Published on July 3rd, 2019
Do you know that by 2022, more than 270 million people in the United States would be using a smartphone?
Geofencing technology is enabling the marketers to market ads at every one of those users based on their locations. The technology uses GPS location data in order to direct location-specific ads to the targeted audience.
All you need to do is to enter a specific area. And you will be pinged by an ad that’s based on your location, search/purchase history with your Frontier Internet service, and browsing preferences.
Factually speaking, geofencing is not just a new fancy technology to make marketing easy. It is actually a marketer’s dream come true! Driving sales, conversions, engagements, and customer retention has become easier with geofencing.
Let’s Know This Technology Better
A. What Exactly Is Geofencing?
In simple words, Geofencing marketing is location-based marketing. It allows you to connect with various smartphone users in designated geographic areas. Since it is a location-based technology, it relies on several other technologies. Some instances are GPS, Wi-Fi, RFID (radio-frequency identification), and Bluetooth.
B. How Does This Technology Work In Marketing?
Geofencing marketing may seem complex and complicated apparently. But it is quite straight forward. Especially if you are collaborating with a seasoned marketing company with plenty of experience in geofencing marketing. The best part about geofencing has to be that you get to designate when the ads should appear. If you witness more visitors on weekends or in the evenings, for instance, you can set that time frame on mobile sites and apps for your ads to appear.
Take a simple instance to understand how it works. You own a fine-dining eatery that also serves as a catering house and a venue for parties and weddings. You have a few competitors within a couple of blocks of you. Geofencing marketing allows you to simply create a virtual fence around an area that you want. This will make any smartphone user within that fence’s premises to be added in the list of your targeted audience. They will become eligible to get your ads for the next 30 days.
The best thing about a fence is that you can place it not just around your own business, but around your competitor’s too. Adding a nice promotion or a clever discount will give you an edge over your competitor. For instance, you can offer free food sampling. Ads can also be delivered via mobile apps.
Tips On Using Geofencing Technology Effectively
These tips should yield you great benefits for sure.
1. Know Your Audience
This is true for all the marketing strategies, which you will ever incorporate in your business. Successful geofencing needs a deep insight into your customers and audience. You will need to take a keen look at their user data.
Comprehend their demographics, their interests, and their desires. Know your loyal consumers even better to target them effectively with location-specific advertisements.
Fortunately, geofencing data further increases your knowledge of your customers. You can easily leverage it to optimize your future marketing campaigns.
2. Keep It Specific
The said technology allows keeping a specific “fenced area.” Spreading your reach very far is not advisable. Narrow down your reach as much as you can.
A plausible rule of thumb would be targeting a perimeter within a few minutes drive from the stores that you have. It would help more if your store gets a lot of foot traffic.
Keeping a 5-minute walk perimeter would be appropriate. Anyone within that perimeter would essentially get your ad.
3. Make It More Relevant
Relevance is another key to success in marketing. And again, it is true for all the marketing strategies out there. The content has to be engaging and appropriate. It has to be of interest to the people you are targeting.
Your competitors are also working hard. Irrelevant content will make your ad get lost in the never-ending flood of ads. Your users are getting so many ads. Make your content worth catching their attention.
We would emphasize the words, relevance, and engagement when it comes to your ads’ content.
4. Incorporate A CTA
NEVER skip this step! You just can’t afford to. Your ad is going to fail without having a proper call to action incorporated.
You need to make your ad directive, clear, and with a catchy call of action. Your content and CTA have the power to make the users decide instantly whether they want to visit or shop at your store.
5. Testing For Success
Test and test a little more. The success of your geofencing marketing relies on successful testing. Set up different tests to optimize the content of your ads fully.
You can experiment with different copies, layout, colors, offers, and even locations. Take a look at the analytics too. Hone your ad according to the things which worked, and which didn’t.
Also, experiment with different proximities, audiences, CTAs, and placements. For instance, a CTA that goes like, “get the best FiOS internet only package today!” sounds more catchy? Or, “Customize your FiOS internet package as you like it” sounds better!