As a digital marketer, you need to drive growth. So you’re always on the lookout for marketing tactics that are efficient and effective at reaching and converting your target customers.
This post shows you three geofencing marketing tactics that lead directly to growing your customer base and increasing your market share.
The first tactic plays into your omnichannel marketing strategy. It’s the key to keeping your current customers shopping in-store and online. No matter what the market conditions may be, using this tactic, you can stay in front of your customers wherever they prefer to shop.
Retention and Loyalty
Keep customers coming back to your stores and migrate them to your online store
Let’s say you’re the head of digital marketing for SuperCuts. You work in a high-volume, highly competitive market. Your customers are always looking for deals on hair care, and they’re willing to shop elsewhere if you’re not able to meet their needs or price tolerance.
The best way to ensure you keep your customers coming back is to know who visited specific locations. Once you’ve got that list of customers, obtained through geofencing, you can serve this audience ads on social media.
Here’s a look at the national audience of Supercuts visitors around the holiday season in 2019.
Want to encourage additional purchases beyond the hair cut? Encourage your customers to buy hair care products and additional services for their next visit via your online store.
The key geofencing marketing tip here is to look back in time pre-COVID-19 so you can capture the greatest number of visitors to your locations and retarget them in ongoing loyalty campaigns.
Win New Market Share
Grow your business buy geofencing your competitors’ locations
One of the most valuable geofencing marketing tactics you can use is geoconquesting. Imagine you run marketing for a business that needs to build mindshare with an audience you haven’t advertised to before. The most effective audience to target is made up of consumers who already have an affinity for your product or service.
How do you find these audiences? By running geofencing marketing campaigns targeting visitors to your competitor’s locations.
Moe’s, a Tex-Mex quick serve restaurant, was looking to grow. They geofenced Chipotle restaurants and enticed those diners to try a menu item they were well known for. Relying on their agency, Moe’s capitalized on location data to geofence people who they knew enjoyed Tex-Mex and won them over.
You can read the case study, including actual campaign results, here.
Find New High-Intent Audiences
Target visitors to locations where you know your ideal customer goes
Let’s imagine you work at an agency tasked with increasing enrollment at a group of preschools. It’s not possible to geofence preschools because the primary group of visitors are children. It also doesn’t make sense to geofence the schools because those visitors are also already enrolled.
So how do you find parents of preschool aged children who you can target? The first step is to target parents in the areas where the preschools are located. To decide on specific locations to geofence, you need to figure out where newer parents visit. This is where geofencing marketing can get creative. Apparel stores that carry toddler clothes. Toy stores. Shopping centers with anchor stores catering to families. Chuck E. Cheese restaurants.
You get the idea. Now your agency can geofence these locations and capture audiences that are most likely to be receptive to your client’s messaging.
Geofencing marketing has many advantages and applications. Bottom line: Using location data to build audiences and run campaigns is among the most effective tactics you can use as a digital marketer.