A Beginner’s Guide to Hyperlocal Marketing
Hyperlocal marketing enables local stores and shops to compete against major brands. Basically, it is about inviting your customers to your store through customized messages and advertisements. Research shows that 50% of consumers who perform a local search online visit a store within a day. Hyperlocal targeting isn’t a new concept but the advancement of technology changes the purchase behaviour of the consumers. Google shares that 1/3 of searches and related queries are location-based meaning that targeting your audience with qualified keywords, paid campaigns and ad copy can drive your customers to purchase thereby increasing your ROI.
The first order of business is to put your business on the front line by simply getting your business noticed. How do you stay relevant and show up on someone’s map app? How can you boost your ranking? The answer lies in mastering the marketing fundamentals. Ensure that your contact information is updated, consistent and verified across all platforms online. This will prevent confusion from your target market as well as help your rankings. Have your business listed in online directories. Ensure that your Google My Business is optimized. Make sure that your images are high quality too.
The popularity of hyperlocal marketing can be tied to the growth of mobile devices. Mobile searches already surpassed desktop users and mobile adoption shows no sign of stopping. Reach out to your customers by accurately interpreting your users’ intention for certain queries. Once you have the data, customize your content as you see fit. Additionally, Google reveals that 45% of mobile searches are goal-oriented which means that users are focused on coming up with a decision. Since most searches are conducted on mobile devices, it is imperative that you optimize your website for mobile users. You can also use a mobile app to connect with your local customers. This enables you to have more control of your advertisement, messages and even promotions.
Influence on Social Media
Social media and mobile are tied together. They go hand in hand and if you know how to market these two, you are guaranteed followers, loyalty and even repeat business. Each social media platform has a unique way of helping local businesses. Twitter helps local organizations with the Twitter community, crafting strategic content and even engaging with followers. Meanwhile, Facebook's sponsored ads allow a business to reach out to a wider audience as well as specific demographics.
Focus on Local Events
Customized content based on local events and activities that would catch the people’s attention. Running a restaurant can be an opportunity to appeal to food lovers. You can also tie up your content with local spots to boost your geolocation targeting. Additionally, if you have multiple locations, create a separate landing page for each of them. This will maximize your appearance of search results as well as personalize your connection within your customers in that area.
Inviting reviews for your website and online directories is essential for searches and your target customers. Reviews take up 10% of local searching which is why it is necessary to invite reviews. You can also incentivize people in exchange for reviews.
If you haven’t tried hyperlocal marketing for your business yet, then don’t lose hope. You can still do something about your local marketing to get your message across your potential markets. You can follow the tips above to get started with your marketing.