Remember how marketing was done earlier? Before the advent of TV, radio, and of course, the internet, flyers and brochures were placed in front of doorsteps and stuck to car windshields. This seemingly old-fashioned form of direct marketing worked like magic because it was the original form of ‘niche marketing’. If done right, it can still garner great results, even today. Since companies/businesses are now allotting bigger budgets for marketing activities, there’s plenty of room for direct marketing efforts of this sort. And when you’re talking about targeted, direct digital marketing, it’s hard not to talk about hyperlocal marketing, and what it allows you to do.
What is Hyperlocal Marketing?
Hyperlocal marketing is a form of niche marketing where you only target people over a specific region for your campaigns. This kind of marketing has gained prominence because it is highly localized, which means that local businesses don’t have to worry about wasting their money advertising to audience who have a low chance of buying the product/service.
With the rise of local and mobile search, Google Trends has shown a dramatic increase in “near me” search, since 2015. As a brand, knowing your target audience in terms of their demographics can be super effective. Hyperlocal targeting can help brands attend to the existing and potential customers’ current needs. As a result, the marketing effort is much easier to implement, personalize and measure.
The increased focus on hyperlocal marketing can partly be attributed to the explosion of growth in mobile adoption. Consumers are always connected digitally through their mobile devices. It is critical for your website and related content to be optimized for mobile browsers and tablets.
There are varied approaches that you can take when it comes to hyperlocal marketing. Some of them are simple, while some of them are complex. Here are 5 ways of getting hyperlocal marketing right for your business.
#1 Get the basics right
For your hyperlocal marketing strategy to succeed, you need to make sure that you have your Google My Business page is ready and optimized. Ensure you fill out every detail about your business, and that you don’t have any inaccurate or obsolete data floating around on the internet. Bad data can have a lasting impact on everything about your business - Bad data refers to information that is incorrect and can mislead the customer.
Once you have your data in place, add some appealing pictures of your business. We can all agree that images help set the tone for the user’s visual experience with your business. The next important step is to have at least 5 Google reviews from customers. If you don’t have any reviews to show, it will impact your growth and search rankings. Your consumers will not have anything to measure your success, and you will not be considered as a competitive brand. Encourage your past customers to leave a review about your business.
#2 Local landing pages for all your locations
If you are running a multi-location business, make sure you show up on local searches from different regions by having local landing page for each of your business locations. This way, you can optimize your business for local searches, and also create more personalized content for your audience in these specific areas.
Run a keyword search to find out which are most relevant for your business. Working on optimizing your local landing pages for these keywords can help attract more traffic.
#3 Relevant Content around the specific location
Create localised content on your website to engage with people in a specific location. For example: If you run a restaurant in Bangalore, your site should focus on issues related to food lovers in the city, eg: the best place in Bangalore that serves vegan burger, rather than general information that would interest people everywhere.
Your content can also focus on the interest of the people in that particular location. For example, people might search for “restaurants near MG Road.” This can boost your hyperlocal targeting and help your business sound more appealing to those looking around a specific area. You can also send out newsletters featuring seasonal deals, and store coupons for that particular location.
#4 Optimize for Schema Markup
When it comes to optimizing for local search, schema markup is one of the most effective and underrated practices. Local businesses can add schema markup to their websites to make it easier for search engines like Google to provide more data about your business to users in the form of rich snippets.
This makes it easier for your business to appear on relevant search, as well. For examples, you can define your business hours with markup to help it show up directly on search results.
#5 Embrace the power of Geofencing & Mobile Advertising
If you run a physical store, then you can set up beacons, geofences or microfences that will help you do location based marketing in and around your store Geofencing offers a world of possibilities for marketers; from interactive shopping lists to push notifications and mobile advertisements that can be tied to a business location, you can leverage this in many ways.
Snapchat and Instagram geo filters can also be effective for promotional purposes, as Gen Z shoppers are super active on these platforms. The other aspects you can look into is hyperlocal marketing through Google AdWords, Facebook ads, etc. as these are tried and tested methods, and have proven to get good results.
Hyperlocal marketing plays a critical role in improving your ROI, if you’re a local business. Customers will respond better when they feel connected to your brand, and as a result, will drive your business’ growth.
As a business owner, you need to ensure that your business is ready the new era of online search and marketing. Using state-of-the-art digital marketing trends like hyperlocal marketing will help you get ahead of your competition and improve conversions as well.
The article has been penned down by Ashwin Ramesh, Founder, Synup