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Geographic segmentation is one of the most important methods for attracting more local clients. In this content, I will cover the basics.

I’ll admit, it sounded like something straight out of a business textbook. But trust me, it’s not as intimidating as it seems. 

By the end of this article, you’ll not only understand what it is but also how to use it to your advantage. Ready to dive in? Let’s go step by step.

Geographic Segmentation: What Is It?

Geographic segmentation is a marketing strategy where you divide your audience based on their location. Sounds simple, right? That’s because it is. 

Whether it’s by country, state, city, or even neighborhood, this segmentation helps businesses target their customers more effectively.

Think about it like this: If you’re in Brazil during Carnival, you wouldn’t promote winter coats, would you? It’s all about tailoring your message to fit the context of your audience’s surroundings.

For a simpler analogy, imagine you’re playing Mario Bros. Each level has its unique environment—some are underwater, others in castles, or on grassy hills. 

To win, you adapt your strategy based on where you are. Marketing with geographic segmentation works the same way: you adjust to your “level” to resonate with your audience.

Geographic Segmentation: Why Is It Important?

Now, why does this matter? Couldn’t you just send the same message to everyone? Technically, yes, but it wouldn’t be nearly as effective.

Imagine you’re writing poetry. Some verses might resonate deeply with someone who’s just fallen in love, while others might speak to someone experiencing heartbreak. If you try to write a single poem that speaks to both, it might fall flat for everyone.

Similarly, a business that ignores geographic differences risks creating generic campaigns that fail to connect. Here’s why geographic segmentation is critical:

1. Cultural Relevance: People in different regions have unique customs and preferences. A message that works for a New Yorker may not be the best one for someone in Seoul.
2. Weather and Seasons: Promoting rain boots during Rio’s summer makes no sense, right? Additionally, when it comes to broader geographic segmentation, everyone has a different way of dealing with a season, so keep that in mind.
3. Local Competitors: Knowing your audience’s location helps you understand the competition and position yourself better. Then, you can fill the gaps and make a compelling offer – the famous hero you need and deserve – shoutout to Batman fans.
4. Budget Efficiency: Why waste money advertising to areas where your product or service isn’t available? Or where competitors fulfill the demand so well that there’s no reason to fight for that market share – at least not now.

Did you enjoy the content so far? Hang tight because I’ll show you how to implement it next. Click here to read my content on digital marketing, where I share seven essential tips for beginners

Geographic Segmentation: How to Do It?

So, you’re convinced this is important. Now what? Let’s walk through the steps. There are many ways to approach this, but for me, I always choose the four main steps.

Step 1: Define Your Goals

First, ask yourself: What am I trying to achieve? Are you a local freelancer looking for clients nearby, or are you expanding internationally? 

When I started freelancing, I targeted agencies in Brazil because that’s where the demand for SEO writers was booming, especially during the pandemic. Understanding your goal will shape your strategy and the KPIs you need to keep in mind to stay on the right path.

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Uma publicação partilhada por Matheus Xavier Copy (@matheusxaviercopy)

Step 2: Gather Your Data

You can’t segment without data. Use tools like Google Analytics to understand where your current audience comes from, and you also can do this for social media. Are most of your visitors from one city? One country?

However, you need to have a good amount of data for it to be considered reliable. So, you need to create content or run ads to gather this information.

Step 3: Create Audience Segments

Once you have your data, divide your audience to take advantage of all the benefits we discussed earlier. For example:

• City-Level Segmentation: If you run a local business like a café.
• Regional Segmentation: For broader campaigns like promoting a new product in the Northeast.
• Country-Level Segmentation: Ideal for international companies or online freelancers.

Click here to explore my content about Google SEO, where I share 10 key tips for businesses to dominate search rankings.

Step 4: Adapt Your Message

Here’s where creativity shines. Tailor your campaigns to each segment. When writing novels, I always think about my audience, the final reader.

A sci-fi lover might not enjoy the same narrative style as a fan of heartfelt poetry. Marketing works the same way: personalize your approach. A good tip is to use common words and phrases for that area, including local references, historical references, and so on.

Geographic Segmentation: How SEO Can Help?

This is where things get even more exciting—SEO can amplify your geographic segmentation strategy. Think of it as the power-up mushroom in Mario Bros.: it gives you that extra boost to reach your audience.

Local Keywords

SEO helps you identify local search terms your audience uses. For instance, instead of targeting “freelance copywriter,” I could optimize for “freelance copywriter in Seattle.” 

My advice? Use tools like Ahrefs or Google Keyword Planner to find location-specific keywords. Click here to see my content about how to do keyword research, it’s a full guide in 3 steps!

Google My Business

If you’re running a local business, a Google My Business profile is non-negotiable. It’s like having a bright neon sign pointing customers to your door.

Click here to check out my content on local SEO. I’ve written the ultimate guide for 2024 with everything you need to know.

Geo-Targeted Content

Write blogs or landing pages specific to the regions you’re targeting. For example, an article titled “How Businesses in São Paulo Can Benefit from SEO” immediately catches the attention of a specific audience.

Click here to read my content for companies, where I share five essential SEO tips to help dominate the digital landscape

Mobile Optimization

Remember, most people search on their phones. Ensure your website is mobile-friendly, especially for on-the-go users.

Did you like our content about geographic segmentation? Share it! And don’t forget to check out the brand-new articles we have on the blog to learn more and achieve the best results with your website.