Imagine yourself visiting a shopping mall, and you receive a coupon on your mobile phone for say H&M. You look up to see an H&M store to use the coupon. Isn’t it something that encourages you to visit the outlet?
This is one of the simplest examples of geofencing marketing, which is a key marketing trend right now. However, the important question is…
What Exactly is Geofencing Marketing?
Often known as location-based marketing, geofencing marketing lets you advertise your products or services to consumers within a specified geographic location. It uses technologies like GPS and radio frequency identifiers to specify a perimeter and create a virtual barrier called “geofence”. When consumers enter this geofence, they receive location-based advertisements. Interesting; isn’t it?
Why do You Need Geofencing Marketing?
Since 92% of U.S. smartphones are capable of responding to geofencing, businesses need to take location-based marketing seriously. It is an effective way to reach and connect with your potential customers through mobile at scale. Not surprisingly, you can send location-aware notifications that are 10x more effective than standard push notifications.
What makes geofencing special is the fact that it’s personalized and targeted. It reaches the user timely. For instance, you can…
- Drive visitors to specific locations by adding geofences in points of interest, such as shopping malls, airports, etc.
- Send engaging notifications that convince them to visit your store.
- Survey customers and get their feedback when they leave your geofence.
- Add geofences to your competitors’ locations to influence consumer behaviors.
- Retarget shoppers who have already engaged with your campaigns.
How to Integrate it into Your Marketing Strategy?
Geofencing marketing is ideal for businesses hoping to drive traffic to their digital or physical stores. However, itis a bit more expensive than normal marketing or advertising. That said, if you’re still ready to try geofencing marketing, here are some tips to integrate it into your marketing strategy.
- Know Your Target Audience
First thing first, understanding your target audience is the first step towards solid geofencing marketing. Identify their genders, ages, and interests to improve the accuracy of your ads. Make sure you know what are they looking for and how to meet their needs.
- Determine the Right Size for Your Geofence
Creating a large geofence is often more expensive than a small one. So, bigger may not be better for your business. We recommend you create several small perimeters. These perimeters should be around a five-minute walking distance from your store.
- Launch Actionable Ads
Don’t just talk about your products or services. Also, highlight in-store promotions, coupons, or offers. Give your customers rewards in exchange for responding to your geofence ads. The idea is to create actionable ads that give them a reason to visit your store. For instance, send them a personalized notification, which mentions the customer’s name and includes a promo about their favorite product.
- Track the Success of Your Geofence Ads
Launching geofence ads isn’t the end of your quest; you also need to track relevant KPIs and metrics, such as ad impressions, click-through rate, cost per impression, and conversion zone visits. This approach will help you determine whether your geofence marketing campaigns are performing well.
Geofencing marketing is the way to go if you want to bring more customers to your store, website, or social media channels. As long as you take the right steps, you can create your own geofencing marketing campaigns that are highly targeted and personalized. Rest is, tracking your results, using compelling CTAs, and knowing your target audience for maximum effectiveness.
Happy geofencing marketing!
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