Geo-Fencing for the Pay Per Call Beginner: a Few Quick Tips

Mobile Marketing As integrated location-based services are a core part of most mobile devices, it's no surprise that geo-fencing has become such a big deal lately. Dedicated apps like Foursquare feature geo-location as a significant tenet of their mission statement. However, others like Twitter, Google+ and Facebook have gotten in on the act with a vengeance. Basically, geo-fencing is the use of specific geographic boundaries to plan ad campaigns. The following geo-fencing tips will help you to get the most from hyper-local marketing online.

Don't Waste Money on Maybes

As great as geo-fencing can be, the practice isn't infallible. Too many assume that proximity equals probability unequivocally. In other words, you can't just assume that pursuing probable customers within a general area will succeed. It all comes down to who is mostly likely to buy what at a certain time. Pitching a local flower shop on Valentine's is easy. A local auto mechanic shop will find geo-fencing success to be more difficult by using ads randomly.

It's Often About Density

No matter what your pitch, angle or offer, the density of potential customers in any given area will often determine if you're successful or not. You've got to consider that before you launch any campaign. Putting up a Pay Per Call effort for vegetarian food in an area code that's not renowned for liberal politics might be a disaster in the making. The key is to know where your target audience is concentrated and to go after it.

Timing Is Everything

The best way to ensure that a marketing campaign really hits is to ensure that it arrives at the right time. Timing is of course dependent on gut feeling as well as analytics. For instance, buzzing prospective customers at midnight isn't ever a good idea. Calling people at 9 A.M. isn't particularly bright, either. Timing is everything, after all. No matter which angle you choose to pursue in the end, you'll need to match optimal times with offers.

Curtail the Creep Factor

If offers that are based on a particular geo-fence are pushed too heavily, the recipients might rightly assume that they're being followed too closely. In light of the recent NSA revelations, these assumptions and concerns are understandable. Many find such marketing efforts to be somewhat creepy. No matter what the campaign you're pushing, don't breach the creep perimeter. It can hurt the overall effectiveness of any campaign if your target feels they're being stalked in the process.

Analyze Your Data Daily

It's never too early to look at your feedback to see what's what in the analytics department. Geo-fencing is necessarily a specific genre of marketing, whether it's affiliate or otherwise. Especially in the Pay Per Call marketing arena, a little bit of data and analytics feedback can go a long way. You'll need a lot of software tools to make sense of said data in the end. However, the results are well worth it in the ROI department.

Make the Fence Work for You

Limiting your marketing efforts to a certain geographic area comes with its own set of challenges and potential triumphs. If you're going to get that specific, you ought to employ the best tactic for personal marketing, Pay Per Call. The real secret to getting the most from this technique is a full-featured Pay Per Call ad network. Get that critical variable right and you're bound to see endless returns from your efforts.

Mike Williams

Image source: Juan Pablo González via Compfight

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