7 Hyperlocal Marketing Strategies Your Local Business Needs
If you’re running a big company, you’ll likely try to reach potential customers via national ad campaigns. But this approach doesn’t make sense for local small businesses. Not only can it be costly, but it’s a wasted investment.
That’s because, as a local business owner, most of your revenue comes from the people who can easily walk or drive to your store. Instead of going wide with your advertising, it makes more sense to use hyperlocal marketing strategies.
What is Hyperlocal Marketing?
What is hyperlocal targeting? It’s marketing and advertising that’s finely targeted to a particular local area. Hyperlocal marketing has become more important with the rise in mobile device usage.
According to Think With Google, “near me” searches have increased by 500% in two years. These are searches where people are looking to buy products or services close to where they are. People are looking for stores, restaurants, and service providers that meet their immediate needs.
In this guide, you’ll learn key hyperlocal marketing strategies you need to know to reach your target audience more effectively.
1. Business Listings
If you haven’t yet optimized your online business listings, now’s the time. That’s because what’s in those listings determines whether your business shows up in the right place when people search. Make it a priority to update your Google My Business and Yelp listings, and to make sure business information for your Facebook page is up to date and accurate.
As well as your business name, address, phone number and website, make sure you enter business hours and any other information that helps people decide to stop by.
Here’s a tip for businesses with multiple locations. Create specific landing pages for each location, with information targeted to that area. Then you can use these in your business listings for even better hyperlocal targeting.
2. Content Marketing
Content marketing is a must for any hyperlocal marketing campaign. That’s because people search for your business online before they decide to visit your store or buy something. As well as helping you get found, high quality, relevant content also engages visitors, raises brand awareness, and builds trust. That leads to more in-store visits and more sales.
When creating content for local markets, it’s essential to use the language that’s most common in your locality. Depending on where you’re targeting, the same object might be a faucet or a spigot, and the item you use to carry water might be a bucket or a pail. Getting it right makes content more relevant.
3. Search Advertising
Search advertising is another useful hyperlocal marketing strategy. Since you know that your target customers are searching for local information, target your ads accordingly. Since ads are keyword-based, your ads must target keywords related to both location and the product or service. And you can also hyper-target your ads so they show only to people in a particular area.
To make ads even more effective, ensure that when people follow ads to your website, they find relevant, and up-to-date content on your business blog. Don’t forget to seed this content with relevant local content keywords.
4. SMS Marketing
Now that everybody’s got a phone in their hand, SMS marketing has become an important hyperlocal marketing strategy. The stats show that SMS messages have an open rate of around 86%, plus people tend to act on them quickly. If you’ve got a local event or offer, using this marketing method with location technology is a great way to increase foot traffic and sales.
5. Email Marketing
Having said that, don’t discount the potential of email for hyperlocal marketing. Most marketers already use some form of email list segmentation so they send more relevant emails.
With hyperlocal targeting you can make your emails even more relevant, by sending different email offers and promotions depending on your email recipients’ location. The more relevant your emails are, the more likely it is that people will open them and act. For example, if you know a snowstorm is coming in a particular area, it’s a great time to update customers in the area about winter gear.
6. Location-Based Advertising
Want to take hyperlocal targeting one step further? Use location-based advertising and proximity targeting to serve ads to people based on where they are now, where they’ve been, or where they’re going. If someone’s just walked past a shoe store and sees an ad with the right offer, they might turn back to have a look.
Combine this with location and weather-based targeting so you can show the right ads to the right people at the right time. It’s just like the corner stores that put out their umbrella display when the sky turns grey.
7. OOH Advertising
Out of home (OOH) advertising brings businesses full circle back to where advertising started. In one way, it’s the original location-based ad. In the past, a retailer might pay for an ad on a nearby billboard, or run a promotion near the store. But now, marketing around your locality has gone digital.
Today’s OOH advertising uses the power of mobile location technologies to serve up relevant ads in high-traffic local areas. With this hyperlocal targeting strategy you can reach consumers not just in a certain town, but on a particular block. This OOH reinvention is a successful strategy to increase local traffic and sales.
The bottom line is that using hyperlocal marketing strategies makes your business more relevant to your local customers – and that’s the best way to drive sales and encourage repeat business.
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