Page 40 - vol-6-7

How can I fgure out what that these visual elements are laid out in such a
works? way that pleases the eye. Certain countries like

to emphasize bold colors, for example, while
Just because geo-targeting is more intuitive
in other countries this would be a garish move.
and quicker to deploy doesn’t mean that there
won’t be any tinkering involved. For instance, you
can include both the dominant language on a site how do I test out this geo-
as well as a language converter to any language targeting?
of the lead’s choosing. Including this converter
will tend to appeal to the lead who wants more One of the best ways to test out your geo-
options in their browsing experience. targeting strategy is to implement an IP redirect.
This will redirect leads to a certain area of your
Currency site and in the process give you an idea as to
how many people are visiting your site and where
Another thing to do is to play around with the exactly they’re going when they do visit.
way that currency is displayed. While you’d tend
to display the currency as the Euro in a European
Pay-per-click advertising
country, you could just as easily display the
monetary equivalent in the American dollar since
This type of advertising can be fairly
that currency is fairly common as well. Instead
expensive for you to utilize, but it will give you
of including a button for conversion, you could
highly specifc data as to where your leads are
simply list the dollar amount next to the Euro
navigating to and what their country of origin
amount.
is. This is one of the most effective ways to turn
leads into customers.
Location, location, location
Location is obviously everything when it comes Use separate domains for
to geo-targeting, but you want to make sure separate countries.

that you’re putting your best foot forward. Leads
religiously base their purchasing decisions on This should be a no-brainer, but having your
reviews. In this online world of ours, it’s all too site’s domain be the same no matter where the
easy to fnd a plethora of reviews--both good lead is browsing from doesn’t make a whole
and bad. Since you can’t affect the actual content lot of sense. Putting in that extra touch of
of the reviews themselves, you can do the next having the site’s domain name correspond to
best thing--deliver the best product or service the lead’s country of origin will make them feel
so that customers can’t help but give you a great that much more comfortable and likely to buy
review.
whatever it is that you’re selling.
Location customization There are a variety of methods at your
disposal if you’re a small business owner
This should go without saying, but your ads who’s looking to better market their product or
should be different depending on where they’re
service to the market. With the interconnected
being directed. While this will cost you more
nature of our world comes the opportunity
upfront, it will ensure that your leads don’t feel
to innovate and invest in ways of marketing
like they’re not being catered to. While a video
that specifcally target leads who are most
advertisement might be a slick way to engage
likely to be converted into customers. The
your audience, a visual ad might do better here.
most effective of these methods by far is geo-
It’s a lot easier to make several versions of an ad
targeting. By specifcally honing in on the
using Photoshop than it is to have to reshoot an
country of origin that your visitor is browsing
entire commercial over and over again.
from, you’re offering a familiar space where
We’re visual creatures. the lead can feel comfortable. While you’ll still
have to put considerable effort into the design
Considering that humans are visual creatures, of your site and the quality of your product
it’s important that you not only have the best or service, using geo-targeting will make you
visual elements to promote yourself but also much more likely to convert leads.

40 PAYOUTMAGAZINE Sponsored by