3 Hyperlocal Marketing Techniques That ACTUALLY Work
Hyperlocal marketing is all about being in exactly the right place at exactly the right time to reach your customers online.
It's a highly-targeted marketing strategy that pinpoints customer needs based on their location and serves up real-world results in real-time.
A well-connected consumer's needs revolve around a location. 1 in 4 smartphone users values a business's location as the most important factor when performing an online search. Location-based marketing relates to consumers on an authentic, personalized, and relevant level.
Whether you're a local coffee shop serving up high-quality brews and neighborhood charm or a new dentist office in need of patients, you can geo-target potential customers in your area.
So, those looking to generate foot traffic and boost SEO should look no further. Get ready to go local and increase awareness using these 3 marketing techniques.
1. Let Google Do the Work for You
When it comes to location-based strategies, Google is a marketing powerhouse. Optimize your website, business listings, and paid ads with the consumer in mind.
Make consumers and search engines happy with a mobile website. When optimizing your site for mobile users, enhance text with location-based keywords. These keywords should appear natural throughout headlines and text of web pages.
E-commerce sites can also help boost hyperlocal SEO. Use keywords in product descriptions, company bios, or location service areas for delivery. To continue foot traffic to your store, promote in-store coupons or free store pickup.
These methods will help Google to find you, and place you higher up in search results.
Google My Business
Your Google business listing should be comprehensive and geared towards consumers. List only relevant information that assists people in their online search.
When it comes to your business listing, aim for:
- Simple, yet powerful description of services
- Easy to find contact information
- Eye-catching, on-brand images
When relevant, use third-party services (i.e. OpenTable) for making easy-to-book reservations. Chat up consumers using Google's live messaging tool. It helps local searchers get answers to questions about your business.
Yahoo and Bing also have local listings where your brand should be present. Register with local business directories or post on guest blogs or community forums. Search engines, in turn, support local businesses by producing links and targeted traffic.
Local Paid Ads
Want even greater visibility from consumers in your area? Use AdWords to develop a hyperlocal marketing campaign.
Mobile devices have increased the need for "near me" searches and enhanced Google map search results. More consumers than ever are conducting location-based searches for nearby businesses. Restaurants, shops, salons and health professionals can all find leads from local search results.
Marketing and advertising strategies are shifting to meet the needs of local search. About 63% of marketers are expanding their budgets to incorporate more location-based efforts.
The benefit of an AdWords campaign is the ability to reach specific audiences through the radius targeting feature. Google Analytics further measures the effectiveness of your ad campaign so you can determine ROI.
2. Start a Social Conversation
Consumers desire connectivity and favor brands that feel the same. They use social media as a way to learn, engage, and share their experiences with the online community.
Engage with locals on social media to gain brand awareness. Consumers respond well to brands with a strong presence as it enhances real-time customer service and timely feedback.
It's important to note that your online voice should remain consistent with brand integrity and values. Enlist someone well-versed in the ways of social media to manage your online presence. This person or team should be responsible for captions and communication.
Tell Your Story
Optimize social channels by geo-tagging locations and including local keywords in bios, posts, and hashtags. Update business profiles and include contact information and location details. Your social media channels should tell the story of your brand while connecting to your company's roots.
Pick a Partner
Partner with a local influencer or engage in a sponsorship to strengthen community involvement. Cross-promoting with a like-minded local brand (but not a competitor) is a smart way to share marketing ideas and split costs. Think a local bakery and a city bike service that offer neighborhood delivery, for example.
Paid Ads and Sponsored Posts
You can also get social with hyperlocal facebook ads or local awareness ads. Paid ads and sponsored posts use audience filters to allow you to target customers who live in the area or those who are visiting. Learn more about how to target online audiences with this guide.
3. Protect Your Rep, Online
Online reviews have a heavy impact on purchasing power. 90% of people read them before making a decision. Consumers find them to be a trustworthy and reliable source of information.
Today's consumer is smart; they do their research because they want reassurance on quality products and services. They want access to real and satisfying experiences from previous customers and the local community.
Online reviews are a chance to build trust between your brand and the public. As consumers verify your brand through online reviews, they also pay attention to management responses, both good and bad. When providing feedback, tailored responses gain more certainty than cookie cutter dialogue.
Reputation management shows that you care about each guest's experience and value their feedback. Online reviews also assist with Google rankings, making them a smart SEO move.
Hyperlocal Marketing, It's Here to Stay
Marketing trends come and go. But one thing is for sure: Mobile marketing is a powerful tool for both big and small brands. Reaching that on-the-go audience is crucial for local businesses looking to stand out.
Industry trends show consumers leaning towards a "researching online, purchasing offline" mentality. Hyperlocal marketing balances by gaining brand awareness and increasing foot traffic to stores.
When it comes to local search rankings, Google can be your best friend or your worst enemy. It's important to know where you stand with Google, so check out this free local listings tool. Once you know your ranking you can apply the above techniques to your advantage, or enlist an agency to do so.
You're now ready to draw in new leads, create conversions, and provide a solid return on investment.