That’s like…outdoor sword fighting, right?
Not exactly. Geofencing is an increasingly widespread practice that’s helping bridge the gap between the digital world and the real world, and it’s something your business should consider. Here’s the scoop.
What is Geofencing?
In short, geofencing is the practice of setting up a virtual perimeter for a physical area. It’s all software-driven and it runs on the GPS data your customers’ computing devices are constantly creating. You can set up a geofence around a specific geographic area, like a neighborhood, or you can set one as a radius around a specific point, like three miles in every direction from your building.
Why Would I “Geofence?”
Local search is the future of business. Distance has become a far greater predictor of purchasing behavior than price; nearly three-quarters of all shoppers who search for local information on a smartphone ultimately visit a location within five miles.
Geofencing helps you target customers on a super, super local basis. Let’s say you run a brick-and-mortar toy store. You could set a geofence around the large city playground near by that allowed you to target parents with an ad for your latest sale the moment they leave the playground’s parking lot. Those customers are already highly qualified, and they’re in the area. Great geofencing applications create a win-win for both parties.
Okay, But Should I Geofence?
There are a few really good reasons to use geofencing. Brick-and-mortar businesses, obviously, have the most incentive to invest in real-world location targeting. If you’re an ecommerce business, you probably have less reason to market locally, with some exceptions! If your business depends on walk-by or drive-by traffic, you should seriously consider this technology.
Another good reason to use geofencing is if you don’t have a huge online marketing budget. Because geofencing allows you to so specifically target potential customers, doing it right (which is difficult!) might allow you to get better ROI on your online marketing spend through fewer wasted impressions.
Location-Based Online Marketing
Of course, geofencing isn’t the only way to reach your audience online. Paid search and good old-fashioned SEO are still incredibly useful for creating the kind of content your customers want and serving it up when and where they need it. At the end of the day, if your site is communicating the right messages to search engines, you don’t need to “game” the system to show up in search results.
Synchronicity is invested in your business’ success online. Our digital marketing clients range from brick-and-mortar mom-and-pops to global ecommerce enterprises without a physical location. If you’re online, you need a plan.
Reach out to our talented team of experts today to talk about what’s happening on the web and how you can use it to bring in more customers. The way people find businesses to patronize is changing…is your business keeping up?