Geofencing Marketing For Leads

As advertisers review their marketing options, they notice that these options are either too saturated or require continued innovation to build the ideal conversion funnel for their business. Many companies now use Google AdWords, so there’s not much innovation that can occur there. Advertisers seek the ideal marketing solution to drive business growth. And there are a few out there, but they’re difficult to find. As digital marketers and local businesses work to find unique solutions that can give them a brief or sustained marketing edge, programmatic platforms have developed more targeted means to enable advertisers to reach audiences that are most likely to convert. That is where geofencing marketing comes in.

It was mainly the larger brands and companies that could afford the required monthly spend levels of $20,000 or more. Until recently, those spending levels were still required by many demand-side platforms (DSP’s), but now local companies and brands can utilize geofencing and programmatic display advertising at $1,000 minimums by working directly with a few digital agencies, including Mohr Marketing.

The sheer fact that companies can now market to people in precise areas (within inches of a building) and target users on their mobile devices gives advertisers more marketing reach, more focus with their ad spend, and precise ways to measure their results.

SERVE ADS AFTER THEY LEAVE LOCATION

With geofencing, you can serve ads to people long after they leave the geofenced location. Our pinpoint geofencing platforms allow you to serve ads for up to 30 days after that person leaves the geofenced location.

Consider how much more efficient you can get when you are targeting specific buildings and areas versus a 1-mile or 2-mile radius of the location you want to target. With geofencing, you can build individual virtual fences around specific locations where you know your ideal clients frequently visit.

Consider a personal injury lawyer who wants to reach accident victims. Targeting hospitals and ER centers might be your ideal place to showcase your ads to build awareness and direct response for your personal injury law practice.

Stronger Engagement Possibilities

When you’re advertising to an audience, three key factors should matter to your brand:

• Who’s the audience you’re targeting?
• What’s the message you’re using with your targeting?
• Is the place you’re sending that audience compelling enough for them to take action?

The upside to geofencing is you are truly getting your message in front of the audience that matters the most to your brand based on their physical activities and the places they go.

Maybe it’s a car shopper who is in the market looking for a car. They metaphorically raised their hand to you when they visited a car dealership, and typically those people who express strong intent are also likely to produce stronger engagement.

Our agency works with several attorneys. We geofence other competitor locations and places where we know potential leads visit. That campaign is probably one of our strongest campaigns engagement-wise because of the passionate audience and how granularly we got with the campaign. Geofencing does produce higher engagement if you focus on your targeted audience.

Advertisers Can Serve Ads Through 1,000,000’s Apps & Websites

With geofencing, your target audience will typically be using a mobile app on their devices or tablets. Or they will be on some website with advertising space. Our agency has access to over 600,000 Apps, so if you think about Angry Birds, Words with Friends, Weather Channel and other apps are places your ads will show up on.

Compared to other platforms in which you only receive push notifications when you walk nearby a beacon, geofencing allows for more reach and targeting.

Advertisers Can Target Users While They’re At The Geofenced Location

With geofencing, you can target users while they are there at the target location. They can be on their smartphone device or tablet/laptop playing on apps or browsing websites and then potentially see your ads. So, you are able to target them while they are there.

Advertisers CanTarget Users After They Leave The Geofenced Location

With geofencing, you can also serve ads to them after they leave the geofence. Our platform places a cap of 30 days that the person can see your ads, but once they click on your ad and they visit your website, that individual can be retargeted to for longer periods of time (up to 1 year in some cases).

You Get More Reach & Efficiencies In Advertising Spend

We like to say that with geofencing, can you get at least 97% more reach in your budget than simple targeting methods like zip code targeting. Even if you decided to target a 1-mile radius of your location compared to 10 buildings you could geofence, you will achieve at least 99% more reach in your ad spend.

Get Analytics In Real Time

Compared to other offline advertising channels, geofencing provides you with analytics in real-time. You will start getting data the same day the campaign is launched. Having the data will allow you to make decisions in real-time and pivot based on what is and is not working within your advertising.

Only Need Location Services Turned On To Capture Your Audience

In our experience, go% of people typically have their location services turned on in their mobile devices. If you think about Google Maps, you need location services turned on for that app alone to work. So, most people have it turned on. Which means geofencing marketing gives you a greater chance of reaching those people who walked inside of the geofence compared to other forms of marketing and advertising.

Understanding Your Target Audience & Their Behaviors

A great example is in the legal marketing for a personal injury attorney. Anyone can be a client for a personal injury attorney, but where do the majority of accident victims go after an accident? Typically, they visit hospitals, emergency room facilities, car repair centers, and auto dealerships.

Ask yourself the question, where does my core audience physically go most of the time, and that will guide you to determining the best locations to geofence.

Picking Locations Based on those Behaviors

Here’s the easy part: Pick some locations to geofence based on the research you and your team have done. We like to use the rule of thumb to pick 10 – 20 locations for every $1,000 you spend in media. Some of these locations may include the following:

• Your Competitor Locations
• Nearby Locations
• Places Where your Core Audience Frequents

Geofencing For Attorneys

Let’s say you’re a personal injury lawyer, and you know that accident victims are your clientele. Where do accident victims go? Typically they’re going to a hospital, an ER center, a car dealership, a car repair location, or a towing location after they’ve been in an accident. Attorneys can win with geofencing by thinking about where their potential clients end up after an accident or a particular event in their life.

We see many attorneys utilizing geofencing effectively over other offline advertising channels because those other channels target too many people who may not be in the market for their legal services.

Also, some online advertising channels can be too expensive. An example is Google Adwords, which can be far too expensive (we have seen costs of $900 per click) for some personal injury attorneys. For attorneys, the cost per click can range from $5 to $10 per click, depending on the effectiveness of your ad copy and the locations you’re geofencing.

Geofencing For Medical Practices

We see medical systems, dentists, plastic surgeons, and orthodontists mainly geofencing their competitors as you know those are places where your intent based clientele are likely to be in the market needing their medical services. Most will typically geofence their competitor locations, but some will geofence places that their patients frequent right before they need their medical services. Great example is an orthopedic hospital that chooses to geofence sporting facilities where people get into sports related injuries.

The key for medical practices is again, think through the places your potential patients will be right when or after they need your services.

The overarching point of geofencing is to give you the chance to micro-target your core demographic and reduce the waste in your ad spend.

We do not suggest throwing out your existing marketing strategies, such as Google Adwords, SEO, or email marketing. Consider this as a supplement that will provide you with more exposure in targeted areas and a proper way to measure results.

To learn more about Mohr Marketing and its geofencing advertising services, visit Mohr Marketing.

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Susan Mohr
Mohr Marketing, LLC
CEO and Founder

Summary

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How To Use Geofencing Advertising to Grow Your Practice

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Susan Mohr

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Mohr Marketing LLC

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