Geofencing: Digital Marketer’s Guide to Geofencing for Local Search

November 12, 2021

Geofencing is one of the newest targeting methods for digital marketing. While most small businesses who advertise online are familiar with targeting potential customers via demographics, interests, and zip code, geofencing takes things a step further by allowing you to target people based on their current location. Here’s what you need to know about geofencing and how it can support your local marketing efforts.

How Geofencing Works

Geofencing works by using a smartphone’s beacon technology, GPS, radio frequency identifiers, and/or Bluetooth to trigger an ad or push notification when the device enters a virtual boundary, or geofence, drawn around a certain location.

If you own a coffee shop, you might set up a geofence within a mile radius of your location, so people nearby can receive notifications or view ads offering them a discount or promoting a new latte. The idea is that because people are in the area, they’re more likely to stop by and take advantage of what you’re offering. 

Geofencing can be used in a number of different ways, but for marketing purposes, it’s used for:

  • Triggering text messages
  • Showing display advertising when people are browsing the internet within an established geofence boundary
  • Sending push notifications

Benefits of Geofencing

There are a number of reasons to consider using geofencing for local marketing:

Expand Your Advertising Reach

If you’re only using Google Ads or Facebook Ads, you’re missing out on the opportunity to get your message in front of more prospective customers.  For example, a landscaping company or a plumber could target nearby home improvement or hardware stores to get in front of customers who may not be actively searching in Google.  This is an opportunity to introduce your business without the distraction of other competitor ads.

Improved ROI

You can use geofencing to target individuals who are likely to visit your business or use your services. When paired with other types of targeting, you can pinpoint exactly who sees your ads, optimizing your return on investment.

Track In-Person Visits

With other types of ads, you’d typically measure phone calls or contact form submissions.  However, not all of those actions result in people visiting your office or store. Geofencing is unique because you measure actual in-person visits -- the technology uses your office or store as the conversion zone.  As a result, you’ll know exactly how many customers visited after viewing or clicking on your ads.

Examples of Geofencing for Local Businesses

Here are some examples of how local businesses are using geofencing in their digital marketing:

  • Geofencing around restaurants to share current offers and promotions
  • Geofencing around OB/GYN offices to advertise baby products
  • Geofencing around new subdivisions to advertise house painting
  • Geofencing around gyms to advertise personal trainer services
  • Geofencing around playgrounds to advertise preschools
  • Geofencing around hotels to promote tourist attractions

The most effective geofencing campaigns combine location targeting with demographic targeting to create laser-focused advertising that gets results.

Learn More About Geofencing for Local Businesses

Let It Be Local can help you get started with geofencing for your digital marketing. Contact us today to learn how we can help you generate more leads and stay ahead of the competition.

Call 203-979-4013 to learn more.

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