What You Need To Know About Hyperlocal Marketing
If you run a business that targets a specific location, it’s not enough to have a responsive web design; you should also consider using hyperlocal marketing techniques.
It is important to focus on the right audience to increase your sales. It would be useless to get millions of new visitors to your website if none of them need your products or services. You can market to them to your heart’s content and get zero sales.
Unfortunately, many businesses do this. They have websites that focus on the wrong traffic. The result? They end up not achieving their financial goals and wonder where they have gone wrong in marketing.
Considering the fact that you want to use your website to reach your intended customers, you need to focus on the following factors.
- Target the customers who are likely to buy from you.
- Focus on the region where your products and services are needed.
- Understand the needs of the people within your targeted area.
- Find something that puts your business ahead of your competitors.
To be sure of the best results, it is important to focus your marketing activities on specific areas. This is the principle behind hyperlocal marketing.
Here are sure ways through which you can succeed with this.
1. Leverage on the power of mobile sites
Since most of the people will be searching for information in your locality, do not forget that they will be using their mobile devices.
Most of them will be searching from their homes, at school in the offices, or even when traveling. The only way you can be sure to tap into this potential is by making your site mobile friendly, which means using a responsive design for your website.
Optimize your website so that it can be easily found through local search results. This modification alone will definitely bring you more traffic than you can imagine. Since it will be targeted traffic, conversions will be higher, too.
2. Include a clear address and contact information in your website
Anyone who finds you through an online search definitely knows the city or suburb where you operate from.
It is therefore much more important to let them know about your physical address rather than just mentioning the city.
Of course, they may find you through online and offline directories. However, save them the effort (and reduce the risk that they will go to your competitors instead) and make it easy for them to find you. It is as simple as putting your address at the top corner of your home page or including it in the About Us section of your website.
3. Use local keywords in your website content
When optimizing your website, using keywords makes your content rank higher in search results. However, when it comes to hyperlocal marketing, you need to think beyond that.
You need to know that it no longer makes sense to use keywords just because they are popular in your niche. Instead, use keywords that are popular in your targeted area. Start by finding out the phrases that they mostly use when searching online.
You also can use your location closer to your keywords so as to be among the first results that show up in the search results.
4. Involve your community in the marketing activities
You cannot attract local buyers when there is a big distance between you and them. You need to pull them closer by getting involved in what they do.
To be successful in this, you should be present in public events especially those that are related to your business.
Show involvement in these activities and the locals will start identifying with your business.
Among other examples of getting community involvement, you can sponsor school or community activities, events for charity, and other similar activities. Your logo or brand will be seen by thousands of people, and if the media were to cover it, you would definitely get a lot of exposure.
You don’t even need a big investment; some activities just require you to provide your own products for a giveaway, a minimal amount for trophies, or a venue for their activity. In return, you will get so much more.
Also, if you can give out promotional merchandise such as branded shirts, calendars, and other items with your logo, it will contribute greatly to market your business.
5. Know the geographical distance of your customers
It is not easy to market to your local customers if you do not even have the basic geographical facts about them. How far are they from your business? How many are they? What percentage is likely to buy from you?
You should know these facts because they also help you to plan for the marketing campaigns. For instance, if you want to give away branded shirts, you need to have an approximate number of people who will get them. You also should know something about their lifestyles.
With hyperlevel marketing, you need to abandon the general approach and narrow down to the specific. You have to stop creating website content for the entire world and start communicating to the local community that is likely to buy from you. Having a responsive web design won’t matter if you don’t have this basic factor in mind.
At the end of the day, it helps you to streamline your operations and maximize the profits. Take time to know what the locals expect from you and you will be rewarded with loyal customers and higher chances of getting repeat sales from your local audiences.
To see how a mobile company used hyperlocal marketing, watch the following video.