What Is Hyper-Local Marketing?
Join Jane Hayes Consulting this week as we discuss Hyper-Local marketing and look at ways you can implement it into your business. Consumers have changed the way they shop through the years, and our shopping styles have seen a rapid leap in direction in part due to the covid 19 pandemic, where items were hard to source from overseas and buy local came strongly into focus. Travel restrictions added to this as many people couldn’t leave their local area, so they gravitated to sometimes undiscovered businesses nearby. Though the days of travel restrictions are in the distant past, the desire and need to shop locally remains. Our lives have never been busier, and shopping close to home or the office just makes sense and relieves the pressure. So how do businesses capitalise on this need? Keep reading to know how! Hyper-local marketing is an incredibly effective and targeted approach to marketing for businesses. It involves crafting highly customised messages tailored specifically to the interests and needs of people in a specific geographic area or demographic. In order to implement it effectively, businesses must know their target audience well and be willing to invest in localised marketing strategies that speak directly to that audience.
Digital platforms are especially effective when carrying out hyper-local campaigns, as they can provide extremely granular targeting options. However, businesses should also consider traditional print media such as flyers, banners and direct mail pieces when reaching out to their local audiences.
What is hyperlocal marketing? Hyperlocal marketing is when a business targets a consumer in a restricted local area. Hyperlocal marketing aims to increase foot traffic and encourage in-person shopping in said areas. For example, if a customer wanted to find a nail salon nearby, they would search using the terms – nail salon near me on their device and, with the assistance of geo-locations, would be presented with a series of listings in answer to their enquiry. Below, we will take you through a step-by-step guide on optimising your business presence for local search. This guide will not just assist you in optimising your presence for hyperlocal marketing listings but also your overall visibility for general search engine results. “Customers who use “near me” searches are 35% more likely to buy that very same day if they find a business close to them.” Cube Online
Hyperlocal Marketing Strategies:
Hyperlocal marketing can include using geo-fencing technology, search engine optimisation tactics, as well as leveraging traditional media outlets in the area to reach potential buyers. Hyperlocal marketing is important for businesses with physical locations since they require an audience near their location to maximise sales.
Hyperlocal marketing helps bridge the gap between online and offline buying by helping customers find the right store close to them, making it essential in today’s digital economy. When done correctly, these special strategies of targeting local markets will help businesses increase visibility, boost lead generation, and drive sales.
1. Create and Optimise Your Google My Business Listing:
When customers investigate a business, they traditionally do a Google search. With this in mind, be sure to create and optimise a Google My Business listing. This free service can act as a powerful tool, and the information housed there is often included in additional posts and listings, so be sure of the accuracy of the information provided.
Companies can set up and customise their Google My Business Listing in minutes, highlight products and services they offer, showcase customer reviews and experiences, respond to feedback from customers, make sure their contact information is easily accessible, manage booking slots or appointments (depending on the business), post special offers and deals for customers to take advantage of - these are just some of the benefits of having an optimised GMB listing. Additionally, it plays an essential role in improving a business's visibility within search engine results and rankings for various keywords.
To set up your My Business Google listing, follow the steps below:
Go to google.com/business.
Click “Manage now.”
Enter your business name and click “Next.”
Enter your address. If you’re a service area business and don’t have a physical store but deliver services (such as a plumber or electrician), click the “I deliver goods and services to my customers” and “Hide my address” checkboxes.
Choose your primary business category. It’s crucial to pick the most accurate category that describes what you do.
Add your phone number.
Add your website URL.
To optimise your listing, include as much information as possible; this helps google direct customers to your business. To optimise your listing, include the following:
1. Your full business name. Your website address, email address and phone number.
2. List your full operating hours. Draw people in with a well-written description of your business. No need to stuff this section full of keywords, as it doesn’t assist with your website ranking.
3. Include high-quality images of your location and products. Include high-resolution video.
2. Make Sure You’re Accessible:
Being hidden doesn’t help any business, so ensure your business is visible to potential customers. You can improve your visibility and accessibility by including and highlighting your location on your website; this encourages customers to visit your physical location if applicable. Use strategic keywords in your SEO by talking about your location and what you’re nearby; you can also post about your location in your feed. By highlighting your location and contact details, you communicate your openness as a business, and this can encourage visits, relationship development and sales.
3. Optimise For Local Search:
To optimise your listing for local search, ensure your SEO is up to date. Like your Google My Business Profile, your website should be optimised and up to date with relevant information and, in this case, feature keywords specific to your business to assist you in your SEO efforts. Make sure your website is laid out cleanly and easy to navigate, with key information and contact details easy to find. Using hyperlocal keywords such as names of nearby attractions will assist you in optimising your website; think neighbourhoods, landmarks, and street names. You can introduce these keywords in your website text and backend descriptions.
Claim and manage your business profile on major review and listing sites such as Yelp, Google My Business, or Yahoo Local; this can further highlight your business. Update your business information regularly, add relevant content using targeted keywords, and encourage happy customers to provide word-of-mouth reviews – all of which will help improve your business's local search rankings. Optimising for local search takes time, but with a little effort, you can make sure your business has a top spot when potential customers search in its local area.
Don’t forget to strategically structure your URL. Google reads URLs, so the information in yours needs to reflect your business and reflect your queries. If your business is based in Melbourne, and you’re a fashion brand, your URL should include Melbourne and fashion brand. Be sure to check that your URL and the language in your website connect.
4. Create Content That’s Hyperlocal:
Your site is optimised; now it’s time to create some hyperlocal content. The chances are a lot of the content you are creating has a hyperlocal feel already and may only need to be slightly altered. Below is a selection of hyperlocal content ideas you can add to your business strategy.
This can be done through geo-targeting techniques such as delivering tailored ads to GPS-enabled devices or by dedicating niche social media pages for each particular geographic location.
• Create search ads that focus on your location.
• Write a blog post and focus it on events happening in your local area.
• Advertise on social media with a focus on your local area.
• Use location-specific keywords in your content hashtags and throughout your website.
5. Examples of hyperlocal marketing:
Website:
Your website is the greatest weapon in your hyperlocal marketing efforts! As mentioned above, clearly feature all location and contact details, so customers and or potential customers don’t need to search too hard. A hard-to-navigate website can make a customer frustrated and put them off making a move to take further action or purchase. Have a dedicated Contact Us page featuring a map and include your contact details in a footer at the bottom of various pages of your website; this way, these details can’t be missed.
Social Media:
Chances are you already have a social media presence, so use your existing accounts to support you in your hyperlocal marketing efforts. Use location-specific hashtags in your posts to zoom in on local customers and or advertise with a location in mind. Use geotagging when posting content; geotagging adds geographical metadata to your content and helps people identify your location.
Facebook:
· Click your profile picture in the top right of Facebook.
· Scroll down to the post and click in the top right of the post.
· Click Edit post.
· Click Check-in.
· Click Where are you? to search for a location or select a location from the list below.
· Click Save.
TikTok:
· Create a video.
· On the Post screen in the TikTok app.
· Tap Location to search for a location or choose a location from the list of recommended places; or.
· Select a location from the recommended places listed below Location.
· Tap Post. The tagged location will be displayed in your video.
Instagram:
· Snap a photo, video, or boomerang.
· Click on the “sticker” icon (that little smiley face on the upper right.)
· Click on the “Location” sticker or the more artsy-looking city sticker.
· The sticker will pop up on your screen. You'll be able to tap and customise it from there.
Local Press:
Despite the mass gravitation to digital platforms, print isn’t dead. Local newspapers and newsletters can be an excellent way to connect to local consumers and add to your hyperlocal marketing strategy, depending on your demographics. Place an ad in your local paper, or if you have a strong business story, approach them with a potential feature. A feature in the local press could help introduce your brand to potential customers nearby or remind them of your existence and offering.
GPS-based mobile apps:
Many of us already use GPS-based apps in our day-to-day lives, like our map apps.
Location-based marketing uses the GPS function on smartphones to help marketers show promotions and relevant content according to users’ locations. Sometimes location-based marketing is called geotargeting or geolocation marketing. Examples of GPS-based apps are:
· Groupon
· Apple maps
· Google maps
Business Listings:
May it be a printed or digital business listing, be sure you spread the word to help customers discover you. Be sure to list your business on reputable sites, as the companies you partner with can affect your business reputation. Below we showcase seven business listing sites you can use for your business.
1. Yelp
2. Yellow Pages
3. Truelocal
4. Startlocal
5. GoogleMyBusiness
6. LinkedIn Company Directory
7. HubSpot
Google ads:
Google ads enable advertisers to bid to display advertisements, service offerings, product listings and videos to viewers. It can place ads both in the results of search engines like Google Search and on non-search websites, mobile apps, and videos. Google enables you to target your audience, focusing on interests and locations. Another benefit to Google ads is that you can control the amount you spend and measure the success of your campaign.
Jane Hayes Consulting, Leading You Through The Digital World:
Jane Hayes Consulting is an independent digital marketing agency founded to help businesses create consistent, creatively aligned, and strategic content. Jane Hayes Consulting can help you put your best foot forward with our expertly crafted team covering website design and building, marketing strategy, content creation, brand creation, and project management. We work within budget restraints and look toward the future. Need assistance in developing your digital strategy and creating a business advantage? Contact Jane Hayes Consulting today and sign up for our newsletter.