Hyperlocal marketing is marketing that does not cast as wide a net as “local” marketing. It is oriented around a defined group of people in a geographically close vicinity.
While the term may be relatively new, however, hyperlocal marketing has been around as long as retailers have. From the static local ads on community cable channels of the 80s and 90s to the chalkboards outside businesses advertising impromptu “specials” due to an unexpected overabundance of a product, hyperlocal advertising has always made sense for bricks-and-mortar retailers, and probably always will.
In recent years, hyperlocal marketing has taken advantage of social media and mobile technology, as well as GPS technology that lets companies like Google tell users what types of businesses are in their local area.
Why Businesses Use Hyperlocal Marketing
Businesses use hyperlocal marketing because it works. While today it’s not as simple as putting a sign in the window announcing a “flash sale” on some product, it’s still relatively straightforward, and it is an excellent tool for keeping foot traffic strong and local customers interested.
Hyperlocal marketing can add a nice fillip to the average person’s day. Say their usual lunch place is too crowded, but their Twitter feed informs them that another place within walking distance has a lunch special that looks appealing. Not only is their problem solved, but they can also feel practical and thrifty. In other words, hyperlocal marketing improves the customer’s day (often unexpectedly) while helping businesses increase good will and try new marketing tactics.
The Foundation of Strong Hyperlocal Marketing
For most businesses that want to try hyperlocal marketing, the first step is completing a comprehensive Google “My Business” listing. This listing (which used to be known as “Google Places”) is where Google collects the information it provides users doing local searches and using local Google Maps. You want your address, phone number, and opening hours to be correct and up to date at all times.
The second element of a strong foundation for hyperlocal marketing is customer reviews. Word-of-mouth marketing (which, let’s face it, now typically comes in the form of online customer reviews and recommendations) is incredibly powerful, and your local reviews can power effective hyperlocal marketing. Furthermore, customer reviews are important in local SEO. Go ahead and ask your loyal customers to post reviews.
Organic Social Media Reach: Seizing Opportunities
Hyperlocal marketing may be planned, or it may be more spur-of-the-moment. Either way, your strong, consistent social media presence is your friend. If you keep up a steady drumbeat of informative social media posts, keeping to the 80/20 rule (80% of social media posts being informative and only 20% being about products, services, and specials), then you can reach local followers easily because you’re more likely to show up in their Facebook, Twitter, and Instagram feeds.
Social media can be great for drumming up interest in an event at your location (or one of your locations), and it can be great when something unexpected happens and you want to bring in extra foot traffic (“We ended up with too many bananas, so for the rest of the day, our banana cream pie is half price!”)
Hyperlocal marketing depends on the same basic components as every other type of marketing: knowing your audience and offering them the information they crave. It also requires that your business show up on the navigating tools locals and visitors use when they’re in your area, and that you have a good social media presence.
Businesses have relied on hyperlocal advertising for decades, and there’s every reason to embrace the concept now that the web connects the entire world. Master the art of hyperlocal marketing, and you boost the effectiveness of your overall marketing strategy. Hangar12 is at the forefront of CPG marketing strategy and more. Subscribe to our blog to stay up-to-date with our latest insights.
Topics consumer marketing insights