NATIONAL GEOGRAPHIC TARGETING

Who Should Consider National Geographic Targeting?

If you are an e-commerce business or a physically based business with locations or capability to serve the entire US or North America, national targeting is your best option. Depending on your specific products and services, LocalDirective may suggest a cluster of locally-based programs to best match your marketing spend to the opportunity. Our goal is to deliver maximum volume of business from the highest profit-producing geography. Thus, your national advertising may have some local or regional components to achieve the highest ROI, utilizing the capability of all of the major search engines (Google, Yahoo & MSN/Bing) to allow your ads to be shown to visitors located in several metros or states, or even a radius around particular locations.

Why Use Nationally Targeted Online Advertising?

Whether you serve business customers or consumers, somewhere between 60% and 99% of your prospective customers are online. Business purchasers led this change in the early 2000’s, but consumers were not far behind. In fact, it is expected that over $1 trillion1 will be spent in local markets from shopping that occurs online, so building a strong online presence is not just for ecommerce companies. It should be very much a part of your short and long term marketing plans, even if you are a physically based company that has traditionally made great use of offline media (radio, television, newspaper).

During this last economic downturn, in fact, online advertising was a rare exception in that it continued to experience growth in spend.2 The reason? Done right, it can be a very high ROI form of advertising, and many studies also indicate effectiveness in building brand awareness.

What Are The Types of National Advertising To Consider?

Some of the most common forms of nationally-based advertising include:

General search engine marketing in Google, Yahoo and Bing. Business users and consumers use the general search engines to purchase online and for purchases they intend to purchase offline. Very often, local businesses compete with national businesses, and LocalDirective assists our clients to position their strengths given the competitive milieu in which they exist.
Local search engines, including Google Maps and Yahoo Local are more frequently used by searchers in local markets, and so present a perfect opportunity for targeted sponsored search if you compete against local companies.
Search Engine Optimization is a critical component of the long-term strategy for any national business, and in some cases, should be used to build a location-based presence for each location or for the radius served.
Social Media Marketing is an interesting new media that can include advertising or posting on blogs and communities, creating pages on Facebook and MySpace, or using Twitter for targeted promotions. Less much frequently used, these tools offer a rich opportunity to listen and learn.
PR Marketing & Reputation Management provide rich opportunities to build brand awareness and to more obliquely further your message.
Email Marketing should be an integral part of nurturing prospects and communicating, cross-selling and up-selling existing clients. LocalDirective can assist you to not only capture opt-in email addresses, but also to develop targeted campaigns that deliver results.

In the dynamic online environment, there are many more national geographic targeting advertising and marketing opportunities. LocalDirective works with clients across the US to select the most appropriate tactics to help you achieve your business goals and within your timeframes and budget. Contact us today to learn more!