When it comes to location-based marketing (LBM), success isn’t just about drawing a digital fence or placing ads in the right postcode. You need a solid strategy, precision, and constant fine-tuning. Whether you’re new to geofencing or optimising your next campaign, these practical tips will help you get real, measurable results.

1. Target both active and passive audiences

Your active audience is already searching for what you sell, they’re primed and ready. But don’t overlook the passive audience. People who fit your ideal customer profile but aren’t actively looking. Reaching both groups doubles your potential impact. Smart use of LBM lets you reach the right people at the right time, even before they realise they need you.

2. Use hyper-local targeting

Don’t cast the net too wide. Instead, focus your spend on specific areas, like near your store, around competitor locations, or at relevant events. This ensures your ads are seen by people most likely to act. The narrower your focus, the higher your conversion potential.

3. Layer multiple tactics

The best campaigns don’t rely on one channel. Combine tactics like geofencing, digital out-of-home, connected TV, social media geotargeting, and retargeting to surround your audience across touchpoints. Campaigns that use five or more layers tend to see significantly higher click-through and conversion rates.

4. Map out the customer journey

Every click, impression, or visit should lead somewhere meaningful. Make sure your landing page matches the promise of your ad, with clear messaging, fast load times, and simple calls to action. It’s no good spending to drive traffic if your destination page lets them down.

5. Test, optimise, repeat

Data is your best friend. Track what works, from impressions and clicks to store visits, and use that insight to refine your next move. LBM is flexible and measurable, so use that to your advantage. Small tweaks can make a big difference over time.

In short: Location-based marketing works best when it’s layered, local, and laser-focused on the customer experience.

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