The History and Importance of "Hyperlocal" Targeting
It’s no secret that targeting consumers near, around or in your area can help a business grow. From word of mouth to a quick Google search, a business can gain consumers faster than they have ever imagined. But what is hyperlocal marketing? And why is it so important for a company’s growth?
Breaking Down Hyperlocal Marketing
Even though it seems clear, the simple definition of hyperlocal marketing is reaching possible customers within the immediate area based on their location. This has the potential to help small businesses acknowledge the needs of their consumers in the area. Companies that understand how to utilize their content, products and services for users in their hyperlocal area have a broader opportunity for success.
Hyperlocal marketing, although sounds like a new term, is actually one of the oldest forms of marketing to date. But, how? Hyperlocal marketing used to be utilized by word of mouth before the explosion of technology. Think street vendors yelling out, people at fairs and festivals selling their goods and neighbors asking you who installed your privacy fence. Word of mouth was how small businesses could gain new customers.
How Technology Changed Hyperlocal Marketing
Since the rise of mobile devices, hyperlocal targeting has exploded. Gone are the days of searching for a new landscaping service on your desktop, printing out their info and giving them a call from your landline phone. Consumers can quickly do a quick search of “landscapers near me” and a whole slew of options can appear right at their fingertips.
Back in 2014 and 2015, Google had reported a 2x increase in searches that contained “near me” and “nearby”. Where did the majority of those specific searches come from, you may ask? Mobile devices. About 80 percent of those searches came from a user’s mobile device. Now, that was back in 2015, just imagine what the percentage is now since smartphones are essentially mini-robots.
A consumer’s journey has drastically changed. For example, someone hears or sees a product, they do some quick research, then locate it in the area and purchase it. Sounds simple, but it is incredibly complex. You see, in order for businesses to reach potential customers, they need specific keywords and phrases (think SEO) in order to reach them. So the business needs to be a step ahead of the consumer by knowing the intent of their potential customers.
How Can My Business Best Utilize Hyperlocal Marketing?
First and foremost, if your business has an underwhelming online presence, that can cost your company new customers and money. The first step is to build and strengthen your online presence.
• Build an eye-catching website with fresh content and appealing photos, utilize social media and most importantly fill out your “Google My Business” thoroughly. The Google My Business page can make or break your hyperlocal targeting game.
Secondly, make sure you focus on your city and the surrounding area as well as the interest in those areas.
• For example, say your business is a restoration or roofing and siding company. You are located in an area that gets hit with a lot of storm damage. This the prime opportunity to tailor the content of your site to focus on the issues and keywords of restoration, flood damage cleanup, roof replacements, siding installations and any other keywords needed for that specific location. This will capture consumer’s attention as those services are greatly needed in that area.
Thirdly, on your new and appealing website, you want to develop landing pages for the specific areas you want to target.
• Utilizing landing pages will allow a business to optimize specific content for that area. With a little digging and research, they can pinpoint that area’s exact needs and develop a special landing page for them. When creating landing pages, it’s crucial to use keywords targeted to the area–most importantly incorporating the city’s name somewhere in the title.
Hyperlocal marketing is a great tool to utilize when growing your business. All you need is a little research, a killer website and great SEO keywords to propel your company to success.