Geofencing 101: What is Geofencing Marketing?

Over four billion people and counting are considered active Internet users. Somewhere in there are your prospective customers making up this statistic. So, how do you get your message in front of them? You should consider geofencing marketing.

Standard digital advertising is effective, but you can likely recall instances of being served an ad that wasn’t relevant to you. For those looking to locate a specific audience in everyday locations, geofencing marketing is a great tool.

Have you considered geofencing for your advertising campaign, but are unsure where to begin? Keep reading to learn more about how this could help your business grow its client base.

Capturing Your Audience

Traditional advertising forms such as television, radio, and newspaper work, but are no longer the most efficient methods.

Sure, you could advertise your restaurant’s new menu on the Food Network, but what if you could pinpoint consumers who shop at certain grocery stores or eat at competing establishments?

With geofencing marketing, you determine where you want your digital advertisements to be served. This ensures every dollar you spend goes towards capturing a more targeted audience. This is more reassuring than hoping someone is watching television at the right time or sees your ad on the back of a newspaper.

Do your homework and research where your clients and prospective customers are spending time in public on their smartphone. This could be stores, common areas, or even the waiting room of a doctor’s office.

Targeting Locations

Once you gather a list of relevant locations, you can create a geofencing marketing campaign and target your audience.

This works by setting up specific times you want your ad to be picked up by visitors of that location. In order for someone to be served your ad, a few simple things must take place.

A person must use their smartphone in some capacity that requires a WiFi or satellite connection. Additionally, they must have their location services turned on.

When a person is pinged, they can be served the digital advertisement for up to 30 days. This can also extend to desktop. Anyone logged on to smartphone applications such as social media or email will also be served the ad if logged into the same accounts on a desktop computer.

How Will I Really Know It Works?

Geofencing advertising is a modern advancement in the digital world. It almost may sound too good to be true, but it’s very well possible to track progress to ensure its effectiveness.

In addition to regular campaign metrics and reporting, such as impressions and click-through rate, geotargeting allows users to set up a conversion zone. This is your company’s address.

This will monitor when someone visits one of your designated geofencing locations, is served your ad, then visits your business.

Many vendors with geofencing marketing capability for top media companies offer this. If you’re in need of a provider, view here for a list of different options.

Understanding Geofencing Marketing

As with any form of advertising, patience is required. Geofencing is a great step toward building your list of clients, but it doesn’t happen overnight.

Fortunately, you can always adjust your geofencing marketing approach by changing locations as needed and studying trends in your reporting analytics to determine which places work better than others.

Are you looking for informative, free resources for building your small business? Stay tuned to our Digital Firestorm blog!