If you're here, you're probably familiar with local marketing and maybe even wondering if this thing called hyperlocal marketing is really just the same thing with a different name.
There are definitely overlaps. But if you run a business and your local marketing strategies haven't been yielding the results you need, keep scrolling — hyper-localized marketing could be what gets you back on track.
A helpful way to think about hyperlocal marketing is a megaphone that's build to specially to reach people around your business that you wish to target.
You speak, they listen.
No more wasted resources like time and money on audiences who live outside your target area or have no interest in the products or services you offer.
So if you're a local business owner looking to take your marketing to the next level, a hyper-localized marketing strategy can be your game-changer. Get ready to make a splash in your community, create a buzz in the neighborhood, and establish yourself as one of the locals' favorite business.
In this article, we’ll take a deep dive into hyperlocal marketing and tell you how to implement strategies that make you stand out from local competitors.
What is hyper-localized marketing?
Hyperlocal marketing is an advertising strategy with free and paid tactics that targets a specific geographical area with localized content such as ads promotions, and landing pages.
Because most people make local searches on their cell phones when they're out and about, making sure that your hyperlocal marketing campaigns are fully optimized for mobile experience is more important than ever.
Ever notice how when you run an online search for an authentic Italian pizza shop, for instance, the local search results page first shows you local options?
That’s because search engines like Google use your geographical location to show you pizzerias nearby. After all, you're much more likely to order from an establishment that's just a few blocks than one that's 10 miles away.
In the same way, many businesses need to market themselves in specific geographical locations to reach customers in those neighborhoods. After all, 98% of customers used the internet to locate and find out more about local businesses in 2022. That figure is hard to ignore for any business owner looking to increase foot traffic to their local business!
A hyperlocal marketing strategy allows marketers to focus on a small, niche audience and tailor their messaging to their unique needs and interests.
Some people see the word "small" or "niche" and get scared away or worried that a "small" number of customers won't be enough.
But think of it this way...
If you run a social media profile, would you rather have 100 followers that are all bots? Or 10 followers who actually engage with your posts in a meaningful way?
Hyperlocal marketing can be particularly effective for promoting small businesses as it allows them to build strong relationships with their local customer base and establish a sense of community.
And it can take many forms, including targeted social media advertising, local SEO (search engine optimization), offline advertising like personalized direct mail, email campaigns, and community events.
For instance, a restaurant might use hyper-localized marketing to target residents within a few miles of their business location with discounts or special offers. Similarly, a neighborhood coffee shop might invest resources into getting more reviews to boost local SEO rankings to attract more new customers!
Why is hyperlocal marketing important for your business location?
Hyperlocal marketing is important because it allows businesses to connect with their local audience in more personalized and meaningful ways. This approach often leads to increased customer loyalty, enhanced brand recognition, and natural word-of-mouth referrals within the community.
Let’s now take a look at some key benefits of hyper-localized marketing.
3 Key benefits of hyperlocal marketing
1. More cost effective
A hyperlocal marketing campaign can be far more cost-effective than traditional marketing methods. That’s because focusing on a targeted audience allows businesses to avoid wasting resources on broad marketing efforts that aren't likely to generate results.
Instead of casting a wide fishing net and hoping for the best, you're casting a line with an almost-perfect piece of bait with the goal of catching a specific fish.
That makes it especially significant for smaller local businesses with limited marketing budgets.
2. Builds community
Hyperlocal marketing strategy focuses on helping businesses build relationships with their local communities. By engaging in community events and sponsoring local organizations, businesses can establish themselves as trusted and valued members of the community.
This leads to increased customer loyalty and a stronger business reputation within the community.
3. Allows you to own your niche
Another benefit of hyperlocal marketing strategy is that it allows businesses to stay competitive in crowded marketplaces.
Being able to differentiate your local business from the competition is one of your biggest advantages to earning and keeping business.
For example, there are a ton of contracting software companies that marketing to all types of contractors. But AccuLynx markets themselves as the best roofing software for, you guessed it, roofing contractors.
Sure, they might be missing our on a bigger marketing. However, if you're a roofer, chances are high that you'll choose a company that knows your roofing pain points and needs intimately, which a generic competitor might not be able to do well enough.
8 Actionable hyperlocal marketing strategies for local businesses
Effective hyperlocal marketing strategies can make all the difference for businesses looking to attract customers within a specific geographical area. Here are eight actionable hyperlocal marketing strategies to help your business stand out in your local market.
1. Optimize your Google Business Profile listing
The Google Business Profile or GBP is a free tool provided that helps businesses manage their online presence across the search engine. You can optimize your GBP listing by adding information such as your company name, business description, services or products, address, phone number, business hours, Google Maps location, and photos.
Keeping your Google Business Profile up-to-date is very important because that's the information Google shows in response to search queries for your business, products, or services. Your business will show up in “near me” searches if you include accurate location-based information for your store.
2. Optimize your website for local search
Ensure your website contains relevant and accurate local information, including your business name, address, geotag, and phone number.
A whopping 64% of users prioritize being able to access business contact information easily. That means all relevant information should be accurate, up-to-date, and easily visible on the page so customers can get in touch with you without hassle.
It's also important to use location-based keywords in your website’s content to increase its visibility in local search results.
3. Use email and SMS marketing
Send personalized emails and text messages to your customers highlighting local promotions, events, and other activities. This approach can help build a loyal customer base by keeping them informed about the latest offers and improving engagement.
Text messages can be particularly useful in this context since 48% of consumers prefer brands communicating through SMS text messages.
NiceJob's Reviews and Referrals products, for example, use an SMS and email marketing drip campaign that's been tested and proven to generate local businesses 4x more reviews and up to 2x more customers.
Try NiceJob today!
The reputation marketing software that easily gets local businesses more reviews, referrals, and sales through word-of-mouth. 14-day free trial. No credit card required.Start Free
4. Create localized content
Create blog posts, videos, infographics, testimonials, case studies, hyperlocal ads to grow brand awareness, and other local content that is specifically relevant to your local community.
You can use your social media, website, emails, and even phone messaging to engage your community with interesting stories about your business, the people behind it, local events, and any other community-specific topic you can think of.
Creating content around these topics and using relevant keywords that locals are searching for lets you get your products or services in front of them.
Mighty Dog Roofing does localized content really well! They create specific landing pages for each business business local they have, which has a many benefits.
First, that specific business page will appear in hyperlocal searches. Second, they can use that location-specific landing page in targeted ad campaigns. Third, if someone finds Mighty Dog Roofing organically, they'll be happy to find a page that speaks directly to roofing services in their community.
5. Target nearby customers with hyperlocal ads
Expand your hyperlocal advertising efforts on social media platforms, Google Ads, flyers, billboards, and other digital advertising platforms to target customers within a specific geographic area. This can be done by targeting specific locations, zip codes, or even street addresses.
6. Offer local deals and discounts
A great way to bring more people into brick and mortar stores is to offer special discounts and promotions to local customers. Local deals and discounts can be created through applications such as Groupon or Flipp that advertise your ads on their respective platforms. Marketing for local discounts can be done through social media, email, or SMS marketing.
Don't forget the offline route either. You can put up physical coupons on message boards within a certain distance from your business or share coupons with other local businesses in your area to let them enjoy discounts you may offer.
7. Run hyperlocal social media campaigns
Creating hyperlocal campaigns on social media is a powerful way of targeting prospective customers in your immediate area. Social media platforms such as Facebook, Instagram, and Twitter provide a direct line of communication with your target audience, allowing you to connect with them on a more personal level.
Here’s what you need to do to create a successful social media campaign for local marketing:
Identify your target audience, understanding their interests and preferences.
Create relevant and realistic buyer personas based on insights about your core audience.
Develop a social media content calendar that includes a mix of promotional, informative, and engaging posts tailored to your local audience.
Use location-specific hashtags, geotags, and other local marketing tools to make your content more visible to your target audience.
Partner with other local businesses or influencers to reach wider audiences and increase your credibility within the local community.
Track and analyze your social media campaign performance to understand what works and what doesn't and make adjustments accordingly.
Make sure your campaign is optimized for mobile devices because that is where a lot of search traffic is generated.
8. Join local listing directories.
Joining relevant local business listing directories is very important for hyperlocal marketing. These directories provide a platform for businesses to be listed and discovered by potential customers in their areas. They also offer several benefits, including increased visibility, improved local search rankings, and a stronger online presence.
Listing your business on local directories such as Yelp, Yellow Pages, Angi, Bing Places, and other niche business directories can help extend your reach among local customers looking for the products and services you offer.
Just like you would for your Google Business Profile, make sure to optimize your listings on these business pages with accurate information about your business, including your business location, phone number, website, business hours, and reviews.
This helps establish trust and credibility with potential customers. Regular reviews from customers help improve your reputation and build long-lasting customer loyalty.
Local business examples of hyper-locaslized marketing
Here are a few examples of small businesses leveraging hyperlocal marketing to spectacular effect:
Other Half Brewing Co. (Brooklyn)
The Other Half Brewing Co. is a craft brewery located in Brooklyn, New York, that is known for its amazing line of draughts and beers. When it comes to their online presence and website, they've taken a creative approach to optimize it for their local market.
Their website features separate and optimized landing pages for each location where they have a presence. This allows customers to easily search for their nearest Other Half Brewing Co. location.
Each location-specific webpage provides information about the hours of operation, menu offerings, and directions. They also have a carefully written "About" section on their website that provides information about each of their locations, upcoming events, and origin story.
In addition to its website, Other Half Brewing Co. has a strong social media presence, particularly on Instagram. The platform showcases their latest beer releases, announces upcoming events, and shares behind-the-scenes glimpses of the team.
In short, the company has taken steps to optimize its online presence and website for the local market, resulting in its status as one of New York’s top breweries.
Damn Fine Coffee Bar (Chicago)
The Damn Fine Coffee Bar is one of the more popular coffee shops located in Chicago. It’s known for its unique coffee blends and cozy atmosphere.
A key aspect of their online presence is their Google Business Profile, which displays accurate and up-to-date information about their business, including their business address, phone number, business hours, and customer reviews. They also regularly update their profile with photos of their coffee, food, and their interiors.
In addition, Damn Fine Coffee Bar also has a strong presence on other local listings such as Yelp and TripAdvisor. They respond proactively to customer reviews and feedback in a way that shows a strong commitment to customer satisfaction and engagement.
The company's website mentions its business location prominently on the home page as part of its effort to show up in hyperlocal searches. Their business address, work hours, and geotag are all visible on the same page.
The Bar’s Instagram page frequently features local artists, behind-the-scenes photos of the crew, and gorgeous photos of their menu items. Anyone looking for a local coffee shop in Chicago would find Damn Fine Coffee Bar’s online presence quite stellar.
Manage your online reviews with NiceJob
Reputation marketing is a key component of hyperlocal marketing. The more reviews you get on your website, Google Business Profile, and other listing websites, the more customers will trust you and your products. And the more opportunities you'll have to request promising referrals.
Managing a business's online reputation, however, is no easy task.
Thankfully, NiceJob's reputation marketing platform takes the manual work off your plate and fully automates the review and referral request process.