What if geofence marketing isn’t delivering the results you expected? Marketing efforts involving geofencing require a blend of data-driven decisions and experimentation. Up to 75% of customers may take action if geofence marketing is used correctly, which reaches customers within a virtual fence.
However, geofencing marketing is much more than setting up a digital perimeter around your business and sending coupons. Geofencing marketing can be more effective and give you a competitive edge by following specific tips. Check out these seven tips to boost your geofencing marketing:
1. Select a smaller geofence
It’s tempting to cast a wide net when you begin geofence marketing. If you set up a geofence for a city, you might consider covering it entirely, but a smaller area is usually more effective.
Your location should be within five minutes of customers within a geofence. Rather than setting a geofence around your entire city, you will likely achieve better results by setting it around a single shopping center or within a one-mile radius of your establishment.
2. Expand your store’s perimeter
For most businesses, geofencing is set up around a shopping plaza or to capture foot traffic from nearby residents. In some cases, however, a business might need to think beyond a five-minute radius.
Perhaps a ride-sharing company could set up a geofence at an airport or on the street with nightclubs or bars where people may need a ride home late at night. Sporting goods stores might install a fence around stadiums and offer game attendees coupons. Daycares might consider setting up geofences around playgrounds or community centers to provide childcare. It is crucial for businesses to geofence where their ideal customers are.
3. Identify the right audience
Geofencing allows you to send messages to customers, but only with care. Sending messages to a mass audience will quickly become annoying. Focus on specific customers.
You can target female customers aged 18-24 with your message by using demographic information. The second target criteria are called secondary targeting since the first target criteria are based on a person’s physical location. Using specific audiences will avoid ad fatigue, but you’ll also see better response rates. Ads that are targeted are twice as effective as those that are not.
4. Let customers know they are near your business
If you’re in marketing, you understand the value of short, clear messages. If you deploy the fence around your business, you must tell customers they’re near you. If they don’t know they’re steps away from your restaurant or store, a message that says “Stop in today and save 20%” won’t be compelling. You can get 20% off at ABC Retailers today – we’re just a block away.”
5. Review location data
A geofence allows you to collect customer data. Customers can generally be tracked when they enter and leave the fenced area, where they stopped, and how long they spent at each location. Your customers are better understood when you have this information. From where did they come? Does one day of the week seem to attract more customers than another? By knowing this, you can optimize your geofencing efforts.
6. Ads can be retargeted
If retargeting ads are familiar to anyone who has done any online marketing. By retargeting, you can reach customers who click on an ad or visit a particular page on a website. By retargeting, you can reach customers who click on an ad or visit a particular page on a website. A geofenced area is the same. It is possible to create messages or promotions that appear only to people who have been inside a geofence within the last week.
Retargeting ads are so popular because marketers find them so effective. That’s why they’re so popular. Ads that are retargeted have a 10x higher clickthrough rate than other ads.