In today’s corporate world, many companies are looking to incorporate new marketing techniques in order to get ahead of their competition.
For that very reason, it’s advantageous to consider marketing solutions such as geofencing.
However, while you may recognize its importance, your company might have a few questions about it.
Maybe you’ve never heard of geofencing and are looking for the best tips from those that have integrated it. Perhaps you know of it, but have just never used it for your business.
Whatever the case might be, here are several tips on how to set up geofencing and get the results you’re looking for.
1. Consider the Circumstance of Your Customers
Geofence marketing campaigns only work when they are installed to reach where the customers are.
Many companies make the mistake of setting up geofencing where, in a perfect world, they’d like them to be rather than where the customers actually are.
For example, you may want to set up a geofencing campaign around the shopping center where your store is. However, it would be more beneficial to build a geofence in the local arena, which holds several events throughout the year.
So… how do you get to that point? It’s all about finding ways to better understand your customers. You can start by studying your current clients and geofencing around what you find.
2. Zone in on Airports
Few locations are better in geofencing for putting your brand in front of new prospects than airports.
While not everyone that goes to them will have a need for your product, airports have such a healthy mix of people that you’ll reach several customers that do.
Not to mention the number of people that depend on their mobile devices for entertainment, business, and social interaction as they wait. That’s perfect for your mobile geofencing endeavors.
There’s no shortage of industries that can benefit from using airports in their geofencing campaigns. Odds are that your company’s industry fits that bill as well.
3. Find the Perfect Balance of Size
Too many companies find themselves on the wrong end of sizing their geofencing techniques. in fact, there are two ways you can size them wrong: too big or too small.
The successful geofencing techniques are with brands that take the time to consider what geofencing will strike a perfect balance of relevancy and size.
You want to make sure it’s big enough to reach qualified prospects, however, sizing the campaign too large will lead to wasting your investment. Especially when you could lower the size and still reach the same amount of qualified customers.
Truth be told, no company finds this balance overnight. It takes several campaigns to refine the perfect size. As long as you’re committed to studying the data results and making adjustments to it, you’ll eventually find it!
4. Optimize Call to Actions
The best geofencing campaigns are the ones that force their prospects to take action. It shows them why they must act on the advertisement they’ve just seen before it’s too late.
Simply put, your geofencing can be on-point as far as location and sizing, but it won’t produce unless your ads provide a call to action.
Remember to place as much of a priority on the content in your ads as you are in where they will be seen and who they will reach.
Geofencing techniques will get you in front of the customer, but the quality of your ads are the ones that will lead to higher conversion rates.
5. Target the Colleges
College students are by far in the demographics that use their mobile devices most often. As such, you’ll want to find geofencing tactics for getting in front of them.
Geofencing a college will also give you access to a new wave of prospects every single year. You can’t get that feature anywhere else on as consistent of a basis.
Not to mention, they’re highly inquisitive and innovative about the products and services that they purchase. Some may invest now, while others will make a mental note of your ad and circle back to it later in life when they do want to invest in it.
Either way, it’s a win-win scenario for you. A blatantly-obvious geofencing location that your company can see conversion rates from for years to come.
6. Be Transparent About Location
The geofencing feature of mobile marketing isn’t a foreign concept to the customers you’re trying to reach. They know why your ad is in front of them: your product or service is close to their area.
Don’t try to hide that, embrace it! Using phrases such as “come visit” or “swing by” will invite the customers to embrace your business’s proximity to them as well.
More importantly, it immediately adds value to your ads. They’re more likely to read the advertisement for a business that’s located where they live.
7. Study Your Competition
The corporate world is a copycat world. So it should come as no surprise that you should have that plan for your geofencing endeavors as well.
You should build geofences wherever your competitors are and make plans to eradicate their efforts. Any time that you see an ad come up for one of your competitors, make a note of it.
This is also a great tactic for landing top-tier talent when your business is looking to hire. Set up ads around their establishments to reach their employees who might be considering a change of scenery.
How to Set up Geofencing: Find Your Formula
As with any other marketing effort, the key to how to set up geofencing correctly is by embracing the fact that it will take time.
Eventually, you’ll have data on your initial geofencing trials to use as a way of refining where and when you build a geofence.
Be sure to read our other articles that pertain to both this topic and others just like it.
