If you have a local business, GEO targeting is going to enable you to really connect with your customers. You can make your content very location-specific for all of them. As a person who has a local business, you should be able to represent the needs and wants of local people successfully anyway. Through GEO targeting, it should be that much easier for you to be able to reach them at the best of times anyway.
Targeting people with different content by taking into account their geographical differences can produce better results compared with targeting everyone with the exact same content. The beauty of GEO targeting is that whether you have a local or international company, GEO targeting can help.