Before, online searches were popular for buying items we couldn’t find nearby. But now — well, nearly everyone heads to Google first, even if they’ll end up buying from a store just blocks away.
Hyperlocal marketing aims to capture these local searchers and convert them into foot traffic. It’s precisely what we do for all kinds of small businesses throughout Connecticut. It’s a tool that can certainly help your business drive more customers through the door.
And, now, we’re going to introduce you to how it works.
Rundown of hyperlocal marketing
Hyperlocal marketing refers to targeting your paid and organic marketing efforts to a highly specific geography, typically just a few blocks or streets. This approach means:
- You don’t waste your budget on unqualified prospects
- You promote your business to people within convenient walking or driving distance
- You can target areas with high demand
- You can localize marketing campaigns for each area you serve to boost performance
- Your business is visible to prospects with high purchase intent
Additionally, because the eventual customers are nearby and face minimal barriers in making further purchases, they may have a high lifetime value.
Geofencing and geo-targeting both contribute to the precise targeting’s effectiveness, which we’ve covered in more detail. In essence, they pinpoint the campaign to your specific geography and restrict it to the area.
Hyperlocal marketing channels
Most channels used for national or broadly targeted marketing campaigns can scale down for hyperlocal marketing. Here are some that your business can use.
When your website is visible to potential customers within the locale, there’s a higher chance that they’ll discover your business.
One critical advantage of local SEO is that you don’t have to keep investing large amounts to get results. Of course, you’ll have to maintain a continually optimized website. But the costs end up far lower than those of running non-stop paid media ads. And you’ll see returns for longer.
Not all prospects go on to be customers after one interaction with your brand. More touchpoints are often necessary. And email is ideal, since it’s a free and personal way to nurture customer relationships.
Some prospects may have gone on to patronize a competitor after, say, an initial Google search. If they interact with your business enough for you to capture their details and add them to your list, you can demonstrate higher value in your communications.
And, best of all, email marketing is cost-effective while offering a high ROI. Research from Litmus shows for every $1 a competent email marketing team invests, they can expect $42 in return.
PwC’s Entertainment and Media Outlook reveals that, following a doubling of the figure in 2020, nearly 32% of American households use ad-supported video-on-demand services.
Undoubtedly, some of those viewers are near your business. Connected TV and OTT ads also offer extensive tracking for weighing performance and iterating.
Plus, Connected TV advertising is generally less intrusive and better received than traditional TV ads. The just-mentioned PwC report also reveals that OTT advertising revenue was up an impressive 26.2% in 2020.
Tap GeoReach for your business’ fruitful entry into hyperlocal marketing
At GeoReach, we leverage digital marketing to help businesses reach their closeby target audience and bring them to your doorstep. If your new-found appreciation for hyperlocal marketing is turning into a desire to see its potential for your business, reach out. Our team would be excited to discuss the value you can bring to your business with this approach — in light of your specific situation.
Set up a consultation with us today and we’ll discuss how to make hyperlocal marketing the next pillar supporting your business’ success.