What is geographic coverage?
Geographic marketing may seem like a high-tech and overly complex alternative to building an online audience, but it’s very simple (and can give you a unique view that Facebook can leave out).
This is how it works. Marketers follow a digital perimeter around the premises of a physical company, such as Starbucks, Chick-fil-A, Gap – they can be anywhere. Walmart parking too. So when someone skips the “fence”, they become part of a friendly audience that you can target with ads wherever you advertise.
It’s important to remember that this is different from geographic targeting, where people send targeted ads based on their current location. These are not messages to people in the store. This is a message to people who were in a particular store and gave them permission to trade (more on this later).
When you’re trying to build an audience, there’s nothing more powerful than knowing who’s already interested in your product or service. And while it’s a great way to keep in touch with your fans online, you’re a completely different part of your potential customers that you miss.
The ones in the real world.
There is a lot of talk about the boom in online shopping. But in 2019, 90% of retail purchases were still made in person in brick-and-mortar stores. And that’s 90% of the $ 6 billion in retail spending, by the way. By ignoring all real buyers, you lose a huge market share.
But of course, no one leaves stores afraid of telling people what’s coming and going. It’s archaic and extravagant. We let technology do it for us. The best way to reach people is to use virtual fence marketing.
To explain why this strategy is so valuable, we spoke with Dan Dillon, Head of Marketing at Reveal Mobile, a company specializing in results-oriented geofencing marketing. This has given us an overview of what geographic marketing is and how you can benefit from it even if you are an online business. And here today we share your insights with you.
How is geo-targeted marketing better than traditional goals?
The biggest difference is the intention. When you reach people who are already interested in visiting a store, you know that your customers are important and eager to buy. They don’t need the same conviction as a cold audience.
You also know that they are interested enough to actually go somewhere, instead of just browsing online. Get back to an audience with big intent.
And if you’re targeting a highly qualified audience, you’re more likely to achieve better ROI and higher conversion rates.
Dan’s company even explored the audience’s performance in places. The location-based audience averaged 7.5% of the ads. In comparison, the average CTR for Facebook ads is about one percent. Improving your success rate by 750% is a definite win.
The other benefit of virtual fence marketing is that some tools allow you to analyze historical data and thus give access to an audience that has visited places in the past. This is especially helpful this year when there are fewer safe ways to shop in stores. Analyzing the 2019 store data will give you a good idea of who is buying and where.
If someone wanted to go to clothing boutiques a year ago, they would probably still like those types of products. The same idea for the holidays. Shoppers visit selected stores on Christmas, Valentine’s Day, Mother’s Day, and around the world, so they can reach a wide audience for any kind of campaign. We will talk about this later in the post.
You are also not limited. For brick-and-mortar stores, it’s a good idea to invite the closest people to visit them regularly. But for anyone with an online presence, the opportunity to see everyone’s shopping habits everywhere is unprecedented. You can also go to your brick stores and then advertise to the public to promote your e-commerce store.
And even if you don’t have information about these audiences, you can see when people return to a store and how often. This means that your instructions are sufficient. And it provides much more information about your habits.
What can you do with your fence list?
After you listen to your position, you can use it like on any other master list. However, you cannot use it on any platform. You can take it with you on Facebook, Instagram, or wherever you place your ads.
And if you have a brick-and-mortar store, geofencing, you can find out who saw your ad and then go back to the store. This type of exact reward is not only very valuable but also helps test which ads are most effective and then use them for a wider audience.
You can also use your geographic destination list and make it a similar audience and target other people who behave the same way as people with your ideal personal shopping habits. This is a great way to expand your audience, especially if the number of in-person purchases is artificially low.
And it helps you not only know whom to turn to but also whom to avoid wasting time and money.
Suppose you are an online household goods retailer. You have a list of people who have been to furniture stores recently. And even if you don’t know if they bought furniture, you know it’s on the market and they may have already bought something. Therefore, you are unlikely to target these people more for the sake of your ad spend.
But with geofencing, you can be creative. You can opt for U-Haul truck seats to create an audience of people on the move who are likely looking for new furniture. Either way, you want to find your best audience, but geographic demarcation will help you get there.
There’s never been a more important time to make sure your ad targeting is accurate than before the holidays. Do you remember the retail spending of $ 6 billion? It is estimated that $ 1 billion of that amount was spent during the holiday season. Holiday spending is increasing every year and should continue.
Here are some tips to help you get the most out of your virtual fence while on vacation.
1.Refine your search parameters: By creating a specific geofence, you ensure that the most qualified buyers see your ads. If you are selling a high-quality sports massager, you don’t want to limit yourself to people who go to a sports store. You want to reach people who regularly visit special running and cycling shops. It makes your ads cheaper and more effective.
2. Focus on other family members: Once you have an idea of your target audience’s buying habits, you can start sending ads not only to them but to other members of your family as well. Make sure you set up your ads in different ways and get conversions.
Back to last year’s buyers: Extend your time parameters to last year’s holidays, instead of just focusing on recent buyers. You can find more people who have bought gifts for their friends and family but haven’t been to the store recently.
The ability to track in-person purchases and online behavior has important implications for marketing success.
And this may be the best next step for your business as you manage the best with the best quality. Hence, you should consider virtual fencing marketing as a possible option when designing your marketing strategy, especially when it comes to the next vacation.