In today’s digital age, marketing strategies have evolved significantly. For businesses, especially dental offices, reaching the right audience with the right message is crucial for success. One such marketing technique that has gained popularity in recent years is geotargeting SMS marketing. While it may seem like an effective way to reach a local audience, it comes with its own set of limitations. In this blog post, we’ll explore the drawbacks of geotargeting SMS marketing and propose a more effective strategy that involves retargeting traffic of competitors’ websites with Google display ads and targeting competitors’ traffic with Facebook ads.
The Cost-Viewership Conundrum
Geotargeting SMS marketing, while effective in theory, often fails to deliver the desired results for businesses like dental offices. One of the major drawbacks is the cost associated with this technology. Setting up and executing SMS marketing campaigns can be quite expensive, especially when compared to the quantity of views or responses it generates.
The limited reach of SMS marketing means that only a fraction of the audience within the targeted geographic area will receive your message. In many cases, these messages may go unnoticed or get lost among a sea of other notifications. This lack of quantity of views can be a significant hindrance when you consider the high cost per SMS message sent.
The Effectiveness of Retargeting with Google Display Ads
A more effective alternative to geotargeting SMS marketing is retargeting traffic from your competitors’ websites with Google display ads. This strategy allows you to capture the attention of individuals who have already shown an interest in dental services by visiting your competitors’ websites. Here’s how it works:
- Identify Your Competitors: Begin by identifying your local competitors in the dental industry.
- Install Google Analytics: Install Google Analytics on your website to track visitor behavior.
- Create Display Ads: Develop compelling display ads that showcase your dental office’s services and unique selling points.
- Set Up Remarketing Campaigns: Set up remarketing campaigns in Google Ads to target users who have visited your competitors’ websites. You can show them your display ads as they browse the web.
This approach ensures that your marketing efforts are directed towards individuals who are actively searching for dental services, making it a more efficient use of your advertising budget.
Targeting Competitors’ Traffic with Facebook Ads
In addition to Google display ads, targeting competitors’ traffic with Facebook ads can be another powerful strategy. Facebook offers a range of targeting options, including location-based targeting. Here’s how you can implement this approach:
- Identify Competitors’ Audiences: Research your competitors’ Facebook pages and identify their followers or engaged users.
- Create Targeted Ads: Develop engaging Facebook ads that resonate with your potential audience.
- Set Geographic Filters: Use Facebook’s geographic targeting options to focus your ads on users in your local area.
By targeting your competitors’ traffic on Facebook, you can reach a highly relevant local audience who are already interested in dental services, maximizing your marketing efforts.
Avoiding the Perception of Desperation
One thing to keep in mind when considering SMS marketing to foot traffic of local competitors is the risk of appearing desperate among your target audience. Such a strategy may inadvertently convey the message that your dental office is struggling to attract its own customers. This can have a negative impact on your brand’s image and credibility.
While geotargeting SMS marketing may seem like an attractive option for local businesses like dental offices, it often falls short of expectations due to its high cost and limited reach. Instead, businesses can achieve better results by retargeting traffic from competitors’ websites with Google display ads and targeting competitors’ traffic with Facebook ads. These strategies offer more efficient ways to market to a relevant local audience without the risk of appearing desperate. By embracing these digital marketing techniques, dental offices can make the most of their advertising budgets and connect with potential patients effectively.