What is Hyperlocal Marketing & How to Do It Right
If you’re someone interested in digital marketing and SEO, you must have heard the advertising buzzword ‘hyper-local marketing.’ This catchword is gaining the attention of businesses these days, though the concept is as old as business itself. With the emergence of the internet, customers now look for a business online, find their way to the store with mobile apps, and rely on reviews before making purchases. As such, in this digital world, advertising and marketing have to catch up with changing needs and demands of the customers.
What is Hyperlocal Marketing?
Many businesses advertise in a city- and area-wide basis. Hyperlocal marketing is nothing new as it is a targeted form of marketing that focuses on reaching local buyers. This means the “hyperlocal” advertisers target their prospective customers exactly where they are – at home, at work, at local stores in their neighborhoods. Hyper-local marketing is a local community-oriented strategy that focuses on managing the message, info, and review that get your customers to walk down the street and through your door. This strategy is intended to increase the number of your local customers and thereby increase sales.
Let’s take an example to understand this marketing strategy better. Suppose you’re looking for the latest novel of your favorite author. The bookstore you visited has already sold all the copies and now you need to find another bookstore nearby. The easiest way of a quick search is using your mobile phone to find bookstores near your location. Whether you’re looking for a bookstore or any coffee shop, conducting a near-me search is the best way to avoid hassles of physically searching around the market. In fact, Google data reveals a massive rise in “Near-me searches” as Google users are increasing depending on near-me searches to find everything from coffee shops to parks.
The hyperlocal search has gained immense popularity over the years to find a business. For this reason, businesses are taking hyperlocal marketing seriously to drive foot traffic to physical locations and capitalize on near-me searches. So, if you want to ensure that your store pops up on the map of your prospective customer when they perform a near-me search, you need to consider hyperlocal marketing.
How Hyperlocal Marketing can help you boost sales?
As you know, SEO campaigns revolve around optimizing your site for search engines so as to rank higher. The hyperlocal marketing goes beyond choosing the right keywords to rank higher as it includes incorporating local and niche keywords to make yourself more relevant to those seeking out your specific products and/or services within your geographical region. If you’re looking to boost your sales, here are top 5 powerful ways to use hyperlocal marketing.
- Local Content is the Key
Any successful SEO campaign relies heavily on the relevancy of the content. Relevant content means to include the right keywords into lists, articles, and infographics that are related to your clientele. Creating high-quality local content is crucial for reaching into a local market. Make sure to have a local voice behind your blog posts, videos, ad and email copy, and all of your social media posts.
If you’re an offline store, you can benefit immensely by using location-based keywords on your site. The location-based keywords not only include the name of the city but also famous nearby attractions or anything that directly relates to your location. To make Google and other search engines find you and rank higher in search results, add these local keywords in product descriptions, company profiles, or service delivery areas.
- Google My Business
As you know, Google is the leading search engine as the highest number of searches is conducted using this search engine. Due to this complete dominance of Google, it’s important to optimize your Google My Business page. This is a free and simple tool that helps businesses manage their online presence and appearance on Google Search and Google Maps. To get an advantage of this feature, go to Google My Business, click “Manage Now,” and provide your business info there. To optimize your Google My Business listing, add right keywords and your business info. Also, if your business has multiple locations, creating landing pages for each location and linking them to your Google My Business profiles, helps in targeting local clientele.
- Use Facebook Wisely
Facebook can be a great hyperlocal marketing tool if used wisely. Facebook is a popular platform among people of different age groups and is a community gathering place. You can create a community group to get an insight into what people need and how they can benefit from your products and services.
- Email Marketing
Sending direct emails is an excellent tool for hyperlocal digital marketing. If you’re new into the business, tell locals about your business by sending them a direct-mail invitation to the opening celebration of your store. This email can include info about your business, directions to your ‘real world’ store, coupons for free merchandise, click-to-call buttons, and link to social media sites like Facebook and Twitter. Emails should be optimized for mobile devices like tablets and smartphones as the majority of people will be using such devices.
- Reviews matters
To improve your local search rankings, customer reviews are an important factor. More than 80% of people trust online reviews and search engines also use it as a key factor in determining a site’s ranking. Always ask your loyal customers to leave a review. To get more reviews or to lure people into writing reviews, you may offer an incentive like a discount or a free product to customers who write a review.
These were just the top five ways to improve your hyperlocal marketing efforts. There are numerous other options also to consider such as partnering with deal sites and fundraisers, as well as targeting mobile users with location-based advertising. All such combined efforts lead to increasing your sales with the help of a great hyperlocal marketing strategy.
June 17, 2018