Chapter 4: Location Targeting and Geo-Fencing

Using Geo-Fencing to Capture Hyper-Local Leads

Geo-fencing is a more advanced and highly targeted form of location marketing. Essentially, it involves setting up a "virtual fence" around a specific geographic area where you want to target potential leads. When users enter this defined area with their smartphones or mobile devices, your ads are triggered and shown to them.

What Is Geo-Fencing?

Geo-fencing allows you to reach people within a predefined geographic boundary, often a very small, hyper-local area, such as

• Around schools or sports facilities: If there’s a local high school or sports complex where teens and parents are likely to be, you can set up a geo-fence around that area to serve ads to individuals who are physically nearby. This is a highly targeted way to capture leads who may be in need of orthodontic care.
• Competitor Locations: If a competitor’s orthodontic practice is nearby, you can create a geo-fence around their office to serve ads to people who are already searching for or engaging with other orthodontic providers. This helps capture leads who might be exploring alternatives.
• Community Events or Malls: Setting up geo-fences around local events, malls, or community centers, where potential patients (such as parents or teens) are likely to be, can help attract foot traffic to your practice.

Why Geo-Fencing Works for Orthodontists

• Capture Highly Relevant Leads: Geo-fencing allows you to target potential patients who are actively in the area and may be ready to consider orthodontic care. For example, if a parent is attending a sports event at a nearby park, they might receive your ad for braces or Invisalign for their teen, right at the moment when they’re thinking about orthodontic treatment.
• Instant Ad Visibility: Geo-fencing can trigger ads as soon as a user enters your target area. This means your ads can be seen when potential patients are physically in the vicinity, increasing the chance of immediate action.
• Increased Engagement: By targeting people who are close to your practice or competitors, you can increase engagement and encourage immediate visits or calls. This is particularly effective for driving in-person appointments, such as consultations or checkups.

Best Practices for Geo-Fencing

• Define a Small Radius for High-Impact Areas: Focus your geo-fencing on key locations like schools, shopping centers, or specific neighborhoods. For example, if you’re near a high school, geo-fencing can allow you to target parents who may be attending an event at the school and thinking about their child’s orthodontic care.
• Set Up Alerts and Notifications: You can trigger geo-fenced ads when users enter your defined area. Set up push notifications or mobile ads that remind users of your orthodontic services when they are close to your practice.
• Create Time-Sensitive Offers: Geo-fencing allows you to target individuals when they’re nearby, so you can provide timely offers, such as “Call now to schedule a free consultation while you’re in the area!” This creates urgency and can encourage immediate action.