Should Your Business Use Zip Code Targeting?
You spend a lot of time and effort to reach potential customers, but is it really working? It can feel as though you are putting so much effort into advertising, but seeing no results. Even though you are using the right platforms and methods, you may not be using them to their full capacity.
So, how can you reach local customers and track if your efforts are working?
With zip code targeting, you can pinpoint and reach your exact target market. On this page, we’ll take a look at the benefits of zip code targeting and how you can use zip code targeting to reach more customers for your business.
If you are interested in finding out how zip code targeting can work for your business, call us today at 888-601-5359, or keep reading for more information about zip code targeting.
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Geotargeting vs. zip code targeting
When you look into zip code targeting, you may come across the term geotargeting. So, what’s the difference between the two?
Zip code targeting is a part of geotargeting. Geotargeting focuses on delivering content to specific locations. These locations are based on countries, cities, zip codes, and more.
Geotargeting focuses on numerous types of targeting, whereas zip code targeting is more specific. Zip code targeting focuses solely on specific zip codes near your business.
Though these two seem similar, zip code targeting is a very specific version of geotargeting. Some businesses may use both or only one. The size, location, clientele, and goals of your business will determine which one you use.
When should you use zip code targeting?
This type of targeting is a great option for local businesses. Your industry and locations where you operate will affect the ease of using zip code targeting. With every location, you will have dozens more zip codes to include in your targeting plan.
If you have a local business that caters to a certain mile radius, this is a viable option for you. You can advertise directly to customers and track how well they respond to your advertisements.
With zip code targeting, you can see which zip codes are responsive and which ones are not.
Tools for zip code targeting
There are a number of advertising platforms that enable you to utilize zip code targeting.
Google Ads is one of the most popular ways to utilize zip code targeting.
This platform is a pay-per-click (PPC) advertising platform. They offer options for display, video, search, and app ads. The biggest use of Ads is for PPC advertisements that appear at the top of search results.
PPC works on a bidding system. You choose your keywords and set the maximum bid you are willing to pay for those keywords. Your maximum bid, along with other factors, determines your advertisement’s position.
Companies love this option because you control your budget. You’ll never have to worry about incurring extra costs because there are no hidden fees or unplanned costs.
For a local business, it is even more appealing because this platform offers zip code targeting. You can target a thousand different zip codes in the areas near you. If you want to target only the surrounding zip codes, you can also set a radius for targeting.
Like Google Ads, Facebook offers businesses the opportunity to utilize paid advertisements. When you are on Facebook, you can see PPC advertisements on the sidebars and inside your newsfeed.
Facebook ads enable you to target specific audiences by their gender, age, language, and location. Within location targeting, you can target specific zip codes.
There are two important subsets of targeting zip codes that you need to know. One is targeting people who live in the location. You want to be sure that you target people who live nearby to entice them to come to your business.
You also want to target people who were recently near your business or traveling to the area. Though they don’t live in the nearby area, they may be frequent visitors. You want to ensure that you are including their zip codes too.
Twitter is another great option for utilizing PPC advertising with zip code targeting. Like Facebook ads, Twitter ads appear in your Twitter feed.
This platform offers the option to target specific audiences through their location. You can run different campaigns to target each kind of audience in the area. It’s a versatile platform that enables you to tailor your advertisements for each zip code.
Benefits of zip code targeting
Now that you understand how zip code targeting works, let’s take a look at six of the top benefits of zip code targeting.
1. You’ll uncover valuable info about your audience
If you’re going to put money into advertising, you want to reach the right people. The goal of any business is to reach the customers who will convert. Zip code targeting allows you to do that.
You can target specific areas to reach your target audience. This is something you will initially need to figure out. It is important to know this information to use zip code targeting effectively.
Once you know who your customers are, you’ll want to segment them. When you segment your customers, you can group them based on their gender, ethnicity, social class, and economic status, amongst other things.
You can figure out their wants and needs by breaking down your audience. A group of higher income people aren’t going to have the same needs as lower-income people. Different factors will influence their decision to buy.
Segmentation enables you to figure out those needs and how you can meet them. It will help you tailor your advertising strategy to create content that is more relevant to your customers.
2. You can tailor your ads to fit different audience groups
The hardest part about advertising is figuring out your target market. You probably have a target market in mind. The issue arises when you advertise and your target market is unresponsive.
When you create your target market, you sometimes choose the wrong people or exclude other important markets. It is important to think of all possible groups of people when you are figuring out your target market. Once you figure it out, you can advertise to these people and appeal to their needs.
Zip code targeting enables you to figure out which zip codes are the most responsive. This will help you narrow in on your target market.
When you segment your audience, various segments are going to respond to advertisements differently. One type of advertisement may work on one group of people, but not another. Zip code targeting enables you to use advertisements that are specifically for certain groups.
You can create customized advertisements to maximize your reach to your target market. People within each zip code can receive the advertisement that is most relevant to them. This enables you to reach them better and help them convert.
3. Exclude irrelevant zip codes
Zip code targeting allows for trial and error. You may find that a particular zip code is unresponsive. When they are, you can easily remove them from your list.
There are numerous reasons for a lack of response. If there is a competitor in that area that is significantly more popular amongst those people, they may not be receptive to your ads. They may be loyal to that business and not interested in a new one.
Your advertisements may also be off. You can try another angle for the advertisement, but if there are still no responses, it is best to axe that area.
By nixing the irrelevant zip codes, you can focus on the ones that work. You won’t waste your money on zip codes that are unresponsive. This is also an opportunity for you to try new zip codes you may not have considered previously.
4. Cut back on traditional media
Traditional marketing is expensive and doesn’t allow you to reach a specific audience. If you’re looking to reach specific people, the Internet is the way to go. Traditional marketing doesn’t give you the option to effectively test out and see results of your advertising efforts.
You don’t need to completely nix it from your marketing plan. If there are certain aspects of it that work for your business, don’t get rid of them. Only eliminate aspects that aren’t working.
By cutting back on traditional media, you’ll allow yourself to have more time, effort, and money to put towards digital marketing, like zip code targeting. When you cut back, you can use that money to target customers more specifically through your online presence.
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So, should you use zip code targeting for your business?
Zip code targeting is a great option for your business if you are looking to target people in a certain area. You can reach your potential customers better with this kind of targeting.
This is a great way for you to figure out the location of your target market. You can grasp a better understanding of your market, their wants and needs, and their location.
Are there other ways to reach people in these zip codes?
Yes! You aren’t bound to zip code targeting to reach your target audience. The best way to maximize your reach is to use zip code targeting in conjunction with other services.
Google Business Profile is a free service that enables you to advertise your business. When people conduct searches for local businesses, they can see your listing. This listing contains important information about your business that customers need.
Local search engine optimization (SEO) is another great option. This type of SEO focuses on helping your business connect with local customers. It’s a great option for anyone who sell strictly local or ones who have a lot of competition with other businesses in the Google search results.
By utilizing these tools, in conjunction with zip code targeting, you can make the most out of reaching your customers.
WebFX can help you reach more local customers
If you’re tired of using traditional media to try and reach your local customers, let WebFX help you make your digital mark. We are a full-service digital marketing company that has years of experience helping businesses like yours achieve success.
With over 863+ client testimonials, we’ve helped many local businesses, like yours, achieve their goals. Our team of 450+ experts are dedicated to your campaign. We’ll help you create a unique digital marketing plan that will help your business see results.
We know your budget is important. That’s why we offer transparent pricing. Other companies will hide their prices, but we share ours so you have all the information you need to make a decision.
Learn more about zip code targeting
If you’re ready to learn more about zip code targeting, contact us today to speak with a specialist!
We look forward to working with you!