“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.
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.
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: firstname.lastname@example.org