Target Local Customers Quickly and Efficiently

Digital advertising is a great way to get in front of customers who are searching for your products and services online, as well as get brand awareness for people who may not know about your business. But where do you even start? Here’s how you can pair two strategies to target local customers quickly and efficiently.

Search Advertising:

Search ads
appear at the top of search results when people look for products and services. These ads make sure that your customers notice your brand, consider your offerings and take action.

Location-Based Mobile Marketing:

LBM also referred to as Geofencing technology, lets you define a specific, geographic area for displaying your ads on mobile applications. This technology allows you to target people (via apps on their smartphones) because they are within or have visited a defined area.

Why Are These a Winning Combination?

They satisfy two specific elements of digital marketing:

  1. They are hyperlocal advertising solutions, allowing local businesses to deliver highly targeted ads to consumers in an area, and
  2. They take advantage of a mobile-driven marketplace. Mobile device usage continues to soar and consumers are spending over 4 hours a day checking their mobile devices.

How Do They Work Together?

Understanding where these two solutions fit within the path to purchase journey helps demonstrate why Geofence and Search advertising complement each other and make such a great pair.

 

Path to Purchase Funnel

 

  1. Awareness

Having a good branding strategy is an essential part of any marketing mix. The benefits of strong brand awareness (familiarity, credibility and memory) can support and enhance other marketing efforts and drive stronger conversions from potential prospects further down the buying funnel.

Location-Based Mobile Marketing offers both a targeted and cost-effective strategy to drive awareness for your local business. It gives you options to tailor where, when and how your ads display. You have a pool of over 300,000 apps for ads to appear on, low impression costs and the opportunity to customise where fences are set up and how long ads can display for. It’s a compelling and effective way to get your business out there!

  1. Consideration

This is where we can start to see an overlap with Search and Geofence. As consumers move out of the awareness phase and into the research/consideration phase, their online and offline behaviours change. Online they use search engines to research for the product/service they are after and where these can be purchased. Offline they may visit competitors or other relevant businesses to help better understand what they are looking for and what is available in the market.

By using Search Advertising and Geofencing we’re able to recognise potential buying signals (based on keyword searches and location-specific engagement on mobiles). This gives businesses every opportunity to deliver ads to targeted prospects as they evaluate the options and find businesses in their area.

  1. Conversion

When it comes to conversions, it’s all about being in the right place the right time. Search advertising is a highly effective conversion tool, ready to deliver immediate contacts and leads to businesses. Geofence can support that effort by increasing visibility to prospects in the market, improving brand recognition and awareness, and as a result enhancing the conversion result of a search campaign because we’re all more likely to contact a business we’re familiar with.

Measuring Success

As we know being able to understand conversions and measure ROI is a huge part any marketing strategy. Our easy-to-use technology helps you track how your campaigns are performing through call recordings, monitoring emails and form submissions. On top of that, you can measure and report on the offline (walk-in) conversions through your Geofence campaign. Get in touch with us today to find out how you can start using Search Advertising and Geofence together!

Geofence On Demand Webinar

Nishtha Handa

Nishtha is the Content Marketing Manager at ReachLocal. She has experience in digital marketing, social media management, and content creation for small and medium businesses. She specialises in guiding businesses to improve their social media and digital marketing. When she's not writing about online marketing or researching the latest digital tips and trends, she's planning her next holiday destination, baking a cake or binge watching Netflix.

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