over-year basis.
» read more
Calgary and Edmonton set homebuilding records in 2025
Calgary builders turned in their fourth consecutive year of home construction in 2025, according to the 2026 Spring Housing Supply report from Canada Mortgage and Housing Corporation (CMHC).
» read more
Manitoba construction associations ask AG to investigate fees
WINNIPEG — Three construction associations representing the vertical and heavy construction sectors across Manitoba have requested the province’s auditor general review the 85-cent-per-hour per worker charge collected on Manitoba Jobs Agreement-covered projects.
» read more
Introducing: Bay Stone in Orthic!
The perfect blend of design and durability, inspired by the natural dark slate quarries of Canada.
Paired with Fusion Stone's patented technology, the colour and texture will allow you to take your project to the next level!
Sexton Group Ltd., 1345 Kenaston Blvd,
Winnipeg, Manitoba, R3P 2P2
This e-newsletter is an exclusive service for
Sexton Group Ltd members.
Send your inquiries or comments to
marketing@sextongroup.com
This e-newsletter was sent by Canadian
Contractor
on behalf of the Sexton Group Ltd.
