We are in a digital age where connecting with people around the world is simple, and it’s easier than ever for businesses to market to a global audience. But, an increasing number of businesses are starting to realise that marketing closer to home is just as important. This is where hyperlocal marketing comes in, a targeted approach to marketing that focuses on the immediate area and local community. In this blog, we have taken a look at hyperlocal marketing strategies and how they can connect you with audiences in your backyard.
What is Hyperlocal Marketing?
There is no denying the importance of marketing a business; it’s how you spread the word about who you are, what you do and what you have to offer. There are a variety of ways to approach marketing, one of which is hyperlocal. Hyperlocal marketing is a targeted approach to marketing that focuses on a specific geographic area, such as a small village, local community or small part of a shopping centre. Instead of marketing to a city or an entire country, or even to a global audience, hyperlocal marketing is a lot more precise.
Hyperlocal marketing involves tailoring your marketing efforts to the characteristics, preferences and needs of your chosen local audience. It uses a range of location-based technology, including mobile devices and social media, to deliver personalised content. With hyperlocal marketing, you can share information with people in an exact location. The main aim of hyperlocal marketing is to form a strong connection with the community, in a bid to boost engagement and brand loyalty.
Why is Hyperlocal Marketing Important?
There are a number of reasons why hyperlocal marketing is important, but the main advantage is that it enables a business to connect with a very specific audience, based on a very specific location. By tailoring marketing efforts to the nuances of a small area or community, businesses can deliver content that resonates with their preferences, likes and needs. By being extremely precise, marketing techniques can be a lot more relevant and engaging, which can really draw an audience in.
Another great thing about hyperlocal marketing is that it utilises location-based technology. Businesses can market services and products to people when they are close by, knowing that they are likely to be interested in what they have to offer. This can drive foot traffic, increase local visibility and boost brand loyalty. With so much marketing going on, people pay attention to personalised experiences, which hyperlocal marketing provides.
Hyperlocal Marketing Strategies
There are a range of hyperlocal marketing strategies to choose from, and it’s a good idea to create campaigns that involve most of them, if not all.
- Local SEO – One of the key hyperlocal marketing strategies is local SEO, which involves optimising your website for local search terms. This ensures that the business shows up in local Google searches, especially when people use geographical keywords, such as locations. Another part of local SEO is to encourage customers to leave reviews, both good and bad, and then respond to them. Not only does this tell others about the service you provide, but it shows that you are an active company, one that is part of the local community.
- Email Marketing – Email marketing is often done on a large scale, but it’s just as effective when it’s part of a hyperlocal marketing campaign. By sending personalised emails with offers that are specific to a location – for example, for a deal at a local restaurant – you can grab the attention of people close by. If you have multiple locations, segment your contact list and target them with location-specific promotions.
- Localised Content Creation – Develop content that is specific to the local community that you are targeting. This can include blog posts, articles or social media content, and it should reference local events, landmarks or issues relevant to your target audience. By localising your content creation, you are highlighting that you are a key part of the community, and that you are aware of what’s going on in the lives of your target audience.
- Social Media Marketing – It’s a good idea to join and post on local social media groups, such as local Facebook groups and forums. This gives you the chance to share content that’s relevant to your community and the hyperlocal area that you are targeting. Running ads that are targeted towards your chosen location will ensure that your posts reach people in the area.
- Be Active in the Community – One of the most effective ways to marketing in your local area is to become a key part of the community. This could involve sponsoring local events, sponsoring a local sports team, hosting workshops or collaborating with other businesses. Not only does this spread the word about who you are, it shows that you are invested in the area.
- Community Engagement – There are a number of ways to boost your community engagement, but engaging on social media is one of the most effective. Actively engage with the local community on various social media platforms, especially those that are popular in your targeted area. Participate in local discussions, share user generated content from your area, and use local hashtags to increase the visibility of your posts among local audiences.
Hyperlocal marketing is hugely beneficial to a business, but it can be a lot to take on, especially if you have a lot of other marketing efforts to manage. Luckily, Profici is always on hand to help. Thanks to our experienced digital marketing team, we can create hyperlocal marketing campaigns for businesses in any niche, and then put them into action. Get in touch to find out more.
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