Hyperlocal marketing can increase your visibility and attract more local customers to your business. Local customers can be a valuable source of revenue for your business. They have a higher potential for repeat business, which can increase their lifetime value.
These customers often want to do business with nearby companies, especially for services or products they need to pick up or have delivered. They may even frequent your location regularly, making them a perfect audience for a carefully targeted ad that appears when they are close by or in your place of business. They’re also more likely to provide positive word-of-mouth referrals to their friends and family in the area, which can help you attract new customers and grow your business.
Hyperlocal marketing is an effective marketing strategy for any business that wants to boost visibility and attract more local customers.
By targeting potential customers who are near your place of business, you greatly increase your chances of driving foot traffic and ultimately generating more sales.
What is hyperlocal marketing?
To leverage this strategy, you’ll need to understand what hyperlocal marketing is and how it works. With a standard approach to local marketing, you target customers in a specific geographic location, usually within a few miles of your business’s physical location. Hyperlocal marketing has drastically reduced that distance, meaning you can deliver ads within a precise area — allowing you to reach people who are 10 metres from your business or standing inside it.
Remember that Google displays local companies at the top of results when people search for specific services, like dentists, accommodations and restaurants, using their location data to provide a list of nearby establishments. These customers often search for businesses with the words “near me” to ensure they find a local solution.
This highly targeted marketing focuses on consumers who are most likely to purchase the product or service you offer. Using a hyperlocal approach increases the chances of attracting new customers and driving sales.
Examples of hyperlocal marketing
You may have seen other business owners implementing hyperlocal marketing strategies in your neighbourhood. Used in combination, they can be an effective way to attract new customers who have the potential to become repeat customers.
Here are a few hyperlocal marketing tactics you can try:
● Local SEO
You can optimize your website for local search by using location specific keywords, creating local landing pages and building local backlinks to help your business appear in search results when potential customers search for products or services of interest in their area.
● Geo-targeted mobile ads
Mobile advertising platforms like Google Ads and Facebook Ads allow you to target ads to specific geographic areas, making them ideal for hyperlocal marketing. You can ensure your ads reach potential customers in the immediate vicinity by using this location-based targeting that can focus in close enough to reach on anyone within 10 metres of your business.
● Local listings
You can list your business on local directories like Google My Business, Yelp and Bing Places for Business to help it appear in search results and attract more local customers. These directories also allow you to provide important information like hours of operation, location and contact information to potential customers.
● Local sponsorships
Sponsoring a local event or organization can be an effective way to build brand awareness and connect with potential customers in the local area. For example, you could sponsor a local youth sports team, donate to a local charity or support a neighbourhood market.
Using hyperlocal marketing tactics like these, you can increase your visibility, reach a highly targeted audience, provide a personalized customer experience and build your brand within your local community. To amplify your results, consider adding digital audio and digital out-of-home advertising to your strategy.
How does hyperlocal marketing work?
Hyperlocal marketing leverages location-based technology, such as GPS and mobile devices, to reach customers within a specific location. It’s highly effective because it targets customers who are already interested in the product or service and likely to purchase.
Offering relevant information and personalized offers helps businesses capture the attention of these customers and increase their chances of purchasing.
Hyperlocal marketing allows businesses to personalize their marketing messages to the local audience, making them more engaging and relevant. This strategy helps to build a stronger connection with potential customers and can increase the likelihood of conversion.
Many customers prefer to shop locally, and hyperlocal marketing makes it easier for them to find businesses close by. This convenience factor can help to increase customer loyalty and drive repeat business over time.
Overall, hyperlocal marketing is effective because it offers businesses a targeted, personalized approach to reaching potential customers in the local area. By leveraging location-based technology and tailoring their marketing efforts to the local audience, businesses can increase their chances of success and drive revenue growth over time.
What types of businesses should try hyperlocal marketing?
Hyperlocal marketing can be effective for any business with a physical presence or serving customers within a specific geographic area. This category includes small and local businesses, such as restaurants, coffee shops, retail stores, hair salons, gyms and other service-oriented enterprises.
Hyperlocal marketing can also be helpful for larger businesses with multiple locations, as it allows them to tailor marketing efforts for each location and its unique customer base. Hyperlocal marketing generally benefits businesses relying on foot traffic or local customers to drive sales.
These businesses offer products or services that customers prefer to purchase in person rather than online. They can include a restaurant serving local dishes, a boutique store selling handcrafted goods or a yoga studio offering group classes.
6 benefits of hyperlocal marketing
Most businesses are trying to do as much as possible with the budget they’ve allotted to marketing. It’s helpful to understand what kind of benefits this type of marketing can offer your business, so you can better assess if hyperlocal marketing is worthwhile.
As a business owner, you can benefit from hyperlocal marketing in several ways:
1. Increased visibility
Hyperlocal marketing allows you to target potential customers nearby who actively search for products or services similar to what you offer. Increasing visibility to these potential customers can drive more foot traffic and increase sales.
2. Better targeting
You no longer need to spend advertising dollars to cover a much bigger area in the hopes of reaching nearby customers. With hyperlocal marketing, you can reach a highly targeted audience, increasing the likelihood of converting potential customers into actual customers. You’ll likely enjoy higher conversion rates, as you can deliver relevant ads to your target customers when they are in or near your business, driving up your chance of making a sale.
3. Improved customer experience
By focusing on local customers, you can tailor your marketing efforts to meet your local audience’s needs and preferences. This approach can result in a more personalized and enjoyable customer experience, which can help to build customer loyalty and increase retention rates.
Hyperlocal marketing can be a cost-effective marketing strategy, especially for small businesses with limited marketing budgets. By targeting customers in a specific geographic area, your advertising dollars go further because they aren’t wasted on efforts unlikely to reach your target audience.
5. Increased brand awareness
Hyperlocal marketing can help you increase your brand awareness within your local community. You can build a strong brand identity that resonates with your local audience by engaging with potential customers through local events and sponsorships. As a result, you’ll increase customer loyalty and attract new customers over time.
6. Competitive advantage
Hyperlocal marketing can give you a competitive advantage by allowing you to stand out in your local market. By tailoring your marketing efforts to the local audience, you can differentiate yourself from your competitors and establish yourself as a go-to destination for products or services in the local area. You’ll increase market share, attract new customers and drive revenue growth.
Leveraging location-based technology and various digital and offline marketing techniques can help you increase visibility and drive foot traffic to your physical location, boosting sales and revenue.
Make sure you’re reaching potential customers when they are interested and most likely to buy. Book a consultation with a Postmedia expert to learn how hyperlocal marketing can work for you.