Most businesses in this day and age use the
Internet for business activities, especially for marketing.
E-commerce has become a widespread concept
and has become a major part of shopping. Research shows that it accounts for
(find a study).
But, even with the widespread nature of e-commerce,
brick-and-mortar shops and in-store purchasing still exists. In fact, studies
have shown that Americans still spend 60% of their shopping budgets on in-store
purchases.
How then do brick-and-mortar shops get more
foot traffic to their stores?
This is when hyperlocal social media
marketing comes into place.
Today, we will be covering this so that you
can learn a lot and start implementing them for your business.
For that, we are going to cover;
1.
Hyperlocal marketing.
a.
What is hyperlocal marketing?
b.
Why is hyperlocal marketing
important?
c.
Examples of hyperlocal
marketing.
2.
Social media marketing.
a.
What is social media marketing?
b.
Why is social media marketing
important?
3.
Hyperlocal social media
marketing.
a.
What is hyperlocal social media
marketing?
b.
Platforms for hyperlocal social
media marketing.
c.
How to get started with
hyperlocal social media marketing.
d.
Challenges you may face with
hyperlocal social media marketing.
e.
Ways of overcoming the
challenges of hyperlocal social media marketing.
f.
10 best hyperlocal social media
marketing strategies.
g.
Implementing hyperlocal social
media marketing strategies.
h.
Conclusion.
Hyperlocal Marketing.
A. What Is Hyperlocal Marketing?
Hyperlocal marketing is a targeted
marketing strategy that focuses on an audience within the local area or
vicinity of a business who are looking to buy a product or service offered by such
businesses.
Hyperlocal social media marketing is the process of creating a marketing
campaign that targets people from a specific geographic area.
This typically involves leveraging geo-targeting to deliver paid ads to
people living within a certain radius of the business’s physical location.
Hyperlocal marketing is a form of marketing
or business promotion that focuses on getting more walk-in customers. And to do this, they zero out all the people
in a particular geographical radius around them.
This form of marketing is mainly practiced
by brick-and-mortar businesses or businesses with a physical location.
B. Why Is Hyperlocal Marketing Important?
I.
You Get To Take Advantage Of
‘Near Me’ Searches.
Hyperlocal searches have surged in popularity
in recent years.
According to Think With Google, a whopping 76% of people who conducted a local search visited a
related business, and 28% of those searches resulted in a purchase.
In recent years, people have become accustomed to making a ‘near me’ search
on the internet be it via Google and other internet and social media platforms.
The businesses they find are usually the ones that are practicing
hyperlocal marketing.
Or, how else would they be found on the internet for that search query?
II.
Lead Quality.
When a business acquires a customer via
hyperlocal marketing, they usually make a lot of conversions from such
customers as customer retention and repeated purchases are made when there is
nearness.
Another thing to consider is that there is
always a high purchase intent with customers that are gotten via hyperlocal
marketing. This is a big confirmation of quality leads.
III.
Lower Advertising Cost.
One thing to know is that the cost of
running a hyperlocal marketing campaign is really low.
IV.
Cost Effectiveness And High
ROI.
When you take into consideration how much
is spent on hyperlocal marketing in comparison to the number of customers and
revenue it generates, you will find out that this strategy is pretty effective
as there is a high return (ROI).
This is majorly because hyperlocal
marketing makes repeated purchases easy on both the part of the customer and
business owners.
V. Ease of Replicating Success
Hyperlocal
marketing can essentially serve as a test run for your marketing campaign, with
the target audience being your focus group.
The
success of your marketing campaign for a specific area can then be replicated
for other areas with a much lower risk of failure.
It’s
a cheap and effective way to test different strategies and marketing materials
instead of risking it all in one big campaign.
C. Examples Of Hyperlocal Marketing.
Social Media Marketing.
A. What Is Social Media Marketing?
The once jolly age of using social media
for just some fun and communication is long gone and social media has become a
very important part of most businesses and their marketing strategies.
These series of changes and evolution have
led to the birth of social media marketing.
That brings us to answering the question,
what is social media marketing?
Social media marketing is the utilization
of social media channels to connect with an audience via a series of content
and community engagement for the sole purpose of increasing profits (i.e.
marketing).
Social media marketing is basically digital
marketing.
But, unlike other styles of digital
marketing, social media marketing takes a step further by trying to communicate
with the audience at a much more personal level.
For more information, see is social media
inbound or outbound marketing. [input link].
Why Is Social Media Marketing Important?
1.
You get to reach a wider
audience.
2.
It makes inbound and outbound
marketing easy. [add link]
3.
It makes brand awareness easier
to build.
4.
Communication is made
effective.
5.
There is room for
personalization.
Hyperlocal Social Media Marketing.
A. What Is Hyperlocal Social Media Marketing?
Hyperlocal social media marketing is a
marketing strategy that leverages social media platforms and internet forums to
target an audience within their geographical region for increased traffic,
better lead quality, and satisfaction.
It focuses on promoting a business’s product or services to an audience
in a localized geographic area.
Just
like in hyperlocal marketing, this type of marketing is often used by small
businesses or business locations that benefit from reaching customers in their immediate
vicinity.
In the
present times, businesses are hoping on this trend/opportunity because this is
a major way of integrating online marketing with brick-and-mortar establishments.
It is
because of this integration that this marketing strategy is most used or
leveraged by businesses with a physical location.
Platforms Suitable For Hyperlocal Social Media Marketing.
To
ensure maximum capabilities and success for a hyperlocal social media marketing
campaign, you have to consider platforms capable of geotargeting and just how
good they are.
Here are some platforms that are suitable
for geotargeting and hyperlocal social media campaigns.
1. Social media platforms.
a. Facebook and Instagram (Meta social media platforms):
These two social media platforms are the
giants of social media platforms. Facebook and Instagram basically run the
world of social media and online advertising.
Because these two social media platforms
are the major cornerstones, it is no wonder or surprise that they are perfectly
and actively capable of advertising and geotargeting.
These two platforms basically make
geotargeting and hyperlocal marketing easy.
If you plan on using their advertising
platforms you can simply add the areas you want your advert to cover in the
features of the advert.
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If you do not plan on spending on their
advertising platforms and you just want to post organically, you can simply
make use of hashtags based on your location.
b. Twitter (now known as X):
Twitter has become one of the biggest
social media platforms on the internet over the years. Presently, Twitter has a
user base of 353 million users.
With such a large user base, reaching a
large audience has become easy. Not only is there the ability to reach a large
audience, but you can also filter these audiences based on location.
Either by using hashtags when carrying out
inbound marketing.
Image based on the above sentence.
Or when using its advertising platform for
outbound marketing.
Image-based on the above sentence.
c. LinkedIn:
This social media platform is basically the
best for business activities. It is a business-focused platform.
LinkedIn allows businesses to reach other businesses or professionals in
specific industries.
Its community features, such as groups and events, provide ways for
businesses to connect with local professionals and businesses and a deeper
level. This is a
very good means if you try to use it in your inbound marketing strategy.
For an
outbound marketing strategy, LinkedIn’s advertising platform is a good one.
2. Search engines:
a. Google:
Google is the biggest search engine on the
internet. This search engine is basically used by all internet users.
Google accounts for a whooping percent of
the internet. (check the percent).
When we then speak of hyperlocal marketing,
google cannot be excluded. This is because the popular ‘near me’ search is very
peculiar to Google.
If you read this blog post from the
beginning, you find out that hyperlocal marketing is only possible because of
internet users who want to find businesses near them to make a purchase. In
other words, people that make the ‘near me’ searches.
A business can easily position itself on Google
for its hyperlocal marketing strategy. This method really proves effective and
in later paragraphs, we will discuss more on it.
How To Get Started With Hyperlocal Social Media Marketing.
To get started with hyperlocal social media
marketing as a business owner, you need to follow the steps listed below.
1.
Do thorough research on your
location/ the areas you want to target.
2.
Find the best platform that
suits your niche.
3.
Develop your business to suit
your audience.
4.
Set your goals.
5.
Pick your hyperlocal social
media marketing strategies.
1. Do a thorough research on your location.
To begin hyperlocal social media marketing,
you first need to assess the location of your business or the areas you are
targeting thoroughly.
You need to get a good grip and
understanding of your location. To do this, you need to ask yourself the
following questions;
I.
What primary geographic
area do you want to focus on?
Identify the specific cities, neighborhoods
or localities you want to target.
II.
Which locations have
shown interest in your product or service?
Analyze your customer data for this.
III.
What are the
demographics of your target audience?
Check out the age, gender, income
level, and other relevant demographic factors of the local population.
IV.
What are the interests
of the audience you are targeting?
V.
Who are your major
competitors in that area?
2. Find the best platform that suits your niche.
Once you've determined your target, the next step is to choose the best platforms, be it
social media or search engine.
For e-commerce brands, platforms like Facebook and Instagram can target
individuals with interests connected to a geographic location.
Brick-and-mortar stores can benefit from using a combination of
Facebook, Instagram, and TikTok to target the local community surrounding their
physical location
and creating engaging content with local relevance will attract potential customers
in the vicinity.
For B2B companies, LinkedIn is an excellent platform for hyperlocal
marketing. Utilize its precise ad targeting capabilities to reach specific
companies, job titles, and industry professionals.
To find the best platform to target your niche for hyperlocal social
media marketing, brands can ask themselves the following questions:
I.
Which platform is popular among your target audience?
II.
Which platform offers the most advanced targeting options.
3. Develop your business to suit your audience.
Developing your business to suit your
audience doesn’t mean you should change your business completely because of
your audience’s preferences.
You can simply develop a certain aspect of
your business so that it becomes more welcoming for your target audience.
A typical example of this is McDonalds.
They successfully created a hyperlocal marketing strategy in the form of local
menus.
For instance, you could get McKroket in the Netherlands, Patatas Deluxe
in Spain, and a Dosa Masala Burger in India.
This is
a perfect example of developing your business to suit your audience.
4. Set your goals.
This is a very important part of all
business and marketing strategies. To get started and on your way to hyperlocal
social media marketing, you need to set your goals and desired outcomes for
wanting to implement the strategy.
5. Pick your hyperlocal social media marketing strategies.
This is the last and final step to start
your hyperlocal social media marketing campaigns. It involves assessing a
number of strategies and choosing the one that best suits your business.
In further parts of this post, I will
outline and explain some of these strategies.
Challenges You May Face With Hyperlocal Social Media Marketing.
1. Limited reach.
The whole idea of hyperlocal social media
marketing is based on targeting a specific location. And we all know that a
specific location cannot have an infinite amount of people in it.
This is the limiting factor of hyperlocal
social media marketing.
2. Limited
Resources
Hyperlocal social media marketing can require a significant investment
of time and resources, particularly for small businesses with limited budgets.
Creating high-quality content, monitoring social media activity, and
engaging with customers can all be time and resource consuming tasks that only a
number of businesses can handle.
3. Privacy issues related to collecting and using user data for hyperlocal targeting.
When
carrying out hyperlocal social media marketing, there are often some problems
that come with privacy and user data.
4. Maintaining
brand consistency across multiple locations.
5. Differentiating
your business in a crowded local market.
Standing
out and making a difference in a local market with quite a lot of competitors
often proves as a major problem with hyperlocal social media marketing.
Ways Of Overcoming The Challenges OF Hyperlocal Social Media Marketing.
1. Limited reach:
This
problem is one that is basically unsolvable in the hyperlocal social media
marketing space. To avoid being put in a tough corner by this, try to make the
best of your audience.
2. Limited resources:
This is unavoidable
when you do not have enough resources. It is best to start hyperlocal social
media marketing when you have enough resources.
3. Privacy issues related to
collecting and using user data for hyperlocal targeting:
To avoid
and overcome this problem, you simply have to adhere to data privacy
regulations.
4. Maintaining brand consistency
across multiple locations:
To
overcome this challenge as a business, you should try to balance your posting
and updating across different platforms and locations.
5. Differentiating your business in
a crowded local market.
To avoid
this challenge, simply create an offer or do something that makes you unique
amongst competitors.
10 Best Hyperlocal Social Media Marketing Strategies.
(8 for
social media and 2 bonus tips)
Now that
you have gotten enough information to start a hyperlocal social media marketing
campaign for your business, here are some strategies for you to pick from and
utilize in your campaigns.
Let’s
begin.
1. Create More Localized Content.
It is a
common practice to create posts that are well suited to a particular
geographical area for hyperlocal social media marketing or geotargeting.
It can
be done by simply making adjustments to the copy of your already posted videos.
A much better way though to create more localized content is to actually create
content that mentions a hyperlocal audience and caters for their needs and
desires.
To make
this strategy work, you are to simply highlight a problem that you know is
peculiar to your hyperlocal audience or that they face on a regular basis and
then, highlight how your business can be of help to them or better still, how
it can solve their problems.
2. Make Use Of Local Hashtags.
Most
social media platforms have or make provisions for hashtags and these can be
very useful when launching a hyperlocal social media marketing campaign.
Hashtags
are a major way to get to a specific audience on social media platforms
nowadays.
Using
local hashtags i.e. hashtags that include a specific geographical area is a
very good strategy for hyperlocal social media marketing. This makes it really
easy to reach the audience you want to find and it is really cost effective.
This
strategy complements the first one very well and when they are used together,
they form a great hyperlocal social media marketing tag team.
In other
words they work hand in hand to form a great strategy.
3. Use Hyperlocal Geolocation Tags in Your Posts
Geolocation tags are another great way to ensure that your social media
posts show up in relevant searches for specific locations.
They’re particularly useful on platforms like Instagram, where the tags
will show up under the “Places” tab for different searches. If someone clicks
on one of these location tags, it will display all the popular posts using that
geolocation tag.
To get more hyperlocal with this tactic, make sure to use geolocation
tags for specific neighbourhoods instead of the generic city-based tag.
For example, the following Seattle-based realtor uses a hyperlocal
geolocation tag for some of the homes that she’s listed. So, the posts will
show up in searches for their respective neighbourhoods such as Ballard or
Queen Anne instead of Seattle in general.
4. Promote Localized Offers and
Deals.
Another
strategy to get more foot traffic into your business is to create offers and
deals that are suitable and usually only accessible by people in those areas.
The
offers may include giveaways that are only redeemable when they come to the
store in person, in store discounts, freebies, experiences and other attractive
offers.
These
offers can be very effective in generating foot traffic from social media to a brick-and-mortar
business.
5. Show Your Participation In Local Communities.
A common way of practicing hyperlocal
social media marketing is to join local or community based platforms, showing
your participation and helping them genuinely.
In order to make this strategy to work, you
need to first solve the problems of the people in those community groups and
then, when you get the chance, you recommend your product to them.
This strategy helps you to find an audience
via forums on social media platforms and then connect to them in a manner that
helps you make more sales.
6. Partner With Local
Influencers.
Local influencers or people who are popular
in a particular locality can help you in your hyperlocal social media marketing
strategy.
Every local community has a few individuals that everyone looks up to.
Whether it’s a local community leader, athlete, entrepreneur, or activist,
having them vouch for your business is an excellent way to win people’s trust.
When you feature or partner with a local
influencer, you can easily reach the audience of that local influencer. In
other words, an audience from the area you are targeting and also gain their
trust.
7. Posting Some Local Familiar Faces To Build Your Community.
Sometimes, you do not need to feature a
bunch of public figures to get your hyperlocal social media marketing campaigns
to go really well.
Just highlighting some of your regular
customers and posting them on social media is sometimes just enough to reach a
local audience and build some level of trust and traffic to your business.
8. Use Location Based Campaigns On Social Media Advertising Platforms.
Since 2007, most social media platforms
have launched an advertising platform where people can pay to get their
messages seen by a massive audience.
These advertising platforms have quickly
evolved over the years. One of the best innovations of these platforms is the
ability to target people from a particular location.
This innovation has given room for
hyperlocal social media marketing strategies, making it easier and more
accurate than ever before.
And that is why, business owners like you
can then leverage these advertising platforms for your businesses and in your
hyperlocal social media marketing strategy.
This is definitely a strategy that all
business owners would want to use and leverage once they have a budget.
9. Create A Google My Business Profile.
Listing your business on Google Business Profile should be a
top priority for your hyperlocal marketing campaign.
Using Google My Business lets you show up in local business search
results pages, get enquiries and leads from it, answer questions about your
products or services, and promote your sales, promotions and events.
If any
hyperlocal marketing strategy works like a spell, this is it. This strategy for
hyperlocal marketing has the ability to get the best results for your business.
Google
has the largest internet userbase and this strategy helps you to take the most
advantage of it.
10.
Optimizing Your Website For Local SEO.
Simply
creating a google my business profile is not enough to get the most out of
‘near me’ searches.
You need
to optimize your business’ website for search engines, and make them mobile
friendly.
Do you need help with hyperlocal marketing for your business?
Contact
us at Adex Media (this is our blog), we will always be ready to help your
business with hyperlocal marketing and any other form of marketing.
Don’t
worry, our team of experts have your best interest in mind.
Conclusion.
If you
just skipped that masterpiece and now reading this, go back and read it all
then you are welcome to read this conclusion.
Lets
begin.
As a
business owner, you should now have a good grip of hyperlocal social media
marketing.
You should now know its ins and outs and you
should be able to implement some of these hyperlocal social media marketing
strategies for your business.
I hope
you found this blog post useful. Do well to implement these strategies for your
business.
Don’t
forget to share so that others can have this useful information.
If you
have any questions, feel free to leave them in the comment section.
Byee.