Hyperlocal Marketing: The Bite Size Guide For Busy Marketers Who Want To Say Ahead Of The Game

Hyperlocal Marketing: The Bite Size Guide For Busy Marketers Who Want To Say Ahead Of The Game

Digital Marketing, Hyper-local Adversing, Local Marketing

What is Hyperlocal Marketing?

As the name implies, hyperlocal marketing is a strategy focused on reaching customers in your local area who are already motivated to buy your products. This “local area” is usually a few blocks or streets around your business. 

The primary purpose of hyper-local marketing is to increase face-to-face traffic to physical stores by targeting users searching “near” on their mobile devices. It also helps to promote your brand in specific locations. This is achieved by strategically placing the suitable ads in front of the right people at the right time.

When prospective customer types “coffee shops near me,” it’s most likely that they are ready to make a purchase. Reports also show that 78% of hyperlocal mobile searches result in an offline purchase. 

According to Google, mobile queries for “near me” and “where to buy” grew by 200% between 2016 and 2019 alone. It shows that the majority of searchers expect Google to consider their location when serving search results.

Why use Hyperlocal Marketing?

Businesses are fast adopting hyperlocal marketing because of its powerful results, particularly those without massive marketing budgets. 

Here are some of the benefits:

  • It makes it easy to convert local customers into paying clients.
  • Highly targeted audience targeting so less wasted ad spend. For example, ads will only be shown to people in your area who are interested or looking for your products.
  • Customers who perform hyperlocal searches have a high purchase intent.
  • It’s easy to set up, run and measure performance.
  • Great for building relationships with customers because it helps people in your area know that they can depend on you when they need a product or service you offer, which will lead to more repeat customers. 
  • Hyperlocal ads work in real-time, which increases conversion rates because you can provide promotional offers to people nearby who are actively looking for your services.

How does Hyperlocal Marketing work?

Before you start, it’s essential to think about your objectives. For example, are you trying to get more foot traffic to your store? Build brand recognition? Acquire more customers?

Once you know what you’re trying to achieve, you can choose why platform to run your ads on:

  • Local Search Marketing (Google Ads and Google My Business)
  • Directories such as Yelp, Yellow Pages and more.
  • Nextdoor Local Deals: Nextdoor enables businesses to connect with verified residents based on their neighborhood, whether a few blocks or multiple neighborhoods from the business location.
  • Social Media Ads (Facebook, Instagram, Twitter…etc).
  • SEO and localized content (SEO-optimized blogs or content mentioning the hyperlocal area, so your business ranks highest in Google search results)
  • In-app notifications: if you have your own mobile app, there may be an option to push notifications to users nearby or who have registered their address.

Steps To Launch:

Here are the steps to follow to launch your ads hyperlocal ads:

  1. Identify your audience: Choose your geographic location and radius. You can then use tools like Google Analytics to get to know your audience better, such as their age range, gender, and more.
  2. Choose your social media channels: You can choose where you want your customers to see your ads. For example, Google, Facebook, Instagram, or display advertising on other sites. 
  3. Draft the messaging and ad images: You’ll need to make it enticing for users to want to visit your store. You can do this by using an eye-catching image, having a high number of positive Google/Facebook reviews, or including a promotional offer.

Keep in mind a few triggers the ad platforms use to identify people to expose your ads to. The three triggers include:

  • User search queries where they mention keywords related to your products or brand
  • Their search history (which shows purchase intent)
  • Behavioral activity (places your prospects have recently visited)

Campaign Pre-launch Checklist:

Once you’ve completed the steps above, you’re ready for launch!

However, before you send your ads to live, it’s crucial to get the foundations set up first to make sure your ads perform optimally:

  • Optimize your Google My Business page
  • Make your contact information easily accessible on your website
  • Create localized content for your blog and social media
  • Add local schema markup to your website
  • Make sure you’re using the right keywords in your campaigns
  • Target nearby events

Conclusion

Hyperlocal marketing is a great way to drive traffic in-store or to a selected store location. As we’ve seen, this form of marketing can reduce your cost-per-lead (CPL) and increase your return on ad spend (ROAS).

Mobeo helps increase ROI in-store and online, with our ads receiving up to 300% higher engagement statistics versus typical digital campaigns, with a lot less effort and budget. So no matter if you’re attracting new customers or working on keeping the ones you have, Mobeo has a complete solution that can be customized to fit your needs and measurable along the way.

Talk to us today about how we can help boost your digital footprint.

Hyperlocal Marketing: The Bite Size Guide For Busy Marketers Who Want To Say Ahead Of The Game

Hyperlocal Marketing – The Key to a Successful Local Business

Digital Marketing, Franchise Marketing, Hyper-local Adversing, Local Marketing, Uncategorized

New technologies and the development of new communication channels have changed local marketing. 

Today, instead of relying on inserts, small print ads, and banners to gain attention, we can use hyperlocal marketing techniques that target specific regions with pinpoint precision.

This type of marketing targets customers within a geographically limited area, usually a few blocks or streets, often targeting people who conduct ‘near me’ searches on their smartphones.

What are the Advantages of Hyperlocal Marketing

Reach the right audience

Advertisers who use hyperlocal advertising target consumers on mobile phones looking for products and services.

Typically, ads with strong calls-to-action (CTA) display the consumer’s phone number and current location. When the consumer clicks on the ad, the ad network receives their location details and sells the advertisement space to similar channels. This way, advertisers can reach more relevant audiences with more compelling campaigns.

Each advertiser can choose the channel mix that best fits their budget. The media mix may include conventional and local channels, small print ads, television, radio, newspapers, and pamphlets.

Connect with a larger audience

Hyperlocal ads can help small businesses reach as many people as possible within and around their business locations. Aside from reaching a large audience, hyperlocal marketing can also offer a tremendous return on investment. 

Brands can sponsor local events or use local influencers to increase their exposure to people who can shop at their business on the same day. Hyperlocal digital marketing can also generate online reviews for the brand, boosting its local rankings.

Another great feature of this kind of marketing is that it drives word of mouth, which leads to increased brand recognition in the local area.

The Key to Hyperlocal Advertising is Search

Local businesses can easily target local consumers through Google, local directories, social media, and mobile marketing. As a result, consumers can engage with local brands in ways never before possible.

In the past, people looked up a business in the White Pages when they couldn’t find its phone number, or they would search through the Yellow Pages to locate a specific type of business. 

Since search advertising has taken over, things have become very different in today’s digital world.

Search engines are crucial for local businesses that target a local audience but don’t have massive name recognition. With the help of search engines such as Bing Places and Google My Business, it’s easier than ever to find local businesses.

Google My Business allows local businesses to appear in two places on the first page of a Google search: Google Maps and organic Google search results.

Top Tips for a Successful Hyperlocal Marketing Campaign

To get the most out of your hyperlocal digital advertising, follow these best practices.

Search Engine Optimization (SEO)

Targeting relevant keywords is a good way for businesses to build their local SEO. You can also list your brand on multiple directories, such as Tripadvisor and Bing Places.

According to Google, people search for most information within 1km of their location. Google’s answer to this is their Neighbourly app, which organizes data the way people search for it.

Create Localized Content

Localized content can give businesses an edge and entice new customers. By making the content relevant to the customer base, it feels more personal and is more likely to attract customers. 

A way to create more personalized marketing campaigns is to use local stereotypes. 

As an example, summers can be stressful due to the excessive heat. Brands can make the most of the summer heat by creating and launching a campaign that promotes healthy chilled foods.

Retargeting

Businesses can use SMS, paid ads, and email campaigns containing compelling promotional offers to remarket to customers who show interest in their products.

You can also define retargeting by demographics and psychographics, such as gender, age, interests, and hobbies.

Geo-fencing

Businesses can target their ads in real-time to only people in a particular area with this technology. You can target a region as narrow as 1,500 feet, and as long as you like.

Social Media Business Tools

Both Facebook and Twitter have created small business divisions. While their approaches to reaching a business’ target audience are different, both show how brands can use their platforms to create content strategies, build a community, engage users and drive sales.

Putting it all together

Once implemented, these local strategies can help local businesses reach more customers, resulting in substantially increased profits. As a result, many brands are looking to hyperlocal marketing as the future of their promotional activity. 

Those who recognize the potential of hyperlocal marketing and become early adopters will be more likely to achieve and retain success.