Why Dental Marketing Needs Geo-Targeting



Smartphones have changed the way we interact with the entire world. From contacting friends, to taking photos to listening to music, we have gone through a cultural revolution in the past ten years. This has impacted every industry, big and small. One of the most important things to emerge from our use of smartphones is the advances in GPS technology. GPS is what powers apps such as Google Maps, Uber and food delivery services. It also allows users to share their location information with different companies in an attempt to get a better service or benefit from deals and packages.

While data sharing has been something of a controversial topic since the emergence of smartphones, it is also something which customers are aware can benefit them. A global survey by Microsoft showed that 99% of consumers will share their personal information for rewards if they are asked for their permission to do so. Such results clearly indicate that consumers are interested in deriving the best value from their online search history, utilized by their location.

As a dental practice, you are always looking for ways to attract new clients. When planning your marketing campaign, the people that you aim to target will be those within your immediate vicinity. These are the people who either live or work near your dental practice, as they are the ones who are most likely book an appointment or take up a promotion you are offering.

What is Geo-Targeting?

Geo-targeting is marketing to a specific set of people within a geographic location. It allows you to narrow down your potential customer base to a series of demographics. As a dental practice, you most likely have a good idea as to the profile of your average customer. For your dental marketing campaign, you might want to attract more customers of this demographic as you feel that you perform strongly among such clients. Alternatively, you may feel that you are failing to reach a certain type of new customer. Either way, geo-targeting allows you to identify these customers and advertise directly to them.

Include a Range of Areas and a Range of Interests

Geo-targeting works by identifying people on where they live, work or travel frequently too. Internet activity allows you to discover the travelling frequency of people within your chosen area. You can dictate your area based on postal codes or physical addresses. For example, you might be a dental practice in the city of Toronto, and want to target everyone in the Greater Toronto Area. This can be a massive amount of people you could potentially target with an advertisement on Facebook. To perhaps get a more accurate definition of the people you should be targeting, you can provide a breakdown of people based on a range of different categories.

Exclude Areas or Interests

Perhaps you are part of a wider chain of dental practice, and you don’t want to encroach on potential customers for a sister business. Or perhaps you feel that your dental marketing campaign should be solely about people living or working within a distinct boundary. Thanks to Facebook, you can identify areas that you wish to exclude. It might also be the case that you are advertising a product that is tailored for people of a certain age group, such as dentures. You might not want to spend your marketing budget catching the attention of people who would not be availing of your services. Thanks to geo-targeting, you can accurately define your audience.

Media Officials has a team of expert digital marketers who can manage a successful digital marketing campaign on behalf of your dental practice. We have access to a unique list of demographics breakdowns, such as household income, buying habits and personal interests. Utilizing this data, we can run a dental marketing campaign that will guarantee new clients for your practice.

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