Geofencing Marketing: Strategies To Capture Your Target Customers

Do you know Consumers who received coupons or notifications from a neighboring retailer increased their visits by 79 percent, and 65 percent of those customers completed a purchase?

Geofencing marketing is the tactic used to engage the mobile users and get them attracted to your brand

Mobile marketers use this technique to promote products and services and through this customers receive personalized content based on their interests and needs.

Through geofencing marketing, marketers can even transform the existing application into a powerful marketing tool which can help in enhancing the user experience and capture the target customer.

I know you might be wondering, “what are those marketing strategies?”

Don’t worry! I am here to help!

Before we go on to understand those strategies, I would like you to watch this video.

This video is going to help you by making you understand how you can earn more leads by geofencing marketing.

Now, let’s move further!

What Is Geofencing?

Geofencing marketing is an option that will help you in building your own brand. This is available to all the small and big businesses.

However, we don’t hear much about it. Let’s try and understand it further.

It basically relies on tracking the data from your smartphones to deliver location-based advertisements. It makes use of your mobile GPS location tracker.

So when a business owner decides to participate in geofencing marketing, they identify a specific boundary that they want to target.

They then deliver their ads to their audience when they come into that particular location.

They build a virtual fence around that particular area using the tracking capability of smartphones. Anytime someone enters this virtual fence, they are going to see company-related ads on their mobile phones.

For example, Pano’s pizza has geofencing. As soon as the lady entered their fence she received a notification saying “flat 35% on classic pizzas” and plus there are only “45 coupons left”.

After reading this message there’s a high chance the lady will go and place an order in their restaurant.

Now let’s move on and discuss this in further detail, and discuss some strategies for

geofencing marketing that will help you guys to also reach and attract customers.

Research Your Target Audience

Geofencing marketing highly depends on your target audience. So you should understand who your target audience is, and what they want.

Geofencing marketing requires a clear understanding of your target demographic.

You may establish a target region that will generate results if you know who your audience is and what they desire. You may also create advertising that will interest customers and persuade them to make a purchase.

Interact with your consumers on social media, for example, to see what they’re saying about your business, services, or goods.

If you are confused about where you will find your target audience, you can check out this blog.

Related: The Importance Of Target Audience And How To Find Them

Mark your Geofence at the Correct parameter

Many companies get too excited after they get to know about the benefits of geofencing and this leads to the creation of oversized geofences.

So, always keep your boundaries small and compact. Create a boundary that is a 15 to 20-minute walk away from your store so that customers can easily visit and grab whatever they want.

For Example, Starbucks is also using geofence and has made its boundary compact.

Starbucks made its boundary within 10 minutes and as soon as a visitor steps into that boundary, they receive a notification of some offers or discounts that they could avail from Starbucks.

For example, as soon as this person Phil entered the fence created by Starbucks, he got a notification which said “ You are near Starbucks and currently your favorite drink, vanilla latte, is on discount of 50%”.

Make Your Ad actionable

Answer me this, which is more actionable: “Buy one entrée and get one free, today only!” or “Buy one entrée and get one free, today only!” “Come in for our supper special!” or “Come in for our lunch special!” Sure, you’re encouraging users with each, but the first call-to-action is far more explicit and to-the-point (CTA)

It’s also important to remember to create advertising that isn’t spam or self-serving. If you’re marketing a new product, instead of telling customers to buy it, encourage them to sample it. You’re naturally moving them through the purchase funnel with this method.

Let me make it more clear to you with the help of an example:

When a customer entered the geofence created by burger king they displayed this ad on their smartphone and they asked them to take a look at their “50 stunner menu”through an action button that is “order now”.

Review Your Data On Regular Basis

Always keep a check on how your promotions are going through geofencing and digital marketing.

Keep a look at your social media platforms, your website, your app, and keep filtering and making new content according to the customer’s needs. You should know how your campaign and promotion are working out for you on all the platforms.

By evaluating your data on a regular basis, you can improve the performance of your geofencing marketing strategy, as well as your other digital marketing initiatives. Otherwise, you’ll have no idea how your campaign is doing.

You can use sites like technavio that can help you know your ROI from geofencing.

Use All The Targeting Techniques

In geofencing marketing, you can even use other targeting techniques like,

A) Contextual Targeting: A targeting option that displays an ad that is related to the page’s content, such as an ad next to a news story about local eateries.

B) Content Targeting: A keyword targeting tool that focuses both the purpose and the terms used in searches. If you have material for the term “restaurants with private dining spaces,” make sure it includes information about your private dining room and possibilities.

C) Retargeting: A marketing method in which people who have viewed a product on your website, such as after visiting your shop, are shown an ad.

D) Day Partying: Ad scheduling is a targeting method that targets consumers at specific times of day. If your target demographic is only active throughout the week, for example, you may limit your marketing to Monday through Friday.

Benefits Of Geofencing Marketing

Geofencing is clearly a strong tool, but internet marketing may be one of the largest winners, since it allows marketers to take their efforts to a new, localized level. Here are some of the advantages of geofencing marketing.

Boost Local Sales

For most firms, local SEO works best for them. If you want to boost your local performance, you should go with geofencing. You may target local clients in a particular geographic region because it is a location-based solution. Sending promotions to clients in your neighborhood via push notifications is one method to achieve this.

You may simply modify promos every day or give limited-time incentives to boost sales from local clients.

Increase Analytics and Tools for Metric Analysis

Local sales are notoriously difficult to track. What would draw a customer to your brand? This might be tough to tie to your online efforts if you don’t have the opportunity to poll every consumer who goes through your door.

Customers who come in with geofencing promotions, can also be measured in a variety of ways, including sales, length of time spent in your store, and frequency of visits.

All of this information might be useful in enhancing the depth of your analytics.

Provide Personalization for Customers

Another benefit of geofencing is that it allows you to collect data in order to personalize customer offers.

It gives you demographics about the local population, including what kind of offers interest them and get them in your store. If you look at purchase history and realize that local customers prefer a certain product, you can alter your promotions accordingly.

Geofencing Marketing Examples

Burger King

The Whopper Detour campaign from Burger King is a great example of geofencing marketing. It’s a good example of geo conquesting, which is a geofence marketing tactic aimed at luring clients away from competitors.

This is how the campaign went. Geofences were set up around McDonald’s stores by Burger King.

Users who entered such geofences received a notice offering a one-cent Whopper burger if they purchased it using Burger King’s freshly revamped app.

The software then sent the consumer instructions from McDonald’s to the closest Burger King, where they could pick up their meal.

In just a few days, the stunt generated over 1 million app downloads and gained Burger King a lot of publicity.

Taco Bell

Taco Bell isn’t surprising to be using geofencing marketing.

After all, Taco Bell was an early adopter of Snapchat and other social platforms, and it uses social media solely for Doritos taco announcements. Taco Bell was the first company to purchase branded map pins within the Waze social mapping software.

Taco Bell has used Geofencing through GPS Maps and used the call to action button like “Info” or “Go there” so that users could easily access and purchase the box of 12 Tacos.

Conclusion

Here, we have discussed the top geofencing marketing strategies along with the benefits and the examples which are going to help you in having a clear understanding.

If you have a local business, then you must go with this strategy because of course, you would want more and more local customers for your business if you have local business.

Geofencing marketing is a marketing strategy that may assist you in developing your own brand. This service is offered to both small and large companies.

To offer location-based adverts, it simply relies on monitoring data from your smartphone. It takes use of the GPS position tracker on your phone.

For more marketing tips and services, you can schedule a free-of-cost 30-Minute Strategy session with our experts. In this call, our experts would discuss your business and provide you with the free strategies that you can use to boost your sales and revenue.

FAQs

1. How much does Geofencing cost?

For mobile and desktop commercials, pricing normally varies from $3.50 to $15 CPM, while for Connected TV campaigns, pricing often ranges from $20 to $50 CPM. The cost per thousand impressions (CPM) varies based on a variety of factors, including the volume of impressions purchased and the targeting methods employed.

2. Do Facebook Ads allow geofencing?

Facebook geo fencing is a Facebook ad feature that allows advertising to be shown exclusively inside a one-mile radius of a specified geographical location. Those who have used Facebook advertisements are aware of how effective well-targeted ads can be. They are aware, however, of the difficulty in capturing the attention of an audience.

3. How do I use geofencing to promote my business?

Google Ads makes it simple to set up geofencing advertising. To do so, choose a campaign and then navigate to the Settings tab for that campaign. You have a variety of geo-targeting choices to select from, including Country, State, Zip Code, Radius, DMA, City, and Metro.

4. What is the accuracy of geofencing?

Geofencing relies on a mix of GPS, cellular data, and WiFi data for accuracy: Geofencing precision can reach 100-200 meters in metropolitan areas with a dense network of cell towers and Wi-Fi networks. Due to GPS imperfections, geofencing may not operate consistently if you reside in a tower.

5. Do you require a geofencing app?

An app – it’s vital to remember that geofences can’t be utilized without an app in 99.9% of usage situations. There are a few tiny exceptions, but if you’re reading this, you’ll almost certainly need an application – whether your own or through a partner – to do this.