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If you’re still casting a generic ‘wide net’ to capture as many prospects as possible, you could be spending more money than is necessary. Advanced digital marketing tools and tactics can help your organisation to tailor your approach, learn what is working best and deliver your message straight into the hands of your perfect-fit customer.
One highly effective technique is Geofencing Marketing. Don’t worry it isn’t as complicated as it sounds! With the right tools, and the right strategy, it’s actually a pretty simple, but extremely effective way to reach your customers – both existing and new ones.
Let’s dive right in, to how you can use this particular strategy to promote your brand, track your results, produce a higher ROI, and optimise all of your efforts, to create more effective advertising campaigns.
You may have heard of geocaching, well geofencing marketing is a type of location-based marketing that targets customers where they are, by drawing a virtual boundary around a specific location. Once this boundary has been drawn, it then delivers targeted mobile display ads to people who move in and out of that particular location or region.
For example, if you want to target the west side of London, your geofencing marketing location would be there and people moving in and out of the west of London will be able to pick up your targeted adverts.
Or read on to learn about the benefits and an overview on how to run an effective campaign.
The first thing to do is to draw a digital GPS Boundary around a specific location. Determining the right location is important, so think about your audience first. You can only create your target zone when you create your buyer persona. Who is your audience? Where are they spending the time? Which events do they attend? It is vital that you choose a location where you can guarantee your target audience will spend their time. This way, your budget will be well-placed.
Consider whether to use use traveller targeting, competitive targeting, addressable targeting – which shows ads to people in a specific neighbourhood. Each of these has their own niche within a niche. Competitor targeting, for example, shows ads to people who visit your main competition and so gives you the chance to poach them.
For your strategy to work, you need to develop a strategic message for your advertising content. What is the message you would like to share with your audience? The buyer persona that we mentioned earlier on will matter here. If you can understand the messages that resonate with your audience in those targeted locations, you will be able to give your audience the information they require.
Which message would be the one to help them to take action? This is for you to produce. You can even choose whether you want to display your message as a static display, or a video ad. Again, this will depend on your brand and buyer persona.
With your message to your audience, you need to add a call to action. This will tell your audience what you want them to do. For example, a box that asks people to input the email address for an email newsletter update is a clear indication of what you would like your audience to do with the page they are on.
You can use Geofencing Marketing to drive either online or in person action.
To drive action, you need to have a better understanding of your business goals. When you know what you want for your business, you will be able to prompt your audience to make the right choice.
Ask your audience to click on a link, or make an online purchase, or you can drive in person actions by asking them to visit your business with a coupon code that you have sent them.
Monitoring the results of your campaigns by tracking conversions will help you to understand whether your campaign is successful enough. Tracking online conversions to measure the number of purchases will help you to ascertain whether you are spending your marketing budget in the right places. You can even track off-line conversions by setting up conversion zones by tagging the people who see your advert.
You can create strategic messaging and use conversion tracking to monitor your success.
Ninety-one percent (91%) of adults keep their smartphones within arm’s reach as reported by Forbes. Geofencing marketing taps into mobile marketing by getting your message in front of the right audiences while they are on their phone.
By using precision targeting to reach customers, based on specific criteria, this allows your message to get in front of your ideal audience, without spending money reaching audiences who are not likely to be interested in your ads.
With geofencing, you can track impressions, clicks, and even offline conversions making it easy for you to collect data, see actual results, and gather information to optimise future campaigns. Access detailed analytics to gives your organisation access to a wealth of audience insights. For instance, with Mobile Geofence/GeoFollow, you can track interactions with your digital ads and measure how many prospects convert from those ads. With Addressable Geofence, you can gather individual data on audience members, such as identifying matched households. These details can help you determine how you will craft your future ad campaigns.
With this focused approach, compared to broad location targeting, you only pay to reach a specific group of users and get the most out of your ad spend. Our customers typically see a 100% return on ad spend.
Connect with your local community by using area events to market your (or your client’s) business. Services such as Mobile Geofence or Venue Replay can help you access local audience members whom you may want to reach. For example, if you’re interested in expanding your business to a new location, you can reach audience members in that new area to start promoting your brand and raising awareness of your expansion.
In the non-profit marketing world, it can take up to 18-20 different touchpoints to reach a new donor for the first time. In the for-profit sector, it takes an average of 8-10 touches before prospective customers feel inclined to make a purchase or enquiry.
No matter the industry, geofencing marketing can help increase the number of touchpoints between your organisation and its prospective audience members by supplementing your direct mail marketing with digital outreach. Connect with prospective audience members or customers using highly relevant and timely ads.
Let’s say your business sells customised business card holders. Your local chamber of commerce is hosting a conference for community business leaders to mingle, share updates, and make connections. Who has a greater use for a business card holder than someone who attends business conferences? By using the Mobile Geofence service, you can use digital ads to promote your business card holders to conference attendees, serving them a highly relevant ad that they’re more likely to actually click.
Here are our top tips to help you to design the most effective marketing strategy for Geofencing:
If this is the first time that you are hearing about Geofencing marketing campaigns, you’re not alone. It’s primarily used by brick-and-mortar businesses in the hospitality, healthcare and retail industries. However, this is not limited to those industries, and pretty much any business, large and small, can use these amazing methods of targeting in their current marketing plan.
Have you already assessed your buyer persona? Know where your ideal customer spends their time? It’s time to turn on your geofencing marketing strategies!
Start a campaign by considering which strategy can work for your specific audience and your goals, here are a few examples:
The last and possibly most crucial point to consider, is that you should continually optimise any live campaign to drive better results in future. Here are some things to consider:
Fluid Ads Geofencing Ads functionality is a powerful yet simple part of our Ad platform, allowing you to target customers in a specific physical location or multiple locations. We offer a DIY or fully managed service.
DIY Option – If you want to deploy your own tactics, simply set up an account by signing into the platform, and our self-serve team will be on hand to help you onboard.
Managed Service – Chat with the experts at Fluid Ads to discuss your marketing strategies.