As technology advances and consumers become increasingly reliant on their smartphones and digital devices, it’s more important than ever for businesses to have a robust online presence and target their advertising efforts in a highly focused area.
In this blog post, we’ll take a closer look at the concept of hyperlocal marketing, why it’s important, and offer tips on effectively reaching high-intent customers nearby. Whether you’re a small business owner or a marketing professional working with local clients, this post will provide valuable insights and strategies for boosting your local marketing efforts!
What Is Hyperlocal Marketing?
Hyperlocal marketing is a digital strategy that targets prospective customers in a highly specific geographic area interested in purchasing products or services like yours. It aims to reach potential customers who search queries like “coffee shops near me.” If your brick-and-mortar business is optimized for these searches, you’ll show up on the list.
Hyperlocal vs Local Marketing
The difference between the two is the size and scope of the targeted geographic area. Local marketing can encompass cities and metroplexes, whereas hyperlocal is more focused, typically a few blocks or streets around your business. This type of marketing has become increasingly important in recent years, thanks to the rise of mobile devices and location-based services like Google Maps and Yelp.
Why Is Hyperlocal Marketing Important?
Today, users have more access to information than ever before. People who use local searches have high purchase intent, and almost a third of all local searches convert to sales. That’s why having a lot of your business information online is vital for connecting with potential consumers.
By skipping hyperlocal SEO, you may miss out on the primary source where consumers discover local businesses. According to Google Insights, 76% of people who use local search on their smartphone visit the physical store within 24 hours, with 28% of those searches resulting in a purchase. Implementing local and hyperlocal SEO goes beyond enhancing your online presence to attract qualified, high-converting leads.
Benefits of Hyperlocal Marketing
When people use location-based or “near me” searches, they already intend to make a purchase. By swooping in during this phase of the customer journey, you can drive traffic to your store and capitalize on the local market. Here are some advantages of hyperlocal marketing for you and your customers:
For your business
- Cost-effective – by focusing on a small geographic area and targeting high-converting customers, you can stretch your budget more than trying to attract customers that can’t get to you.
- High ROI – optimizing your business for local search is less competitive and budget-friendly, with a greater proportion of leads turning into customers.
- Flexibility – online tools and tactics make it easy to customize local marketing campaigns to meet your goals and budget. Tracking and analytics data allow you to see what works; even if some campaigns fail, you won’t break the bank.
Hyperlocal marketing makes it quick and easy to find what people are looking for wherever they are. People who want to explore new locations, businesses, and attractions can gain access to a list of new places to choose from, making for a better user experience. Viewing more local businesses also helps them discover new brands they wouldn’t typically come across in traditional advertising.
Hyperlocal Marketing Tips and Strategies
Here are the top eight local marketing tips that are easy for businesses of all kinds to use and see a successful ROI:
Create and optimize your Google My Business Profile
Google My Business (GMB) is a free tool that companies can use to establish an online reputation management strategy on Google’s search engine, including Google Maps.
Google can use your GMB page as a primary ranking factor to improve your local SEO, so it’s crucial that you make regular updates on your account to simplify the search experience for web visitors.
Once you’ve created a profile, optimize it by filling out all the information that describes your business, including its name, address, hours of operation, accepted payment methods, contact information, and more. Upload high-quality images of your store so people can see what it looks like, and any online reviews about your products or services can be seen directly on the search results.
Advertise local search ads on Google Maps.
Showing ads on Google Maps is a powerful way to reach nearby customers. If you run a local business, Google Maps ads make it easier for people to discover you and get your location. You should also optimize keywords so they’ll relate to your area and are relevant to what people are searching for.
Hyperlocal social media marketing
Social media platforms provide immense opportunities for local marketing, specifically Facebook. Hyperlocal marketing gets your ads in front of the right audience at the right time and allows you to customize and track your ads for highly targeted campaigns.
Use your user dashboard to set up your campaign and select your central point and desired radius. Then, you can personalize your strategy to target unique demographics and interests and even choose who sees your ads in a given location.
Another effective hyperlocal marketing tool is geofencing, which dramatically increases the number of mobile users who see your content, ads, and notifications. You can use it to attract nearby prospects with relevant, location-based content and ads on their phones with offers, discounts, and specials to get them to visit your store.
Use hyperlocal SEO on your website.
The way to attract high-intent local consumers is through the corresponding keywords. Once you’ve established the best hyperlocal terms to use, add them to your website’s product descriptions, company profiles, and within the titles and text of your pages.
How we type our search queries differs from how we speak or read, so it can be challenging to incorporate specific keywords naturally. Working with an experienced content marketing agency, like Agency Partner Interactive, can be a valuable resource to ensure your content is optimized with SEO best practices and caters to your audience’s interests, needs, and expectations.
Create localized content
Leverage landing pages optimized for local search for your business locations and the different products or services you provide to help you rank higher for location-based queries. Incorporating location-based keywords with your city, town, or ZIP code within the content, titles, and meta tags will generate more traffic and increase rankings over time.
Blogs are another great way to start your content marketing efforts and get local links. You can publish posts with local SEO strategies and engage users to interact with your brand when they transition into the intent phase of their customer journey.
Optimize your website for mobile.
Since hyperlocal marketing aims to target consumers searching on smartphones, making sure your website adapts to multiple screen sizes is essential. Mobile-friendly websites are easy to view and accessible with functional links, elements, and navigation. You should also ensure your website loads quickly on mobile and has compelling CTAs to drive engagement.
Get customer reviews
For the B2C industry, customer testimonials are one of the most powerful ways to build your business reputation and attract more leads.
According to a 2023 online review report, 93% of customers said online reviews impact their buying decisions, and 97% of consumers use online reviews when researching a local product or service. Additionally, customer reviews can increase your local rankings. Running promotions or discounts on a future purchase can incentivize customers to write an online review and generate loyalty to your brand.
The Best Marketing Agency for Local Businesses
Agency Partner Interactive offers bespoke, cost-effective solutions for local marketing. As the top Dallas digital marketing agency, we specialize in social media marketing, premier SEO services, content marketing, web design solutions, and more.
Our expert web developers craft responsive designs that adjust to all devices, and our internet marketing strategists can help with everything you need to run a successful, high-converting hyperlocal marketing strategy. From content creation to Facebook ads, GMB account management, and beyond, we’ll maximize your brand’s entire online presence. Get in touch with us today for your free personalized proposal!