As a growing business in Greater Baton Rouge, it’s important to investigate every marketing resource out there, especially newer ones. One tactic to be aware of is geofencing. This service is still being discovered and utilized by companies big and small. And as time goes on, its popularity only grows. But what exactly is geofencing? And what makes it so appealing to businesses? Trust us at Gatorworks to provide you with everything you need to know about geofencing in Baton Rouge.
A virtual fence is traced around a location during a scheduled time.
A mobile user enters the geo-fenced location during that time frame.
They become part of an audience you can target later.
For up to 30 days later, the user sees your ads.
Wait, What is Geofencing in Digital Marketing?
People are still learning about geofencing every day, but many struggle to understand all the technical jargon. As experts in the field, we feel confident that we can explain it in terms everyone can understand.
The process begins with special software utilizing GPS, or another similar application, to build a “fence.” This fence is a virtual boundary drawn around a specific building or location address. This does not have to be a radius or a square. We can draw any shape we like. This technology is accurate to within a 16-foot variance, or 8 feet on either side of the line.
When a person enters these fences with their smartphone, their phone is pinged, and they are added to an advertising audience. Once in this audience, the user will see your ads across their devices for a total of thirty days. This is pretty useful if you want to spread the word about your company or event.
“I’m Geofencing on Facebook/Google”
We hear this a lot. It’s a common misconception that you can geofence using Facebook or Google, and sales reps are not eager to correct.. Unfortunately, this is more accurately described as “geotargeting” since Facebook and Google adhere to 1-mile radius minimums.
If you’re a retail establishment trying to geofence your ten competitors, you end up covering an entire metro area. It does not just target those who enter those buildings. This can make a massive difference.
Let’s Talk Measureables
One of the benefits of geofencing is that it is a more measurable form of display advertising. Some of the things we’ll be able to report on include:
- Impressions: The number of times your ads were served.
- Clicks: The number of times someone clicked directly on the ad.
- Click-Through Rate: The percentage of time that an impression resulted in a click.
There are lots of other insightful metrics, too, including:
- Foot Traffic Attribution
- View-Through Attribution
- Viewability By Domain/App
- Performance By Geofence
- Performance By Creative Type or Ad Size
We know this is a lot of technical gibberish. So, we’re happy to have a conversation about it! With time, effort, and money put into these campaigns, we want to ensure you understand how we measure their success.
Conversion Zones Measure Foot Traffic Created By Geofencing Ads
Imagine we have a coffee shop that wants to reach out to people who frequent nearby retail shops. We can not only serve ads to those people, but also set up a “Conversion Zone” around the coffee shop. This lets us measure how many people were served ads and then walked into the coffee shop afterward.
This is called an “action” and it is also a measurable we look at when evaluating these campaigns.
How Geofencing in Baton Rouge Can Help Your Company
Geofencing is changing the digital marketing game as we speak. It is similar to billboards in the sense that we are looking for brand recognition among an audience. Where it differs is that it is more targeted toward the specific audience we want to reach. Additionally, it uses behavior to determine an audience and provides a direct click-through to your website that is trackable.
Geofencing is all about location, location, location. Nobody said you have to only fence your location. What’s stopping you from fencing your competitor? Or the supermarket down the street? Just make sure to choose your locations wisely. You don’t want to waste a fence (and the corresponding impressions) on a location that won’t get you leads.
For example, take a phone company like Sprint or Verizon. It would make sense to fence their stores, but it would be smart business to fence their competitors. It’s also smart to fence in locations where people might need phones soon, like a phone repair shop. If someone’s current phone can’t be saved, why not serve them an ad for a new phone they can get instead?
Like we said — the game is changing, and we want you to be a part of it! Contact us at Gatorworks and begin geofencing in Baton Rouge today.
Increase Your Business With Geofencing in Baton Rouge!
As one of our targeted display strategies, geofencing in Baton Rouge is one of our most popular services. If you’re still wondering, “How does geofencing work?”, we can help you reach the right audience and track results for your business. Please contact us online or call 225-924-6109. Our team is here and ready to help with any of your digital marketing needs!