10 Alternatives to Geo-Targeting for Location-Based Marketing

Exploring beyond geo-targeting, we’ve gathered ten innovative alternatives from a diverse group of experts, including founders and marketing directors. From leveraging hyperlocal content marketing to triggering offers in mobile apps, these seasoned professionals provide a spectrum of strategies for location-based marketing without the traditional geo-targeting approach.

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Leverage Hyperlocal Content Marketing

As an SEO consultant, I often utilize hyperlocal content marketing as an alternative to strict geo-targeting. For example, I wrote a series of blog posts on the “Best Coffee Spots in Tempe” and “Must-See Murals in Downtown Phoenix” for an e-commerce client. By focusing on location-specific interests, we reached new audiences and saw a 27% increase in traffic from those areas. 

Another strategy is building relationships with micro-influencers in your region. For an HVAC client, I partnered with popular parenting bloggers in Mesa, AZ, trading free annual tune-ups for social promotion to their followers. Their reviews and posts resonated with local parents, generating a high volume of quality leads for minimal cost. 

Finally, don’t underestimate the power of community events. Sponsoring a neighborhood festival or school fundraiser positions your business as an integral part of the local community. Last year, donating services to a local school carnival led to a 23% boost in website traffic and enough new business to provide employee bonuses.

Get involved in your own backyard. Local marketing is all about making authentic connections close to home.

Danielle Birriel, Founder, D&D SEO Services

Utilize Beacon Technology

One solid alternative to geo-targeting for location-based marketing is beaconing. These are small devices that connect through Bluetooth or WiFi to specific apps nearby, ideal for honing in on existing customers in a tight space.

Here’s how it works: beacons emit signals to devices close by, which then prompts servers to send out content like push notifications or emails. Take a sports stadium, for example. They might set up beacons to detect when someone with their app steps into the vicinity.

For this to work, folks have to opt in and keep their Bluetooth on. It’s a direct line to your customers, right? Plus, it’s great for tracking movements indoors with much more accuracy, which lets you target your messages really specifically and understand customer habits better.

And the best part? Users don’t even need to be connected to the internet to receive these notifications. Imagine a store placing beacons along the aisles—a grocery store could place a beacon in the ice cream aisle and ping a special offer on ice cream cones right when a shopper walks by.

Patrick Beltran, Marketing Director, Ardoz Digital

Implement Contextual Targeting

One specific alternative to geo-targeting for location-based marketing is contextual targeting. Instead of focusing on the user’s physical location, contextual targeting delivers ads based on the content of the web page they are viewing.

Example: for a local restaurant, we used contextual targeting by placing ads on food blogs and recipe websites. By targeting users reading content related to dining and recipes, we reached an audience likely to be interested in our restaurant without relying on their geographical location. This approach led to a 25% increase in click-through rates and a notable boost in reservations, showing the effectiveness of aligning ad content with user interests and the context of the content they consume.

Slavko Kovacevic, Head of SEO, Health Link SEO

Engage with Proximity Marketing

One specific alternative to geo-targeting for location-based marketing is proximity marketing. Proximity marketing uses technologies like Bluetooth, Wi-Fi, or NFC to send ads to mobile devices near a business or location.

Here’s an example of proximity marketing: a retail store can use beacon technology to implement proximity marketing. Beacons are small, wireless devices that transmit signals to nearby smartphones and tablets.

When a customer with the store’s app is near the beacon, they receive messages about special offers and discounts. They also receive messages about things they might like based on what they’ve bought in the past. This method of marketing enhances the in-store shopping experience by providing customers with relevant information when they need it, increasing the likelihood of purchases and customer satisfaction.

Proximity marketing is highly effective in engaging customers in real time and creating a more personalized and interactive shopping experience, driving foot traffic and sales.

Will Hawkins, Owner, Digital Business

Employ Predictive Analytics

As the founder of an AI-powered marketing solution, I’d say predictive analytics is a great alternative to geo-targeting. For example, my company built a predictive engine that analyzes customer data to anticipate life events that might drive purchases, like getting married or having a baby. We then target audience segments likely to experience those events soon with relevant messaging. 

One client saw a significant increase in sales by targeting customers our predictive engine identified as likely to move into a new home within 90 days. Rather than targeting by location alone, predictive analytics gave them insight into customers’ mindsets and needs.

Another alternative is referral marketing. My company built a “refer a friend” feature into our product, which offered incentives for existing customers to refer new ones. The key was offering rewards, like account credits or exclusive access, that genuinely appealed to our base. In six months, referrals became the top source of new customers, driving a 22% boost in revenue from that channel alone.

Referral programs are highly effective because people trust recommendations from friends and family. The key is understanding what motivates your customers to refer others and building a program that taps into that motivation. For us, special access and rewards were most compelling. For others, social recognition or altruism may be bigger drivers. Know your customers.

Chase Chappell, Founder, Sirge

Try Geo-Conquesting Tactics

One creative twist on location-based marketing that steps beyond traditional geo-targeting is geo-conquesting. This strategy taps into location data to literally steal potential customers right from under your competitors’ noses.

It uses GPS to pinpoint users who are close to your competitors, then hits them with targeted promotions to lure them away. It’s a bold move to increase market share and scoop up customers who are already out there considering similar products.

A standout example of this tactic in action was by Burger King. They ran a genius campaign targeting folks near McDonald’s. The deal was simple but brilliant: people were encouraged to download the Burger King app, and whenever they got within 600 feet of a McDonald’s, the app offered them a Whopper for just 1 cent, directing them to the nearest Burger King to claim it. This clever use of geo-conquesting not only diverted traffic from McDonald’s but also significantly boosted app downloads and customer engagement for Burger King.

Lydia Valentine, Co-Founder and Chief Marketing Officer, Cohort XIII LLC

Use IP-Address Targeting

An effective alternative to geo-targeting is IP-address targeting. This method identifies the location of website visitors based on their IP address. For instance, if you run a regional insurance company, you can use IP-address targeting to display specific content or ads relevant to the visitor’s location. This helps users see information most pertinent to their region, such as local insurance rates or services, without needing precise GPS data. This approach is helpful for businesses that serve well-defined geographical areas and want to deliver localized content efficiently.

Shane McEvoy, MD, Flycast Media

Focus on Behavioral Targeting

One specific alternative to geo-targeting for location-based marketing is behavioral targeting. This approach focuses on users’ online activities, interests, and browsing history rather than their physical location. Behavioral targeting analyzes data such as websites visited, search queries, purchase history, and content interactions to create a profile of the user’s preferences and habits. Marketers can then use this information to deliver personalized ads and content that align with the user’s interests, regardless of their geographic location.

An example of behavioral targeting in action could be an online bookstore that tracks a user’s browsing and purchase history. If the user frequently searches for and buys science fiction novels, the bookstore might display ads for new releases in that genre or offer recommendations for similar authors. This approach allows the bookstore to reach potential customers based on their demonstrated interests, rather than assuming their preferences based on where they live.

Matt Earle, President, Reputation.ca

Offer Local Promotions

Local promotions are a fantastic alternative to geo-targeting for location-based marketing. These strategies focus on engaging customers right where they are by offering discounts, deals, or incentives that are specially tailored to folks based on their proximity to a business or a particular target area. The main aim here is to pull in nearby customers, boost foot traffic, and ramp up sales by making it convenient and accessible for them.

These promotions can vary widely—from event- or holiday-specific deals, to rewards programs for regulars, or exclusive in-person offers.

Take the Super Bowl, for example. It’s a massive event each year and presents an ideal moment for businesses to implement local promotions. Imagine offering a 5% discount to anyone who comes into your store wearing merchandise from the local team.

I’ve found that local promotions are incredibly effective in driving conversions. They leverage the closeness and community feel of a location, encouraging people who are already nearby to stop by, perhaps even becoming regular customers. This strategy has proven its worth in increasing foot traffic, boosting sales, and attracting new, loyal customers to businesses.

Amir Elaguizy, CEO and Co-Founder, Cratejoy, Inc

Trigger Offers in Mobile Apps

Instead of geo-targeting, consider using location-based triggers in mobile apps. For example, implementing a feature that sends personalized offers when users check in at specific venues or events has proven effective. This approach taps into real-time context, delivering relevant content right when it matters most. It creates a seamless connection between physical presence and digital engagement, enhancing user experience and driving immediate actions.

Paul Sher, CEO, FuseBase

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