Geofencing is an immensely popular and effective tool for use in your Pay Per Call strategy, but simply setting up some lines on a map for your geofence isn't a sure-fire path to success. Accurate and smart geofencing can mean the difference between decent ROI, and a higher ROI that creates revenue and avoids wasteful spending on marketing. We've already discussed the benefits of geofencing and how to use it, but now we're going to look at how you can build a smarter geofence.
Goals Should Dictate Size
Your marketing campaign and business goals should be your first consideration when it comes to drawing lines for your geofencing. After all, it does you no good to advertise deals and market your brand to people you can't provide products and services to. For example, as a plumber in business for yourself, you wouldn't want to advertise your services to people throughout an entire metropolitan area if you cannot adequately provide plumbing services to every corner of the city.
Instead, your goal should be to grow your business from a small neighborhood or suburb within the area. As such, your geofence should be contained within that same neighborhood or suburb.
Keep Population Density in Mind
In the example above, a small plumbing business should be careful not to extend its geofence too far in a densely populated urban area because it risks offering services to more people than it can provide. However, that same plumbing business in a less densely populated metro area or rural setting may want to create a bigger geofence to capture the attention of a larger target audience. In general, your geofence should be large enough to reach a meaningful audience, but small enough to reach only those people able to make a relevant decision about your services.
Make Sure Your Message is Relevant
Of equal importance is the relevance of your message. You don't want to bombard consumers with messages every day of the week or every time they pass through your geofenced region. Consider, again, the small plumbing business. Although burst pipes can be an issue year round, it is much more likely to occur in the winter months when the threat of water freezing and expanding in pipes, resulting in a burst.
It does little good to target people in a specific area with a message about 24-hour emergency repairs in the middle of the summer months. No pipes ever burst without warning because of the summer heat. Whether you're advertising a particular service from your plumbing business or trying to reach new customers with a coupon on plumbing inspections, your messages through geofencing need to be relevant to the consumer based upon time of day, day of week, or geographic location.