So what does that phrase mean, “Geo-Targeting WordPress Content”? First, let’s back up and look at an example of personalization.
After a decade of steadily declining sales, Coca-Cola turned its fortunes around by simply adding names to Coke bottles. The company’s “Share a Coke” campaign created a personal connection with consumers that fueled sales. After all, why wouldn’t you buy a drink with your name on it?
Nutella soon followed suit, taking the idea a step further by allowing customers to add their own names to jars. Soon enough, people were rushing to show off their personalized jars on social media.
So what do Coca-Cola and Nutella have to do with WordPress?
Well, what these brands achieved are clear examples of the power of personalization. Consumers now expect content online that is unique to them, so much so that 74% of customers feel frustrated when website content is not personalized. And marketers know this – 52% of digital marketers consider the ability to personalize web content to be fundamental to their online strategy. The problem? Only 32% say their CMS enables personalization.
Fortunately, WordPress is not one of these CMSs. There are plenty of tools and plugins for WordPress that make it easy to personalize content for visitors, but by far the easiest way to personalize site content is with geo-targeting.
What is Geo-Targeting?
Geo-targeting is a way for websites to serve specific content to visitors based on their geographic location, usually their country or city via their IP address.
This technique isn’t new – it’s been around so long that it has become ubiquitous. Google provides search results tailored to your location in the world, Amazon offers personalized home pages with recommended products, and eBay displays local currencies.
A more recent example of geo-targeting is WordPress itself. The recent 4.8 release includes a new dashboard widget that displays upcoming WordPress events tailored to your geographic location.
Using Google Analytics to Determine Visitor Location
You can use Google Analytics to learn more about your visitors and where they’re from.
Just log in to Google Analytics. Go to Audience > Demographics > Geo > Location.
You’ll see a map of the world color-coded to match your audience demographic and underneath a more detailed breakdown of your audience, including the countries where they are located, sessions, new users, bounce rate, transactions and revenue.
You can use this information to inform how you want to personalize content on your website. For example, based on the geo data in the Google Analytics profile above, you might want to:
- Add German translations to your site
- Put more time into promoting content to Americans (e.g. tailor promotions around U.S. holidays)
- Inform German visitors that you’re collecting their information in compliance with the EU Cookie Law.
- Connect with your visitors by welcoming them in a way appropriate to their location (e.g. Say “G’Day!” to Australian visitors) and even add humor or location-specific references
- Display testimonials of customers from the same location as your visitors
- Let US, Canadian, Australia, UK and Germany visitors know that you deliver to their location
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