Hyperlocal marketing – is it for you?
Posted on 26th April 2021
Many businesses advertise on an area-wide basis but for some this isn’t local enough.
Some advertisers are improving their return on investment by focussing on local areas with specific messages.
This ‘hyperlocal’ marketing targets prospective customers in the places where they are most receptive: at home, at work, and at local shops in their neighbourhoods.
We thought it would be interesting to take a closer look at what hyperlocal marketing is, why it can be so effective, and how you can do it.
Hyperlocal marketing – what is it?
If you’ve ever found yourself looking for a specific type of business when you’re out and about, you’ve probably already made a hyperlocal search yourself.
Hyperlocal marketing involves targeting your prospective customers in very specific geographic areas. The intention is to attract the type of people who are making ‘near me’ searches on their mobile device.
Google says that ‘where to buy’ searches with ‘near me’ grew by 200% in 2019 and almost half of all searches are local. Eight out of 10 people who carry out a local search on their smartphone will visit a store within a day. Almost nine out of 10 people will look up your business on Google maps, so where you are matters to them.
You won’t want to miss opportunities like this, so make sure you will be found in the right place at the right time with messages that are clearly relevant to the local area.
Why run a hyperlocal marketing campaign?
If you are locally based, hyperlocal marketing will bring customers to your door. Even if you don’t have premises, but prefer to work in a specific area, it can help you to find the local customers you want.
You can take a multi-channel approach by making sure your Google My Business profile is up to date, that you are listed in local directories and, of course, that you advertise in local magazines and take advantage of their online editions and social media presence.
Being discoverable online is important, but experts are predicting that ‘research online, purchase offline’ (ROPO) is a growing trend as interest in buying locally increases.
Google itself has been intentionally shaping local searches for some time. For example, there are now fewer Google Maps results, but they are prioritised for near-me searches. They have also started to offer ‘discover more places’ on search engine results pages.
Local markets are for everyone
So, in answer to our original question ‘is hyperlocal marketing for you?’ we think the answer is definitely ‘yes’. During the coronavirus pandemic buying locally has become more popular that ever.
Please get in touch to find out how advertising in Pulse magazine and our business titles can help you reach your local audiences.
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