- Real Estate
- Food & Drink
Aug. 29, 2018
This paid piece is sponsored by Click Rain.
By Melissa Prostrollo, senior marketing engineer
Though the term is relatively new, the concept of hyperlocal marketing is as old as marketing itself. Creating awareness of your business in your immediate area with the intention of generating foot traffic and sales – that is hyperlocal marketing.
Now, with advanced precision for local targeting online, hyperlocal marketing has gone digital. Online, hyperlocal marketing is targeting customers in a highly specific, geographically restricted area to increase foot traffic. Often, hyperlocal marketing involves targeting people who are conducting “near me” searches on their mobile devices.
How do you make hyperlocal marketing work for your business?
First, get your house in order. Your “Google My Business” listing should be comprehensive and compelling to show what your business is all about. Make sure your address, contact information and business category are accurate. Don’t forget about hours of operation – this is a must for accommodating foot traffic. Build out your profile to make it enticing with a business description, images, videos and even periodic posts about your business. And reviews are a must! With 90 percent of consumers reading online reviews before visiting a business, their impact really can’t be overstated.
If you’re advertising with Google AdWords or on Facebook, hyperlocal is already within reach. Bring your targeting into the hyperlocal sphere by targeting a tight radius around your storefront and including “near me,” which is so prevalent in Google searches on mobile devices.
Once you’ve conquered the basics, trying out some of the new hyperlocal ad platforms can be beneficial. With 100 million monthly users spending an average of 11 hours a month using the turn-by-turn car navigation app Waze, hyperlocal advertising opportunities abound. Registering your neighborhood business and sponsoring posts on the neighborhood social networking site Nextdoor can make you part of the local conversation and can add valuable word-of-mouth endorsements from trusted neighbors. And with programmatic advertising now able to drill down to the level of targeting people who are currently in your competitors’ storefronts or people who have driven by your location, there’s almost no limit to the level of hyperlocal segmentation that you can achieve.
With advanced precision for local targeting online, hyperlocal marketing has gone digital. From the basics to the cutting edge, these are the tools you should consider using.