It’s a struggle to captivate an audience when they are most likely to be paying attention. Since digital media spend is growing at rapid pace, many options for digital inbound marketing are now available. However, between display advertising, search engine marketing and social media, marketers get lost and don’t know where to start. So, what should you as a marketer do if you aren’t sure how to reach your target audience at the right moment?
Know Your Audience
The key to all advertising is knowing your audience intimately. Once you’ve pinpointed your audience, try to keep learning. Uncover what their interests are, where they shop, things they don’t like, and what they like to hear.
After piecing this puzzle together, you can find where your target audience spends their free time – a natural place to reach them.
Tips for Using Geo-Fencing to Reach Your Target Audience at the Right Moment
Research has shown you a list of places your audience visits regularly. Along the way, you may have gained a idea of the types of events they would attend.
Geofencing is a targeted form of digital banner advertising. Businesses use this tactic to target specific event venues, festival grounds, competitor locations, or any other particular address that interests their audience. Businesses can set a tight radius around the location, as small as 30 feet.
Your ideal audience will see your highly targeted ads on their mobile devices whenever they fall within the “fence” and are using their phones, on pages and apps where ad space is available. Pretty neat, right?
A well-put-together geo-fencing strategy can reach your users in the Micro Moments that are so crucial to conversion.
1. Choose Your Geography Wisely
The key to a successful geo-fencing campaign is ensuring the location is relevant to both your target audience and your business. Choose a location or event where most attendees fit your researched target audience.
Paradigm recently began a geo-fencing campaign for a financial advisory firm, targeting competitor offices. We centered this campaign around the firm’s recruiting efforts, and targeted Financial Advisors working for competing firms. By targeting only these competitor office buildings, and adding a layer of contextual targeting, we ensured our ads reached only the Financial Advisors our client wanted to speak to.
2. Make Good Use of Time
If you choose to run your geo-fencing campaign surrounding an event or conference, it is important to make sure your ads are showing at the correct time – when your audience is actually there!
When running a geo-fencing campaign during an event, look for event times and dates. Set your campaign to run when the doors open and to end when the event concludes. After all, you don’t want to reach the event staff setting up and taking down the event! It sounds simple, but many businesses often overlook this detail.
Paradigm recently ran a geo-fencing campaign for an all-natural, healthy beverage during its St. Louis product launch. The launch aligned with an event for yoga enthusiasts, put on by a local magazine. Our geo-fencing campaign ran within a 0.5-mile radius of the event venue, beginning when the doors opened and ending with the event itself. Although this was a short, single-day event, we saw a higher-than-average click-through rate on our ads. As such, we continued showing these ads to users after the event.
3. Retarget Your Audience
Wait: You can continue to show ads after the geo-fence? Yep, that’s just another way that geo-fencing gives you more bang for your buck!
Once the geo-fence has ended, it’s important to keep in touch with your newly engaged audience. Build retargeting into your geo-fencing campaign to keep showing follow-up ads once the event has passed.
Studies show that remarketing or retargeting banner ads perform even better than the first ad that a user sees and clicks. According to SitePoint, retargeting ads can raise e-commerce conversions from 8% on the first click to 26% from retargeting efforts.
Geo-fencing can help you round out your digital strategy and reach your audience at the right moment. Ready to give it a try? Paradigm can help you develop a full inbound strategy, including digital marketing efforts like geo-fencing. Give us a call to get started.
