In parts one and two of our location-based marketing series, we provided an in-depth look into what geofencing and geotargeting entails and reasons why geofencing needs to be part of your marketing strategy. Now that you understand what this service is all about, we want to discuss how to effectively implement it into your marketing strategy. Geofencing without knowing how to reach your target audience or how big your geofencing radius should be is like purchasing a billboard ad in the middle of a field, miles away from the nearest road. It’s ineffective and a waste of marketing dollars! Allow us to outline four ways to effectively implement geofencing into your marketing strategy:
Know Your Target Demographic
It’s imperative that you know who your target demographic is and what they’re interested in, their behaviors, age group, gender, and other consumer-related details. This will help you as you write your content and create calls-to-action, so your ads are relatable and appealing. For example, an ad written for people who live in a rural area should be different than an ad written for people who live in a big city, even if it’s for the same product! You’ll be able to produce effective ads if you truly know who you’re trying to reach.
Produce Clear, Concise Content
Speaking of content, the language you use should be relatable and appealing as well as clear and concise. Your potential customer should not have to guess what your ad is trying to sell them or what their next step should be. For example, simply pushing an ad that reads “BOGO Sale!” for your shoe company doesn’t imply a sense of urgency or excitement. Spinning off the same great offer, you can change “BOGO Sale!” to “BOGO Free, April Only!” This wording implies a sense of urgency, pushing the viewer to make a choice.
Define Your Radius
Geofencing is used to entice people who are nearby to visit your store; therefore, a defined radius is a must. For example, if your shoe store is in an outdoor shopping mall, you could place a geofence 5+ miles from your store. There are other marketing tools you can use to reach those who are farther away from your store – like a billboard or mailers.
Utilize Other Marketing Tactics
Geofencing changed the game in location-based marketing, but it was never meant to eliminate the use of other marketing tools. If you use geofencing and geotargeting to reach those who are within walking distance or a short drive away from your store, you’ll want to use other marketing tactics to reach those who are at home or work. For example, implementing one or more of the following promotional methods can exponentially increase your reach:
- Traditional Advertising
- Digital Advertising
- Digital PR
- Content Marketing
- Social Media
- Search Engine Marketing
Coupling location-based marketing tools like geofencing and geotargeting with any of the promotional methods listed above can greatly increase the likelihood of reaching your target audience. Investing your marketing dollars in a tool that has proven its value can give you peace of mind and put money back in your pocket.
M&R Marketing Can Implement Geofencing into Your Marketing Strategy
The M&R team sees firsthand how effective geofencing is for companies in all industries. It’s not only for retail shops that sell products like clothes and shoes. It’s also for businesses that want to raise awareness about their services, even services that are in highly niche industries like preventive maintenance!
We are confident that if you implement geofencing into your marketing strategy, you will have a much better chance of your customers choosing your company over your competition. This marketing tool can push efficiency and profitably through the roof, and we’re here to help you accomplish that. Our team would be happy to discuss this marketing service with you and hear what your goals are for location-based marketing! Reach out to our team with questions: 478-621-4491.
Stay tuned for part three of our location-based marketing series:
- Part 1 – Understanding Location-Based Marketing: Geofencing & Geotargeting
- Part 2 – 3 Reasons Why You Need to Utilize Geofencing
- Part 3 – How to Effectively Implement Geofencing into Your Marketing Strategy
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