As a business owner, your goal is to attract more prospects so you can nurture them into viable leads and ultimately convert into a sale. Whew, that’s a mouth full! With digital targeting, what is the best solution for attracting more leads? Let’s take a look at 2 technologies, IP Targeting and Geofencing, and see how each can benefit you in your marketing efforts.
Using IP Targeting to Attract More Leads
IP targeting is a great engine for attracting leads, when used correctly. Think of IP Targeting as a digital direct mail campaign. If you can accurately create a mailing list of physical addresses, you can effectively target. The Achilles heel of an IP campaign is the list. If the list is not accurate, it will not matter how great the idea or creative design is. That’s because you would be sending your message to the wrong person.
It doesn’t matter how good the message is if the right person does not see it
When building your list, make sure you use a reputable vendor and a knowledgeable source. Under their direction you can put together a list that could be used for IP Targeting, direct mail, email marketing and possibly cold calling. As an investment, make your list work for you. Once the list is acquired, you’re ready for the next step. Now that we’ve explored IP targeting, let’s take a look at geofencing.
Using Geofencing to Attract More Leads
Geofencing works great when you know your prospects are in a specific geographic region. This may be a radius around your store, attendance at a specific event or even going to a specific retailer. Once you have the area identified, it’s time to create the fence and other assets.
Just as with IP Targeting, it is important to keep in mind ad creation and landing page planning. If these two areas are not properly handled your campaign may not perform as well as it could. As always, safety first!
Ad Creation
The ads for your campaign will need to be created in several different dimensions so that the ad shows correctly. Different devices have different available ad space so you want to make sure that your message looks good and is understood, regardless of size. Often times, your ad will need to have a different layout depending on the size. At Element 502 we specialize in full campaign management and are happy to help. So now the ads are complete, what’s next? When someone clicks on the ad they are then taken to a webpage called the Landing Page. That’s the next part of our planning.
Landing Pages
When your prospect clicks on your ad they will redirect to your landing page. Here is where you talk about your offer, ask for their information (i.e. name, email, phone number). Remember, this page is meant to be the deliverry of whatever your ad is speaking about. Make sure the message and layout are clear, colors and imagery match the ad, and that the layout is responsive to take multiple devices into account.
Which is Best?
Hopefully now you can answer that question. The best answer really depends on your goals, budget and some information about your prospects. Each technology works well and can yield great results. Once you begin to see the power of this kind of direct marketing, you’ll begin to further refine and pinpoint your marketing. Each technology allows you to get your message out.
Have any questions? Feel free to use the comment section below.
