hyperlocal marketing

Let's Get Hyperlocal

5 Ways Hyperlocal Marketing Will Help Small Businesses Rank Higher on Facebook

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Have your social media efforts got you feeling like you’re on an emotional roller-coaster lately? Guess what, you’re not alone! Between algorithm changes suppressing branded content, to the increasingly rising cost of social media advertising, it can feel impossible to get your message out there. Alas, there is a silver lining! Facebook has announced that changes to the New Feed will now favor content from local publishers (in addition to serving up updates from friends and family), in order to reduce noise and offer accurate, relevant information to its users.

So, what does this mean for small businesses and local publications? Well, it’s great news, actually! According to Facebook, the platform will now “show more stories from news sources in your local town or city. If you follow a local publisher or if someone shares a local story, it may show up higher in News Feed”. Awesome! Now what?

First things first, let’s consider the idea of hyperlocal marketing. While hyperlocal marketing may sound like another buzz term, it’s actually a very savvy way of reaching your immediate audience in a genuine, engaging way (check out our blog on the basics of hyperlocal marketing here). Knowing that Facebook is now putting more [algorithm] stock into localized content and local publishers, we are seeing great opportunities to leverage hyperlocal strategy to boost awareness.

Here are a few ways to get into the hyperlocal game: 

Geo-Tagging: Always geo-tag your content. This is the most basic tactic in your hyperlocal arsenal. Publishing a status update, check in. Posting an article, check in. Sharing a photo, check in. Any time you check in and tag your location, Facebook will know to serve up your content to your local audience.

Geo-Targeting & Geo-Fencing: Running ads? Be sure to target your immediate area. With Geo-targeting you can promote your message to people in specific locations, with distinct characteristics and backgrounds. Have a specific product or special you’re looking to promote, consider Geo-Fencing. This allows you to draw a virtual fence around a particular area. For example, if you’re a local bar near a stadium, you might want to geo-fence your ad to be served up to folks who are attending the game.

Notifications & See First Feature: Ask your community to check the “See First” option on your page. This will allow your followers to see your content when it’s published, allowing them to stay up to date.

Talk the Talk: Stay up to date on things happening in and around your immediate area. Your value as a local source lies in your ability to capture the essence of your city or neighborhood. Use your surroundings as inspiration to talk about your brand or your products. By investing in your local community, you are showing Facebook that you are a valued source (which in turn helps you rank better against the algorithm). Speaking of community…

Build & Nurture Your Community: Your community is at the heart of your success. These are the people who follow you, engage with you and share your content. The more you acknowledge your followers and fans, the more likely they are to recommend you to their peers. When your followers engage and share your content, your reach and visibility is given a much needed boost. Learn more about community building here.

 

Want to learn more about ways to boost your Facebook presence? Reach out! hello@vantagepointsf.com 

What the %&#$ is Hyper-Local Marketing?

“Okay, what the %&#$ is hyper-local marketing”, you might be asking yourself. At face value, the term “hyper-local marketing” brings about images of kids with lemonade stands or maybe your neighbor plastering the neighborhood with garage sale posters, but in reality, it’s a lot more interesting than that. Let me explain.

The idea and practice of hyper-local marketing is actually a relatively new thing. As the practice of digital marketing continues to expand and evolve, we are finding new ways to reach and engage with our audiences, in more meaningful ways. Hyper-local marketing was born out of the need for businesses to better reach their customers without having to invest large sums of money in advertising efforts.

By definition, hyper-local marketing is the means by which you reach your target audience within a very specific location, using local vernacular/language and any other personalization unique to that audience segment in order to fulfill a specific marketing goal within that region.

Sandwich board sign in Colorado - beer or bears? Which would you choose?

Sandwich board sign in Colorado - beer or bears? Which would you choose?

What does this mean for you? As a small business, this means you can reach people around your immediate area, using simple tactics without having to invest large sums of money into advertising. Depending on your goals, you can leverage hyper-local marketing to increase foot-traffic, offer unique experiences, build customer advocacy, maintain or grow your client lists, or all of the above! The options are endless.

As with any marketing strategy, hyper-local marketing efforts must begin with a clear idea of your business goal (foot traffic, sales, event registration, etc.), then your desired geographic region – it can be as wide as an entire city (think large brands running localized campaigns, such as Verizon or AT&T) or as small as your neighborhood or zip code.

Polygamy Porter advertising in Utah - talk about knowing your market!

Polygamy Porter advertising in Utah - talk about knowing your market!

Once you know your goals and targets, you can start leveraging your social media platforms to promote your message. Avenues such as Facebook Groups, Instagram, Instagram Ads, and of course Yelp and Nextdoor are made for tapping into the local scene, while helping drive your message to the right people at the right time.

 

Want to know more about hyper-local marketing and how you can use it to grow your business? Reach out to learn more: hello@vantagepointsf.com