Geofencing and How it Works
A software feature that utilizes GPS or radio frequency identification (RFID) can create virtual geographic boundaries. Geofence technology offers a wide variety of practical uses today that include keeping an eye on your teen driver, managing drones and their airspace, law enforcement, public safety, and more.
However, dental professionals are quickly learning that geofence marketing is an advanced and affordable method of patient targeting that points you to your potential patient – and them to you.
How Geofencing Works
In brief, geofencing is a hyper-local, location-based, digital marketing tool that allows you to get in front of potential patients based on where they visit. Imagine an invisible fence placed around a strategic location. When a mobile device triggers the geofence perimeter, that target customer will see your ad pop up on their web searches for 30 days.
The technology can be customized depending on your goals, and the data can be leveraged to reach more people without any conscious action on their part. Your success with geofence marketing relies on the following factors:
Target Audience
Identify which patients you’re looking to acquire – by age, gender, and economic status – and “build” your fence accordingly. For example, pediatric dentists and orthodontists can target malls or youth recreation parks. General dentists can target new residents, retirement communities, or even their competitors’ offices. Cosmetic dentistry clients may be found at spas, salons, and the gym. The possibilities are only limited by your imagination.
Time and Location
Choose the best location and size of the perimeter. Patients don’t typically drive out of town for a dentist, so local is more effective. Don’t spread the net too wide and end up paying for leads that aren’t relevant. And find the ideal intersection of your prospective patient’s time and location by choosing the best time of day so no one sleeps on your ads.
Call to Action
Once you’ve captured your audience, ensure their attention with bold, welcoming ads they’re bound to remember. Include the all-important call to action – “Learn More” or “Call Today” – that will lead them to your website. Be sure your website presents the right impression with easy-to-find contact info, a list of services, and strong SEO content.
Review the Data
It’s critical to continuously check the results from ad placement and the geofence locations used to see what’s working and what’s not. That’s why marketing firms like RAMP provide regular reports to evaluate and make adjustments as needed.
Geofence marketing can cost as little as a penny per ad and is an effective strategy that produces more qualified leads than other marketing tools. With today’s trends of streaming and social media, it can be more difficult to get your ad in front of prospective patients. Geofencing takes you where they are, right in the palm of their hand.
RAMP Results is the leader in dental marketing. Ask how you can get started with geofencing and other digital marketing methods today.
