Creating content and advertisements that are targeted to a specific audience is an important part of your digital marketing strategy. However, after you create this content, you also need to make sure it reaches the correct audience. There are many different factors that marketers consider when targeting ads, but one of the most important factors is location. If you have a local business in Connecticut, traffic coming from California won’t do you much good. For this reason, digital marketers use tactics to make sure your ads are targeted to the correct location.
Geofencing is a virtual perimeter for a real-world geographic area. The process uses global positioning (GPS) or radio frequency identification (RFID) to define a geographic boundary. This strategy is used to target ads, content, and search results to an audience in a specific location in order to drive quality traffic to a site. Geofencing is an important aspect of digital marketing that can improve your web traffic and help grow your business.
How Does it Work?
Consider running a sushi restaurant. Your likelihood of a high ranking overall for the terms “sushi,” “restaurant,” or “sushi restaurant” are low. However, with geofencing, you can ensure that your rankings are high when someone searches these terms when they are close to your restaurant. Therefore, when a potential customer is looking for a meal, they can search for food nearby and discover your restaurant. Geofencing will ensure that potential customers in the vicinity of your restaurant discover it.
Geofencing can be applied to both desktops and mobile devices. However, it is especially useful to improve mobile traffic. When an individual is out of their home and searching for their next destination, perhaps a place to have lunch or the closest dry cleaner, they are likely to use their mobile phone to search. Geofencing is especially useful in this case, as they are likely to be directed to your company and visit immediately.
One benefit to geofencing is the relevancy of ads. When you use geofencing to target your ads, you can be sure that you’re not wasting money on advertising that won’t yield results. If your business is located in central Connecticut and is not conducted online, ad views from Hong Kong will not help grow your business. Instead, you might want everyone in central Connecticut to view your ad, or everyone in New England. Geofencing will ensure that your ads only reach those to whom they are relevant. Not only will this strategy improve quality traffic to your site, but it will save you money, as you won’t waste money on advertising to irrelevant audiences.
If you’re looking to reach a more specific audience than simply everyone in your area, you might consider geotargeting. Geotargeting combines geofencing techniques with other demographics you might be targeting. For example, you might be trying to reach young professional women in a specific city, or retired men living in your state. Geotargeting will combine these demographics with geofencing techniques in order to target a very specific demographic. This strategy will maximize the quality traffic to your site and help grow your business.
ImageWorks, LLC | CT Geofencing and Geotargeting
Geofencing is an extremely effective tactic to reach your target audience, maximize quality traffic to your site, and grow your business. However, not everyone has the expertise to effectively use geofencing. Sometimes it’s best to call in the experts!
ImageWorks, LLC has over 20 years of experience in digital marketing and uses a one-of-a-kind Proprietary Bidding Algorithm to maximize he effectiveness of paid ads in real time. No matter what audience you are trying to reach, we can help you get there!