How to Use Geofencing to Focus Your Marketing Strategy

How to Use Geofencing to Focus Your Marketing Strategy

270 million Americans will use a smartphone by 2022.

And geofencing technology will enable marketers to target ads at every single one of them, based on their location.

GPS location data is used to direct ads specific to where a set audience is situated. Enter a particular area and you’ll be pinged an ad based on your historic searches, preferences, and purchases.

It’s a marketer’s dream come true. Geofencing drives sales, customer retention, conversions, and engagement. But you need to know how to use it properly first. Want to know how?

Keep reading for 5 tips on using geofencing technology in your marketing.

1. Know Your Audience

Like any marketing, successful geofencing requires deep insight into your audience.

Take a look at their data. Understand their demographics, desires, and interests. Know your local customers to effectively target them with location-specific ads.

Nicely, geofencing data will further your knowledge of your customers. Leverage that to optimize future campaigns.

2. Keep it Super Specific

Geofencing requires you to keep the ‘fenced area’ specific.

Don’t spread your reach too far. You want to narrow it down as much as possible. A good rule of thumb is to target a perimeter within a 5-minute drive from your store. Does your store get foot traffic only? Then a 5-minute walk is more appropriate.

As soon as someone is 5 minutes away, they’ll get your ad.

Need help? Geofencing marketing company providers can tell you more about it.

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3. Make it Relevant

Relevant is another key to marketing success all around.

Your content must be appropriate and of interest to the people being targeted. For example, a local coffee shop might advertise discounted coffee to commuters on their way to work in the morning.

Irrelevant content will get lost in the tidal wave of ads getting delivered to users every day.

4. Include a CTA

You can’t afford to skip the call to action.

Your ad is far more likely to fail without one. Make it clear, directive, and have it spark instant action. Remember, they’re close to where you are. You want/need them to decide instantaneously that your store/shop/service is worthy of a visit.

5. Test to Success

Finally, test, test, and test some more.

Geofencing success relies upon it. Set up A/B tests to fully optimize your ad content. Experiment with different colors, copy, offers, and locations.

Look at your analytics too. Hone in on what worked and what didn’t. Use it to elicit further testing opportunities. You could experiment with different audiences, proximities, placement, calls to action, and so on.

Time to Leverage Geofencing Technology

There you have it: 5 geofencing technology tips to focus your marketing strategy.

The vast number of people using smartphones creates increasing opportunities for effective marketing. Geofencing is one good example. It’s hard to overstate its value.

With it, marketers can shoot specific ads to an audience based on their actual location at that moment. That’s huge news for local businesses, or anyone selling a product/service that’s location-specific!

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Hopefully, the tips above will help you successfully incorporate this tech into your marketing.

Like this piece? Take a look at our other marketing pieces to perfect your strategy this year.

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