5 Tips to improve your Hyperlocal Marketing strategy Share via Varun Jain October 18, 2021 As the name suggests, hyperlocal marketing is a strategy to target customers in particular geographical areas and using the ‘near me’ feature on their mobile devices to look for a product and services. Generally, these restricted local areas are just a few blocks away from the customers. So, for example, if you search for ‘Chinese restaurants near me,’ Google will show you all the Chinese restaurants around your location that have optimized their businesses for hyperlocal searches. The idea behind hyperlocal marketing is to drive footfalls to the establishments from the neighboring areas. Unlike other forms of marketing, the cost of implementing a hyperlocal strategy is very economical as businesses do not have to invest tons of money to create extensive campaigns to attract consumers. Moreover, the shoppers who use this feature have a high purchase intent. According to a Google report, ‘near me’ searches have increased by over 200 percent in the last few years, signaling the importance for brands to optimize their businesses for hyperlocal searches. This blog will discuss the best practices that will help businesses to create a successful hyperlocal marketing strategy. Optimize Google My Business Listing To begin the hyperlocal marketing journey, brands will first have to optimize their Google My Business page. Therefore, when creating your listing, it is crucial that the page is optimized correctly and shows search results for ‘near me’ queries. To create an impactful page brand will have to provide detailed information about its establishment. To get the most out of their listings, brands should briefly tell about their business and its uniqueness while adding relevant keywords to the description. In addition, adding good-quality pictures of the establishment will help the customers to make a quicker decision. Moreover, your page should give a proper business address, contact details, the operating hours, and working days, so the customer is well informed and visits your store accordingly. Finally, brands should increase their visibility by choosing the primary category that sums up their goals, products, and services. Build Reviews Reviews play an essential part in the local search rankings. Any business that garners positive reviews for its products and services is bound to get ahead of its competitors. According to various research reports, more than 80 percent of customers make decisions based on positive reviews while visiting a local business. Therefore, local businesses that are vying to get traction from the nearby areas should look for ways to get the consumer to write a review for them, as that will help the brand grow. In addition, they can incentivize shoppers through discount coupons or free articles in return for reviews. Once they have sizeable positive reviews, they can showcase them prominently to get more business. Create Hyperlocal Content Marketers indulging in hyperlocal marketing should focus on creating hyperlocal content as it can help to increase their brand’s visibility in that location. For example, the content can talk about local shopping festivals, sporting events, or any other activity where they are participating. Additionally, brands can engage the users in online quizzes or trivia to create better engagement with them. But marketers should regularly analyze their content to make sure that it resonates well with their audience. Create Hyperlocal Advertisements To generate more sales and higher advertising ROI, brands can unite location-tracking features and geo-fencing that will allow them to target someone in a very specific location based on the user’s GPS. Researches have shown that this type of targeted advertising helps brands to generate tons of qualified leads. There are various ways to implement this strategy. For example, brands can target customers near their locations or when the user is online in tourist places like railway stations, airports, tourist attractions, or hotels. Companies can also target shoppers near their competitor’s location to remind them of the benefits of shopping at their store instead. Out-of-Home Advertising Offline marketing is an essential part of hyperlocal targeting. Brands can leverage the power of physical display ads by placing them in the vicinity of their business. OOH advertising includes billboards and other signages which can help grab the attention of the consumers. With the help of OOH, brands can continue to effectively implement their online hyperlocal marketing strategy in the offline world as well. To sum up, although hyperlocal targeting is primarily undertaken to address a smaller target group, it significantly improves the lead quality. An efficient hyperlocal marketing strategy is an excellent way to increase the brand’s local presence, enhance traffic to the offline store, and elevate the business to the next level.