Encouraging local customers to leave Google My Business
Posted: Tue May 20, 2025 8:45 am
Creating blog posts like "Best Coffee Shops in [City Name]" or "Things to Do in [Neighborhood]" and promoting them via email to local subscribers.
8. Compliance with Local Regulations
Strategy: Ensure your marketing messages and product offerings comply with specific local laws.
Examples:
An alcohol brand might only send marketing emails to subscribers in regions where such advertising is legal and where the minimum drinking age is met.
A financial service firm tailors its offers to sweden email list comply with state-specific lending regulations.
Best Practices for Geographic Segmentation
Granularity Matters: Decide on the appropriate level of geographic granularity for your business. For a local coffee shop, city or neighborhood is best. For a global SaaS company, country or region might suffice.
Accuracy is Key: Ensure your geographic data is accurate. Incorrect location data leads to irrelevant messages and potential frustration.
Combine with Other Segments: Geographic segmentation is most powerful when combined with other types (demographic, behavioral, psychographic).
Example: "Female customers, aged 25-34, in London, who have purchased dresses in the last 6 months."
Automate Where Possible: Use your Email Service Provider (ESP) or CRM to automate the segmentation and sending process based on geographic rules.
Test and Refine: Continuously monitor the performance of your geographically segmented campaigns. Are open rates higher? Are conversions better? Adjust your strategies based on data.
Personalization Tokens: Use merge tags in your emails to dynamically insert city names, weather forecasts, or local event details.
Provide an Escape Hatch: Always allow subscribers to update their location preferences or unsubscribe if they no longer find the content relevant.
Acknowledge Limitations of IP-based Segmentation: While IP lookups provide a good estimate, they are not always 100% accurate (e.g., VPN users). Offer a way for users to explicitly state their location.
Respect Cultural Nuances: When expanding internationally, invest in local expertise to ensure your messaging is culturally sensitive and avoids unintended offense.
Consider Localized Landing Pages: Link geographic segments to dedicated landing pages that also reflect the local context (language, imagery, currency).
Potential Pitfalls to Avoid
Over-Segmentation: Creating too many tiny geographic segments can become unwieldy and inefficient to manage, especially if you lack enough subscribers in each.
Ignoring Inner-Segment Diversity: While a segment shares a geographic trait, individuals within it still have unique preferences. Don't rely solely on geography.
Outdated Data: Geographic data can change (people move). Implement strategies for data hygiene and updates.
8. Compliance with Local Regulations
Strategy: Ensure your marketing messages and product offerings comply with specific local laws.
Examples:
An alcohol brand might only send marketing emails to subscribers in regions where such advertising is legal and where the minimum drinking age is met.
A financial service firm tailors its offers to sweden email list comply with state-specific lending regulations.
Best Practices for Geographic Segmentation
Granularity Matters: Decide on the appropriate level of geographic granularity for your business. For a local coffee shop, city or neighborhood is best. For a global SaaS company, country or region might suffice.
Accuracy is Key: Ensure your geographic data is accurate. Incorrect location data leads to irrelevant messages and potential frustration.
Combine with Other Segments: Geographic segmentation is most powerful when combined with other types (demographic, behavioral, psychographic).
Example: "Female customers, aged 25-34, in London, who have purchased dresses in the last 6 months."
Automate Where Possible: Use your Email Service Provider (ESP) or CRM to automate the segmentation and sending process based on geographic rules.
Test and Refine: Continuously monitor the performance of your geographically segmented campaigns. Are open rates higher? Are conversions better? Adjust your strategies based on data.
Personalization Tokens: Use merge tags in your emails to dynamically insert city names, weather forecasts, or local event details.
Provide an Escape Hatch: Always allow subscribers to update their location preferences or unsubscribe if they no longer find the content relevant.
Acknowledge Limitations of IP-based Segmentation: While IP lookups provide a good estimate, they are not always 100% accurate (e.g., VPN users). Offer a way for users to explicitly state their location.
Respect Cultural Nuances: When expanding internationally, invest in local expertise to ensure your messaging is culturally sensitive and avoids unintended offense.
Consider Localized Landing Pages: Link geographic segments to dedicated landing pages that also reflect the local context (language, imagery, currency).
Potential Pitfalls to Avoid
Over-Segmentation: Creating too many tiny geographic segments can become unwieldy and inefficient to manage, especially if you lack enough subscribers in each.
Ignoring Inner-Segment Diversity: While a segment shares a geographic trait, individuals within it still have unique preferences. Don't rely solely on geography.
Outdated Data: Geographic data can change (people move). Implement strategies for data hygiene and updates.