If you’re a regular to our blog, you’ve seen us talk about a variety of different digital marketing techniques quite a bit.
But when it comes to a local digital marketing campaign, there’s one advanced technique that stands out among the rest:
It’s one of the best ways to get a high ROI out of your marketing budget.
But when it comes to geofencing, there are multiple options to help you.
Google radius targeting and Facebook radius targeting are two of the most accessible options for marketers who want to use geofencing.
However, unfortunately, they come with their disadvantages.
So stay tuned, and we’re going to discuss Google and Facebook geofencing compared to some other viable platforms. You will also learn about the LiftIntent proximity marketing solution, which allows advertisers or businesses to target specific stores or locations.
A new way to market for local businesses
In the past decade or so, we’ve seen tons of new marketing methods pop up in the digital world.
Many of the things we can do now just weren’t possible even 15 years ago, and more ways to market your business are becoming available every day.
One of these newer forms of marketing is called geofencing.
Geofence advertising — What is it?
Geofencing as a practice isn’t exactly a new technology. It’s been around in various forms for a while.
In essence, geofencing is the practice of using GPS technology to set up boundaries – also known as “fences” – that interact with devices that pass through them.
In the picture above, you’ll see two geofences set up near each other.
Geofencing has a ton of applications in the real world. For instance, have you ever wondered how it’s possible to track exactly where your mail package is during its journey?
That’s geofencing in action.
They’re able to track each delivery vehicle through various geofences set up along the drivers’ routes.
However, in the marketing world, geofencing is a relatively new practice. This is especially true for smaller businesses since it’s becoming more and more accessible.
When it comes to marketing, geofencing brings two huge advantages.
The first is that you can create highly-targeted messages for people traveling through specific areas, much more than you would with other mediums of advertising.
The second is that it enables you to gather even more data and insights on your potential customers, which, in turn, allows you to create even better, specifically targeted messages.
And how exactly can geofencing do this?
Well, instead of tracking something like delivery vehicles, when you put geofencing marketing strategies into place, you’re targeting something that virtually everyone has on them at all times:
Almost every phone has built-in location tracking, and people are becoming increasingly reliant on their phones to help with everyday decisions and tasks.
The average American adult spends about 3 hours on their phone daily.
This leaves a massive opportunity for business owners to get their messages in front of more potential customers than ever.
Is geofencing the same as geotargeting?
Geofencing and geotargeting are in the same ballpark, but there’s a fundamental difference.
When you set up a geotargeted ad, you’re selecting a group of people who live in a particular area and targeting them with an ad. For instance, if you own a pizza parlor in downtown Chicago, you probably don’t want to send ads out to people living in L.A. So you’re likely to geotarget people living in nearby areas instead.
Geofencing, however, isn’t based on where someone lives.
With a geofencing campaign, you set up multiple “fences”, and when someone moves in or out of any of those fences, it triggers a response. One of the most common ways to use this is by sending a push notification when someone moves into your fence.
These boundaries can range from miles wide to small, specific stores and buildings.
How geofencing works
The concept of how geofencing works in simple, but the strategies and techniques can get a little complex.
The first thing to note is that geofencing usually requires permission from the mobile-user before you can utilize it.
Have you ever been asked by an app to use your device’s location? This is one of the reasons why.
When you put up a geofence, you’re putting up an imaginary GPS fence around a location that detects mobile CTV devices when they leave and enter.
Once someone’s devices enter this imaginary perimeter, and you get user authorization, you can then send them your specialized digital advertisement. One of these types of digital ads is called push notifications, which are ads that show up on phone screens as regular notifications.
You’ll then also be able to get valuable insights from their activity. The possibilities are endless.
How to start with geofencing advertising for your business
With geofencing, the sky is the limit. The applications we’ve talked about so far aren’t even the tip of the iceberg.
When you utilize geofencing campaigns for your business, the potential is huge; but first, you’ve got one step to take care of:
You’ve got to find out who can set up the geofences for you, and then actually go and get them set up.
Your options to get started with geofencing
So the first step is to find a geofencing company and have them help you set up the campaign.
There are plenty of companies that provide geofencing services. First, let’s talk about two of the more popular options out there right now:
Google Radius Targeting:
The nice thing about using Google for your geofencing campaign is that if you’re already advertising online, you’ll likely be using Google’s ad platform as part of your marketing strategy.
This makes it easy to integrate geofences into your existing campaigns, but there’s one big problem with Google geofencing services that we’ll get to in a bit below.
Facebook Radius Targeting
Again, Facebook radius targeting is definitely convenient. Facebook allows you to integrate geofencing into your existing Facebook ad campaigns easily, but both Facebook and Google suffer from a similar problem.
The problem with Facebook & Google radius targeting
One of the main benefits of geofencing is that you can set your marketing messages up to target a specific demographic in a particular location.
Unfortunately, with Facebook and Google radius targeting, for geofencing services, you’re limited to radiuses of 10 to 25 miles. The problem with this is you can’t take full advantage of the applications of geofencing if your targeting zone is a mile wide or larger.
Being able to send specific promotions or track customer behavior on a highly-detailed scale is extremely valuable.
Unfortunately, Google and Facebook targeting, as well as some other services, won’t allow you to do that, which can make it much harder to create the highly-targeted messages that geofencing usually allows.
The superior option for your geofencing campaigns — LiftIntent
Luckily, Google and Facebook are far from the only options when it comes to setting up a geofencing campaign.
When choosing a company to set up your geo-fences, you must be able to get the most out of it, so make sure that they’re able to provide a service that meets (and preferably exceeds) your needs.
And it just so happens that we at LiftIntent provide just that kind of service.
With LiftIntent’s geofencing services, we’re able to provide radius targeting down to the block, street, or even a specific store.
This allows you to not only send out hyper-specific messages to select audiences but also to get more highly-detailed insights into customer behavior, which can help you improve your marketing strategy.
Examples of how you can utilize geofencing
Now, it’s time to get to the fun part:
Let’s learn how you can use geofencing once you’ve found the right provider and want to start setting things up.
So let’s get into a few ideas you might be able to use for your own business.
The best defense is a good offense.
That phrase is especially true in marketing, and with geofencing, you can take the “fight” to your competitors.
Geofencing isn’t just a way for you to influence customers near your store. You can set up geofences around competitor stores too.
Let’s say you run a shop that sells sports equipment.
You could set up geofences around all of the other sports equipment stores in the area. When someone walks through any of those fences near the stores, you could target them with an ad offering a deal on a specific item they may be interested in.
(e.g. offering 15% off all golf clubs to someone who has an interest in golf, and happens to be near a competitor’s store)
As you might imagine, sports equipment stores aren’t the only place you could make use of campaigns like these. In fact, most businesses could benefit from taking the fight to their competitors.
Incentivize first-timers to buy
How about giving potential first-time customers a little more of a push to get started?
For this one, you could set up a geofence specifically for your store. When a first-timer walks through your doors, you could send out a push notification that offers them a welcome gift of 20% off their first purchase with you.
The sky’s the limit with LiftIntent.
With geofencing advertising, as well as most other forms of marketing, the sky is the limit when it comes to what you can do with your campaigns.
Radius targeting using Google and Facebook may get the job done for some circumstances, but if you want to take your digital marketing strategy to the next level, you need to be able to target more specific audiences.
When it comes to LiftIntent, your imagination is going to be the only limit for your proximity-based campaigns.
Getting help with proximity marketing for your digital marketing campaign
Although Google and Facebook are both popular platforms for using radius targeting in geofencing campaigns — they’re not the best.
You want to be able to target hyper-specific locations with hyper-specific audiences.
And that’s what we can do here at LiftIntent. We’re able to target your dream audience down to exact addresses using addressable geofencing.
More precise targeting means a higher ROI. Don’t miss out!
Are you ready to target a highly specialized audience for your business’s marketing campaign? Contact us today to take your business to the next level. Request our media kit and review our case studies today.