According to a recent survey, 60% of consumers look for local information on their mobile devices. Surprisingly, 40% of them look for the information while on the go.
This probably explains why there has been a whopping 900% increase in Google’s "near me" searches. To markets, presents the need to tap into the local searches market in a bid to attract more customers.
Fortunately, geofencing marketing tools have made it easy for marketers to get their hands on the growing market of local searches. This marketing strategy makes use of location technologies, to send marketing messages to potential customers.
For a better understanding, here's a comprehensive guide on geofencing marketing:
Benefits of Geofencing Marketing
Here are 4 main advantages of geofenced marketing:
Improved customer targeting is one of the most significant advantages of using geofence marketing. This is due to the fact that you can personalize your marketing messages, to reach the people who are within the vicinity of your store.
As a result, your messages appear more relevant, thereby increasing the chances of attracting potential clients.
Also, your messages are delivered in a timely manner, which prompts consumers to engage with your brand. When your customer engagement increases, so, does brand loyalty and advocacy increase.
Geofence marketing allows you to refine your audience. This means that you’ll be marketing to relevant customers who are more likely to shop from you. In turn, you’ll spend fewer resources trying to advertise to people who are less likely to take action.
This allows you to channel your resources to improve your overall business operations.
To a business owner, you need to collect valuable data in order to refine your marketing strategy. You need to know when and for how long customers visit your business.
Geofenced marketing gives you access to this information including the effectiveness of your marketing messages.
You can combine this information with data from analytics tools such as Google Analytics or Semrush. In so doing, you'll gain a deeper insight into how you can improve your marketing strategy.
Many customers express dissatisfaction when a company provides them with information that doesn’t align with their interests.
Having in mind that geofencing gives you access to information on consumers' habits, you can be sure your customers won't be agitated when they receive your message.
This from the simple reason that geofencing gives you relevant information about customers' habits. It'll, therefore, be able to send personalized customers offers that draw more consumers.
Geofencing also gives you an insight into the type of things you need to steer clear of.
Geofencing helps improve your business' rank in the local search results page. This goes a long way into building the credibility of your business as well as attracting more customers.
The overall results are escalated sales and more revenue for your business.
Getting Started With Geofence Marketing
By now, you’ve probably realized that geofenced marketing is a highly effective tactic that you need to deploy within your marketing strategy. For this reason, here are some tips to help you get started on geofenced marketing on Facebook and Google:
1. Create Your Geofence Size
Facebook allows you to select a location you want to target, based on the map of your general locale. Once you choose a location, you can decide to concentrate your marketing efforts for as big as a 5-mile radius.
With Google ad campaigns, you’re restricted to a radius of 1 mile only. Nevertheless, it’s advised that you try and keep your geofence as small as possible to maintain the effectiveness of your ads. This eliminates the likelihood of having competitors within your target location.
Also, a small geofence makes it convenient for customers to visit your store whether they’re driving or walking.
It’s worth noting that you can also select an entire region without limiting yourself to a specific location. This option works best for if run an online store and looking to target a larger market.
2. Research Your Target Audience
Researching your target audience gives you an opportunity to know who your audience, and what they want. With this information, you can create a target area that'll help you achieve the results you want.
Moreover, it helps you create ads that keep the customers engaged and encourage them to shop in your store. So, be sure to use analytics tools to collect the demographics of your customers.
Facebook geofencing allows you to customize the campaigns based on the demographics of your target customers. You can specify the age bracket and the target gender of your audience.
3. Clear Call to Action
It’s not enough to just let customers know you’re nearby; you need to get to visit your location immediately. As such, you’ve got to come up with a clear call to action that incentivizes them to engage with you.
Discounts have proven to work best as a call to action message. It makes the customers feel there’s something for them too, not just for you.
However, your message ads shouldn’t look spammy or self-serving. For instance, let’s say you’re promoting a new product. It’d be better to invite your customers to try out the product rather than telling them to buy it.
4. Respect Privacy
Geofencing push notifications rely on the cellular data and GPS service of the customer's cell phone.
It’s a good idea to let your customers know that you have access to their information. Make it clear to them that they can turn off location services any time they wish to do so.
This creates the impression that you respect their privacy and in turn, customers will trust your brand.
5. Review Your Data Regularly
To guarantee the effectiveness of your geofencing campaigns, you need to routinely examine your data. Besides, how else will you know what’s working and what’s not if you don’t check how your campaigns are faring?
Stay Ahead of the Competition with Geofencing Marketing
Geofencing marketing allows you to create virtual boundaries within a perimeter where your competitor isn’t located. Therefore, customers who step in within your geofence will be prompted to visit your store, sparing you the efforts used in trying to beat competitors.
Creating a geofence marketing plan is pretty easy, right?
But, wouldn't it be better if you get help from geofence marketing experts?
So, feel free to contact us at Trigger Media Digital for all your marketing solutions.