Geofencing is a unique and powerful technique that marketers have at their disposal. Its diversity can be used to advertise your business in an extraordinary way. Once you have a grasp on geofencing it can increase the amount of traffic to your business through ads and alerts sent straight to people's phones. Unfortunately, there are some people who get into bad geofencing habits that can be hard to break. However, we’re here to help change that. Today, we’ve put together a list of 5 habits that you should avoid falling into when running your geofencing campaigns.
1. Market to Everyone
This mistake is an easy one to avoid. With the power of geofencing, you might be tempted to extend your reach to almost everyone you can get your hands on. Just remember that it is likely that not everyone is going to be searching for your business. Remember your target audience and your actual customers when creating your campaign. Keep your ads personalized and have your message and reach be as targeted as you can.
2. Miss Out on New Customers
This may seem painfully obvious, but it is worth saying nonetheless, the strategic location of your geofence is important. Placing them strategically is the absolute best way to make the most of the money you put into the campaign. If you just place some fences around the immediate area of your business, changes are that you will only get people in that area. Conversely, placing fences a bit further out around high-density areas can maximize your reach and bring in new potential customers. Also make sure your fence size is right for the area you are targeting. Having too big, or too small of a fence could cause you to miss out on potential customers.
3. Analyze Only Your Reach and Frequency
Looking over the data you've gained throughout the course of your campaign is without a doubt vital to the constant refining and improvement of your geofencing efforts. However, if you're only looking at specific points of data you won't be learning the most that you could be learning. Through geofencing you can find where your customers shop frequently, where they drive, and many other details to give you ideas on how to market to your customers. So just remember to look not only at your KPIs but every other avenue as well to ensure that you're learning, and therefore improving your efforts to the best of your abilities.
4. Use It for Only One Cause
It’s tempting to utilize geofencing for just one promotion or sale that you’re just happening to run at the moment. Now, as tempting as that is, you’re selling yourself short if this is all that you intend on using geofencing for. If you want to make sure that you’re getting the most bang for your buck, you’ll want to run ads that let people know your business is around. Furthermore, you could also run ads that show off your products or services. This is all to make sure that you’re getting the most out of your geofencing efforts.
5. Don’t Start a Campaign Just Because You Can
Again, this one may seem obvious too, but you would be surprised at the number of businesses start geofencing campaigns only to waste their money because it was of no real value to their customers. Always remember to analyze what type of business you have, what your target customer audience wants, and the goals that your potential campaign would have. If it can benefit you and your customers mutually, then by all means, consider starting a campaign. If not, re-evaluate the idea of starting a campaign.
Hopefully, this will help you avert some easy mistakes that some people can run into. Because geofencing can be a powerful tool at your disposal. When utilized correctly it can help expand your business in unique and fantastic ways.