In these modern times of digital transformation, most digital marketing strategies seem to be designed for online businesses.
So are there digital marketing strategies for stationary companies?
Yes, and one of the most effective is hyper-local marketing.
What is hyperlocal marketing?
As the name suggests, hyper-local marketing is a marketing strategy aimed at reaching customers in your area. It is aimed at motivated people who are ready to buy your products.
The main goal of hyperlocal marketing is to increase foot traffic to your business. It does this by strategically placing the right ads in front of the right people at the right time.
It could also serve to increase brand awareness in your specific locale.
Several factors are considered, the most important being the location of your prospect.
Hence the name hyperlocal marketing.
Benefits of hyperlocal marketing
Many companies rely on hyper-local marketing to get the huge results. It has many advantages over other online and offline business marketing methods. Here are the top 5:
Bring in hot hyperlocal leads
Since it is a very niche marketing technique, hyperlocal marketing has the advantage of bringing in leads ready to make a purchase. This is because most of the people targeted by hyper-local advertising campaigns are already looking for the product or service you are offering.
Take someone looking for a coffee shop, for example. You are looking for a café "near me". If they are near you, search engines recommend your café to them. Or they run one of your ads on their social media timelines.
Even if they're not actively looking for a coffee shop, you can send push notifications to alert people near you to a special offer.
No big ad spend required
Since you don't have to run any regional or nationwide campaigns, your advertising expenses can be reduced to a minimum.
You will also save your advertising budget by targeting a hyper-specific audience. As a result, you lower your cost per goal while increasing your return on advertising spend (ROAS).
Easy to set up and run
Again, the niche of hyper-local advertising campaigns makes it easy to set up and run. It's also easier to create personalized ads, which leads to higher conversion rates.
Easy to measure performance
When it comes to measuring performance, it's easy to keep track of as you can see where your pedestrian traffic is coming from.
Help build relationships with customers
One of the biggest keys to growing any business is building relationships with your customers.
Hyperlocal marketing works well, helping people in your geographic area realize that they can count on you when they need a product or service that you offer. As a result, most of them become regular customers. Better still, they can be your brand ambassadors.
Hyperlocal ads Work in real time
A big advantage of hyperlocal marketing is that it works in real time. This feature increases conversion rates as potential customers receive offers for products or services that they are actively looking for.
With all of these advantages, you can't afford to ignore hyperlocal marketing.
How does hyperlocal advertising work?
Thanks to the technology, marketers can pinpoint the exact locations of their potential customers. This can be done by:
- IP addresses
- Geographic positioning system
- Wireless Internet access
- Bluetooth signals
Knowing the location of a prospect is critical to running hyper-local advertising campaigns as it allows you to narrow down your target audience to a specific area. Most of the ad platforms like Google and Facebook offer you the option to target a specific location so that you can easily create your hyper-local ad campaigns.
Once you've set your target area, you can set triggers that will run your ads.
Examples of triggers can be:
- Search queries
- Search history
- Behavioral activity (places your prospects recently visited)
Depending on your campaign, your hyper-local ads may be in the form of text messages, app notifications, email notifications, ads on search engine results pages (SERPs), and more. It could even be a combination. These are sent to the prospect's mobile device when they step into your selected boundary and take an action that triggers your triggers.
Basics to Get Right BefOre start Hyperlocal advertising campaigns
Now that you know what hyperlocal marketing is, and you can see why it is so important to your marketing strategy.
Let's look at some of the basics you need before you start building your hyper-local ad campaigns that are producing results.
Optimize your Google My Business page
One of your first stops when laying the foundation for your hyper-local advertising campaigns is your Google My Business (GMB) listing.
GMB is a free tool from Google that enables businesses to manage their online presence in Google search results. This is especially useful for brick and mortar businesses as it helps Google users find businesses near them.
You need to optimize your GMB listing as Google uses three main criteria when serving users with GMB listings:
- relevance. In order for your company to be classified as relevant, it must match a searcher's query.
- meaning. This has to do with whether your company is reliable enough to recommend to users.
- Proximity. Is your company close enough to users to be recommended?
If you can optimize for these three, you have a better chance of success with your hyper-local ad campaigns.
How do you optimize your GMB entry?
Optimization for GMB relevance
- Create detailed, keyword-oriented business descriptions
- Choose the right category that describes your business
- Set your working days and hours of operation
Optimization for GMB celebrities
- Receive high quality reviews
- Use high quality images
- Manage your online reputation well
Optimization for GMB proximity
It is practically impossible to influence a searcher's proximity to your company. However, there are some best practices that you can use to improve your chances of Google serving your GMB listing in search results.
One such best practice is to create separate landing pages for each of your locations if you have more than one company location.
Another tip is to take advantage of famous landmarks in your area. If you include this in your business description, your business will appear when users search using this landmark for reference. Here is any example:
Now that your GMB listing has been tweaked, we can now move on to other basic elements that you need to be right if you want your hyperlocal ad campaigns to give you a healthy ROAS.
Make sure your search is local and mobile optimization To the point
Local search engine optimization plays a huge role in the effectiveness of your hyper-local advertising campaigns.
Research from Google shows that mobile searches near me have increased by over 500% in the past few years.
Some tips that can help you with this are:
- Create hyper-local content (with location-specific keywords).
- Include your location in some of your URLs
- Create location-specific metadata
- Focus on long-tail keywords
- Optimize for voice search
- Add contact information to your website
In addition to optimizing for local SEO, you need to make sure that your website is mobile-friendly.
Most local searches are performed on mobile devices. If your website doesn't display properly on mobile devices, chances are you are losing your prospects. With hyperlocal marketing, a positive online user experience (UX) can help increase your offline conversions.
If your brand can rank high on local searches, it will be easier for you to win on hyperlocal marketing. So invest in the ranking of your local search terms and make sure that your potential customers get a positive UX online too.
Tips for creating hyper-local ad campaigns that get results
Are you ready to create hyper-local ad campaigns that are getting results?
Let's look at some tips that can help you achieve your marketing goals.
Use the right keywords for hyper-local campaigns
Keywords play a crucial role in the success of advertising campaigns. For your hyper-local ad campaigns to be effective, you need to focus on location-based keywords. Tools like Ubersuggest are ideal here.
When it comes to keyword research, however, stopping on the right keywords is only half the battle.
You also need to consider negative keywords.
These are keywords that you don't want your ad to appear on. This is because negative keywords serve no purpose in achieving your goals. However, they can be dangerous as they can drive up your ad spend.
Tap Into Local Culture
When making the copy for your hyperlocal ads, tap the local culture.
In short, use local stereotypes and incorporate local jargon when possible.
This will add a touch of personalization to your advertising campaigns. As a result, your prospects will feel safe in your location after viewing your ad.
Leveraging the local culture will also make your brand acceptable as a relevant part of the community.
This can increase brand loyalty.
Ride on the back of your competitors
In setting up your hyper-local ad campaigns, your greatest help may come from the most unlikely source.
Yeah, I mean your competitors.
How can they help you
Run campaigns near their locations.
Of course, for this strategy to work, you need to be able to demonstrate why you are the better option. You can do this by creating your Unique Value Proposition (MSRP) or offering an incentive.
One of the best examples of this strategy is Burger King's WhopperDetour campaign. Burger King drove traffic to their stores by offering app users Whopper sandwiches for just a dime while they were near (within 600 feet) of a McDonald's.
The best part about this strategy is that it will send your ads to people who are ready to make a purchase. Converting to paying customers becomes a breeze.
Target events in your area
People love events.
They love the excitement that builds up on an event they want to attend.
You can take advantage of this excitement by creating hyper-local ad campaigns that target these events.
Not only will this help you grab your target audience's attention, it will also help you capitalize on the excitement created by the event.
And every marketer knows that the happier they are, the easier it is to sell to a person.
Another benefit of targeting events is that it will attract people from areas outside of your location. This element helps to increase your brand awareness beyond your geographic area.
Marry H.yperlocal marketing with outdoor advertising
As the oldest form of hyper-local marketing, OOH (out-of-home) advertising uses display ads that are physically placed near your business. Examples of OOH are billboards and other forms of signage that you can use to attract attention and convey a marketing message to your audience.
While it may be old-fashioned, OOH has moved with the times and is now digital. With digital signage, you can continue your hyper-local online marketing campaigns offline. This ensures a better customer journey with higher conversion chances.
Hyperlocal marketing is a great way to drive traffic to your brick and mortar business. In this day and age where the competition for customers is fierce, you need to improve your game to meet your marketing goals.
And hyper-local marketing could be just the thing for your business.
While it may seem counterintuitive to market to a smaller audience, the benefit of hyperlocal targeting is that you improve your lead quality.
As a result, you'll reduce your cost per lead (CPL) while increasing your ROAS.
This is definitely an asset to any marketing playbook.
How was your experience with hyper-local advertising campaigns?