The traditional method of digital marketing entailed throwing the net wide open, letting only interested individuals respond to your ads. The introduction of geofencing technology has transformed the game completely. By deploying it, one has the opportunity to focus on particular places and deliver an advertisement to those individuals who are likely to turn into highly qualified leads.
With the help of GPS or RFID technologies, one creates a virtual fence around an actual location, and once a smartphone enters the territory, the system delivers a highly personalized and focused ad to the individual holding it. As an experienced digital marketer and a geofencing marketing agency at Trigger Digital, we can affirm that geofencing really works. It is great for boosting traffic and qualifying leads. Below is a guide for creating geofencing for better ad effectiveness.
Choosing the Geofencing Software That Works for You
When it comes to creating a geofence for advertising purposes, it is important to first choose an appropriate software that meets your campaign objectives. If you’re wondering how to set up geofencing, some of the software you can consider using includes Simpli.fi and GroundTruth.
Nevertheless, there is no reason to limit yourself to popular tools. What matters the most is the software that works for you depending on your budget and the size of your target audience. Besides, it is worth checking out the user interface of each program before settling for one to use. Finally, make sure it conforms to local data privacy laws.
Defining the Geofencing Area
Once you pick out the appropriate software, you need to define the geographical area covered by it. Defining the wrong boundaries will definitely dilute the message you want to convey, not to mention the wasted budget spent on advertisements. However, making the geographical boundaries too tight will also mean limiting your reach. While doing so, remember that you are dealing with customers walking around or even driving.
If you’re wondering how to geofence, one can set a geofence, for example, around a competitor’s physical store or the place where a certain event takes place. Also, don’t forget that there could be obstacles between customers and your store like bridges and roads, among others.
Integrating the Geofence with Advertising Platforms
With the geofence drawn, it is important to connect it to different advertising platforms, including Google Ads and popular social media websites. This seamless connection allows you to launch geofence marketing campaigns targeted to users who step inside the geofenced area. In fact, once the connection is made, rest assured that your advertisements will appear in the smartphones of users who step inside the geofenced area. At Trigger Digital, we ensure proper data integration, limiting any tracking problems.
Creating the Ad Content
At last, it’s time to create an ad copy. The entire process will fail miserably if the ad fails to resonate well with users. This implies either pointing out their current location or providing some incentive that compels them to pay you a visit.
For instance, when a user walks near your retail store, you can push a notification offering them a ten percent discount during the next hour. Pointing out the name of the neighborhood visited or the event taking place can be helpful in reaching your goal. If you need inspiration, there are plenty of geofencing marketing examples available that showcase creative approaches. We love coming up with location-specific copy whenever the click-through rate is high.
Maximizing Ad Effectiveness Using Geofencing
Geofencing is truly the future of digital marketing. Knowing where your customers are and sending them tailored messages is the key to success. Despite being somewhat technical and requiring some planning, this process certainly yields great results. Over the years of experience with running geo-based ad campaigns, we have mastered this process to perfection. Feel free to contact us today to learn more about geofencing!