Today’s blog post was prompted from an e-newsletter I got from The Reverend Peyton’s Big Damn Band. I signed up for their email list after seeing them perform at the 80/35 music festival. The sign up form on their website had an option to include your city and state, which I provided. The email I got from them today had the subject line: “This Saturday at the Slowdown in Omaha.” The message certainly caught my attention because it was about a show near me, rather than just a message about them going on tour. This example of sharing the most relevant information to a fan is the beauty of geo-targeting your messages.
Geo-targeting is the tactic of directing your efforts to a specific geographic region. This not only captures your fans’ attention more effectively, it also helps break through the clutter of messages people get on a daily basis. If you continually blast your fans with messages that aren’t useful it can start to become “spammy” and you could get an e-newsletter unsubscriber or a Facebook fan may decide to hide your posts from their news feed. You don’t want to break these important communication channels you’ve built up.
Here are some ways to geo-target your messages:
- Facebook Status Updates – If you want to share details about an upcoming show in Minneapolis or maybe you are looking for people to hang posters about your new album in Kansas City, using Facebook’s geo-targeting status updates can come in really helpful. You can target your status update to specific countries, states, and cities. In the status update box you’ll see a drop down to select Public or Customize. When you select Customize you will get options to target your audience. First type in the desired country and then a list will pop up to select Everywhere, By State/Province, or By City. You can choose multiple states or cities, as well as target by language.
- Online Advertising – There are multiple options for placing geo-targeted advertisements online such as a banner ad on Pitchfork’s website, a box ad on a JamBase e-newsletter, or a standard ad on Facebook. Almost all online websites that sell advertising offer packages that allow you to target users in certain geographic regions. If you are going the Facebook route, there are options to geo-target by country, state, city, and zip code. Facebook gets much deeper into targeting options by providing selections such as interests, age, education, marital status, and more. You can explore all your options for advertising on Facebook at facebook.com/advertising. For magazine websites, blogs, or popular e-newsletters, the best way to find out about available packages is to email their advertising department. We recommend requesting their rate card and letting them know your budget, timeline, and regions you want to target. Then it comes down to negotiating a package that gives you the most impressions and visibility in the markets you want to reach.
- E-Newsletters – Just as we noted above, The Reverend Peyton’s Big Damn Band’s e-newsletter is a stellar example of geo-targeting your messages to fans. Make sure when you are choosing an e-newsletter service you pick one that allows you to enter geographic information. MailChimp is the service we blogged about last week, they offer a geo-targeted option that allows you to select which regions or define a radius for sending your e-newsletters. The biggest thing to remember for geo-targeting your e-newsletters is to make sure you are getting the information. If you don’t know where your fans live, you won’t even have the option to geo-target. When you put an e-mail sign up form on your website or have a hard copy form at a show, always ask for either their city and state or zip code. Even if you aren’t touring a lot just yet, it’s very helpful information to have in the future. Start gathering it!
If you have any questions on how to utilize geo-targeting in your marketing efforts, get in touch with us.