Showing posts with label small business. Show all posts
Showing posts with label small business. Show all posts

The 3 Best Ways Your Business Can Utilize Hyperlocal Marketing

Tuesday, November 20, 2018

Small Business Marketing

In this globalized age, where internationally recognized brands’ marketing efforts spread far and wide, it can seem like the new industry buzzword ‘hyperlocal’ is a recent phenomenon. In fact, before the advent of the internet, TV, or radio — markets were very much hyperlocal in nature.

However, with today’s technology, marketing to micro areas can be done in a much more efficient and impactful way than merely shouting the loudest. With ‘Near me’ Google searches increasing by 500% from 2015 to 2017, this could be a strategy you can’t afford to miss out on. Not only this, but the recent change to the Facebook algorithm means generic blanket marketing campaigns are being trumped by hyperlocal, targeted efforts. Here are the top 3 ways your business can succeed in building local relationships through hyperlocal marketing: 

Hyperlocalize your social media strategy

The world has a staggering 3.03 billion active social media users as of April 2018, with 81% of all small and medium businesses using some kind of social platform. Marketing on social media has become a no-brainer for the vast majority of companies, but few of them are taking advantage of the benefits that adopting a hyperlocal strategy can bring.

Remind consumers of the rich value of their local communities by serving them hyperlocal content through social media channels. Digitalizing the daily smiles and friendly chats that consumers have in their local communities through a hyperlocal social media strategy can help you build relationships and brand trust.

This can be done on Facebook through regularly posting image and video content centered around your store, local employees, happy customers, and points of interest in the area. Facebook is also a great place to get local customer feedback, which builds trust between you and the target audience, like the guys at Five Guys did.

With Instagram, you can post updates to an event on your story, tagging local influencers involved and the location where it’s being held — which extends your reach to other people browsing content in the same area. Instagram’s ads are highly visible, with the potential to receive a lot of interaction when targeted properly. 

Tell local stories

It’s no secret that people identify with stories that have real people behind them, rather than just blanketed, soulless marketing messages. The effect of this is intensified further when those stories are hyperlocal, and could easily have come from anyone in your community. Hyperlocal marketing allows the consumer to feel like they’re buying into the personal. Take a look at gym franchise Orangetheory, which does a great job of showcasing users’ fitness testimonials in local settings on their Instagram, which keeps people engaged and localizes their marketing strategy.

Instagram stories serve the storytelling purpose perfectly, along with Instagram and Facebook Live videos, which are watched 3x more than traditional videos. Tweetstorms also work great for longer stories — where the account posts a series of tweets that consumers can follow with anticipation, often aided by including the same hashtag.

Go out and engage

Active hyperlocal marketing strategies that add value to their communities by engaging with local people are a sure fire way to build meaningful relationships with your target consumers. Just think about how much more memorable a brand is once you engage with it in a real-life way, while it’s doing something memorable in your community. By activating your employees to reach out to the community, your business can get people more than just digitally engaged with your brand.

Just look at the success of Sensodyne’s London event where it offered the public dental checks, the chance to play games, and photo opportunities with Tower Bridge as a backdrop — 232 people participated in a world record attempt, 600 goody bags were distributed, and the brand received 150 mentions, giving them a reach on social media of over 4,000,000.

Run events, or sponsor those already going on, and make sure to market these on your social media accounts, keeping your omnichannel approach seamless. Furthermore, 65% of consumers say that live events and demonstrations help them understand a product better than a standard commercial method — ultimately promising more sales.

With all this in mind, the many benefits that hyperlocal marketing can bring — not least relationship building and brand engagement — make it a strategy for success that your business can’t afford to miss. By framing your brand image around its local impact and local people, a culture of trust and loyalty can evolve between you, your employees, and your consumers.


-by Andreas F├╝chsel
Courtesy of MarTechSeries

Marketing Tip - Go Small

Monday, May 10, 2010

These are the days of new products, social networking and Web 2.0. If you want to leverage the best of these ideas and opportunities, think small!

We have many clients that come to us wanting to purchase our Real Estate Listing Software or have a great idea to start a new Social Network online. Some of those come back to us months later asking why they aren't making money, or why nobody is visiting - despite their marketing efforts, web design or money spent. These are the ones who've missed the "little" picture. They've gone global national.

Now that it's the year 2010, the web isn't as small as it used to be. What would have worked in 1999 isn't going to work now. For instance, if you want to start a National Real Estate Network online, you'll never compete with the big guys like Realtor.com who've been around for years, and have multi-million dollar budgets. However, if you start a real estate network for your specific town, county or small region - you've got something special.

As a websurfer, wouldn't you want to go to a site that specializes in JUST your city, your group or your product rather than one that has them all? If I'm looking to buy a house, purchase a solar panel or join a forum about dot-walking, I want to go to a website that covers just those items - not get lost in the rest of the stuff that's not important to me.

As we always say, websurfers have short attention spans, and if you don't give them what they want in just a few seconds, they next guy on Google gets their business.

So, think local, think one specialty product, cater to one audience. Make your customers feel special!