Hyperlocal Marketing Explained in 5 Minutes

Have you struggled to engage with locals and boost sales for your small business? Here’s why hyperlocal marketing is the solution for you.

The earliest forms of marketing hark back to businesspeople verbally promoting their goods and attracting local passers-by to sell their ware.

While the perks of targeting a local market have not diminished since the earlier times, the methods through which modern businesses zero in on customers have changed dramatically.

Increased smartphone and internet penetration have changed the way businesses interact with customers and how customers choose which businesses to purchase from.

For instance, SMEs can now harness the power of the Internet of Things (IoT) to serve their communities better and stay relevant. One way of doing so is through hyperlocal marketing. This article takes you through everything you need to know about it.

What is Hyperlocal Marketing?

Hyperlocal marketing is pretty much what it sounds like: extremely niche marketing to target customers around you. The people who live, work, or are briefly passing through your vicinity and making ‘near me’ searches will help your business survive and grow.

The USP (unique selling point) of hyperlocal marketing restricts the area within which your target audience falls; even so, specific as limiting it to a few streets is the USP (unique selling point) of hyperlocal marketing.

Why does Your Business Need Hyperlocal Marketing?

Local SMEs generally rely on word-of-mouth marketing to drum up business. As a result, these small businesses don’t need large state or nationwide campaigns.

But they often neglect the use of strategic marketing plans to attract new customers within their vicinity.

Hyperlocal discovery strategies come into play here by ensuring businesses like yours can have a strong online presence and show up as relevant matches for ‘keywords + near me’ searches.

This is an inexpensive way of generating higher footfalls to physical locations, boosting sales.

Why is Local Listing Management for Business Important?

Maintaining an online presence for your business is no longer optional if you’d like to continue doing business. Instead, it’s necessary to be executed with great attention to detail.

Listing your business online entails making your business information available, including business name, branches, addresses, contact details, and operating hours. Ensure that this information is accurate across the board and updated regularly.

Hyperlocal Marketing Strategies

The trinity of Google My Business (GMB), Google Maps, and your website will ensure the implementation of hyperlocal discovery.

GMB, maps, and your site must work in tandem to provide customers with necessary information when they do searches, as well as to ensure your business is a top result in local SERPs.

Additionally, optimising your GMB page can help tremendously, mainly when it includes high-quality images, good reviews, and an apt business description.

Geofencing: Creating a Radius

Since hyperlocal marketing is dependent on limiting ads to customers in a specific area, it’s essential to ensure your geolocation settings are configured correctly.

The first step is choosing how restrictive you want your marketing strategy to be and set a radius accordingly. It could even be as little as 500m away from your business location. You can adjust this from your business profile on Google Ads and customise your adverts according to hyperlocal tastes.

Ranking by SEO

A hyperlocal marketing initiative’s results are only as good as the content you push out for your business. Attracting traffic through relevant content and keywords is critical for the success of any ads triggered on customers’ phones.

High quality, informational, and targeted content is a great way to engage with customers who are still in the ‘research’ stage of their buying journey. Content can engage buyers while raising brand awareness and increasing your relevancy in the area.

For instance, if your business is known for stocking a variety of local and exotic spices, you could consider doing a blog series focusing on recipes that use these spices or even the health benefits they boast.

When relevant content is displayed in your local listing management, customers are more likely to click on links that seem interesting and informative. More clicks bode well for your business listing, website, and physical stores since they can piggyback off increased relevance.

Leveraging Positive Reviews to Boost Engagement

Understanding your customers, interacting with them, and acting on constructive criticism help build a rapport with the locals in your community.

This allows you to personalise your advertising and tailor your business model to meet customer requirements.

Furthermore, encouraging customers to leave positive reviews and replying to them boosts not only engagement but also increases the chances of being a top search result on Google business listing.

Potential clients gravitate towards businesses with more stars next to their name, indicating brand reliability.

The Power of Reliable Information

By harnessing the power of hyperlocal marketing, your business can create unprecedented brand loyalty. By continually targeting customers in your area and ensuring that the information online always matches the in-store experience, you can build a solid base of repeat customers.

Additionally, reliable information and content relevant to the locals’ living experiences help your business connect. Hyperlocal discovery can ensure your services, products, and business values are perceived correctly and are aligned with what the public wants.

Create Uniformity

Everyone has experienced the frustration of hearing that they’ve dialled the wrong number or shown up at a store with a ‘closed’ sign even after verifying the store hours online or dialling the number listed on Google.

Businesses often neglect updating store information, which can be a pain point for customers since they can’t trust what the business tells them online.

One of the tenets of hyperlocal marketing is ensuring that important information is regularly verified and updated across all platforms for all store branches.

The Power of SMS, Email, and Social Media

Hyperlocal marketing campaigns can benefit immensely by incorporating SMS, email, and Facebook ad triggers to people in the area. All three platforms have high open rates, where customers quickly act upon ads, offers, and invitations.

Using hyperlocal marketing to tailor-make these messages, mails, and ads according to recipient location can be a game-changer for your business.

Whether you lean on weather conditions, recent neighbourhood trends, or local lingo to stay relevant, it’s a great way to remind customers that you’re open for business.

How Can ProManage Help Your Business?

ProManage is the ideal tool to help your business start with hyperlocal marketing. Our intuitive interface helps you manage your Google business listings from a single dashboard.

We give you the ease of access to edit and update your business information, quickly reply to customer reviews, and manage media linked to your business. If you’re looking for a pain-free way to optimise your online presence, ProManage is the right tool. Get started today with a custom audit of your listings!