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How to Master Hyperlocal Marketing in Time For the Holidays

hyperlocal marketing

By now, it’s well-known that a local search converts about 50% of your mobile local search traffic into an in-store visit within 24 hours.

But in today’s world, it’s all about taking statistics like that one step further.

So, how can you make it happen for your local search traffic?

By embracing hyperlocal marketing, the latest buzzword — but far from passing fad — in the SEO scene. But what exactly is hyperlocal SEO, and how does it differ from more standard local SEO?

More importantly, how can you make hyperlocal targeting work for your business in time for the holidays?

Keep on reading this post to find out all that and much more.

The Rules of Local SEO Still Apply

In order to nail hyperlocal marketing, you first need to make sure that you haven’t neglected any of the essentials of basic local SEO.

One of the biggest (and easiest) things to ensure you’re still playing by the rules of local SEO is to claim your third-party business listings.

This means that you’ll need to complete your Google My Business profile, and fill it with as many details as possible. Include your store hours, accepted payment methods, images of your products, employees, and current window displays, and get plenty of online customer reviews.

This post will help you to understand how you can optimize your Google My Business listing even further.

You should also take the time to fill out your profiles on Angie’s List, Yelp, and even local online business directories. Remember that if you don’t, anyone — including your competitors — can claim to be you and control your profiles on these sites.

The next local SEO rule you need to follow?

Make sure that you’ve included a Google Map on every internal page of your website. You should also check that you’ve linked Google Maps and geolocation tagging to your social media profiles (when possible).

Those check-ins and mobile searches rely on Google Maps and have an enormous influence on your overall rankings (locally and on a larger level).

Learn more about the basics of local SEO, including how to optimize your landing pages, headers, and even your content tags, before you move onto hyperlocal SEO.

Think of excellent local SEO as the foundation of your hyperlocal strategy.

What Is Hyperlocal Advertising?

Now that you’re clear on the basics of a strong location marketing strategy, let’s talk about the specifics of hyperlocal SEO.

Think of hyperlocal SEO as a more niche and detailed version of local SEO.

In local SEO, for example, you might aim for keywords that reference your city, the state you operate in, or your more general service area. However, in the world of hyperlocal marketing, you’ll need to go a few steps further.

You should reference your county, the street that your business is located on, and your specific neighborhood. You might even reference local events, festivals, breaking news, or even select keywords that discuss local landmarks.

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In other words, you’re not trying to target “people in your city and state” alone. You’re trying to target the people that are shopping three stores down, that live in the apartment complex down the block, or that are visiting a nearby tourist attraction.

How to Master Hyperlocal Marketing

Now, let’s take a look at some of the ways that you can make that happen.

Remember that hyperlocal marketing should happen in addition to, not in the place of, your local SEO strategies and your other digital marketing plans as a whole.

You don’t have to put all of the ideas on this list into practice, but we strongly suggest that you do more than one in order to get the results your company deserves.

1. Hyperlocalize Your Blog Content

The first step in creating a strong hyperlocal advertising strategy is to rethink the way you approach content.

Generalized content that appeals to a wide audience is certainly valuable, but it isn’t all you should be writing about. Keep an eye out for local events, fundraisers, park cleanup days, and pretty much any other activity that’s even somewhat relevant to your brand in your service area.

Make sure that you do a write-up of these events on your blog.

You could also do a long-form interview with a local business that’s used your services in the past. Don’t forget to take plenty of pics, and upload them to your social media accounts under location-based hashtags (and of course, smash that “check-in” button, too).

Consider partnering up with other local businesses (obviously, your competitors don’t count) and cross-promoting one another in your posts.

This won’t just give you great local link juice. It will also help to show local consumers that you’re “in the know” in your community.

2. Make Them a (Groupon) Offer They Can’t Refuse

Groupon and other deal-offer sites are all the rage in the online marketing and shopping world.

First of all, they’re an awesome way for you to increase your profits and your brand recognition. But more importantly?

These sites help you to make fast and often lasting connections with your hyperlocal market.

Plus, when your target market sees that they can try out your services for less, they’ll be much more likely to give your products/services a try. They may not have been quite so willing if they had to pay full price.

3. Join Local Forums and Community Groups

If you want to master hyperlocal targeting, you’ll also need to make sure you know where your local market is hanging out online.

Browse through neighborhood message boards and forums, and create a profile for your business. You should even look through local community groups on Facebook and other social media sites, and become a member.

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Of course, you should also consider starting your own version of these groups! It’s a great way to position yourself as a leader, get to know your local market, and even connect with other local businesses.

Don’t make your comments and uploads sales-focused. Instead, share useful advice, ask thoughtful questions, and help to generate buzz about local events. You want to create a relationship between your brand and the people in your community.

In addition to joining these local forums, also consider writing guests post for local online journals and newspapers.

This is an awesome way to connect with a hyperlocal marketing, and increase your industry authority and consumer trust at the same time.

4. Don’t Forget to Get Physical

As you’ve learned, making your digital mark on your hyperlocal market is an incredibly important way to increase your conversions and get more people talking about your brand.

However, you have to keep in mind that spreading the word online isn’t enough to really pique the interest of your local market.

Especially if you want to nurture long-term business relationships, you’re going to have to put some boots on the ground.

Attend — and host — local events, conferences, and volunteer days. Invest in some promotional products to hand out at trade shows, or even just to give your customers a “thank you” gift for working with you.

Especially with the holiday season around the corner, don’t be afraid to host festively-themed events. They’re a lot more likely to get your local community in the door, and they’re also just tons of fun.

Why not have an employee dress up as Santa and greet local children? Plan an “Almost New Year’s” bash in your warehouse or parking lot, and raise money for a local charity.

Consider sponsoring a local sports team, adding a bench or basketball court to a local park, or even hosting a cookout.

The sky is the limit when it comes to these physical marketing opportunities — and you’ll get limitless chances to connect with your market from them.

Master Hyperlocal Marketing with These Helpful Tips

We hope that this post has helped you to learn what you should focus on in order to take your marketing strategy from local to hyperlocal.

Remember that hyperlocal marketing is all about showing that you’re involved in your local community. It’s also about choosing the right keywords, ensuring that you’re writing about relevant topics, and getting active in community groups.

Of course, as we’ve mentioned throughout this post, hyperlocal advertising is far from the only thing you’ll need to focus on to make your SEO score soar.

You should also think about video marketing, PPC, organic SEO, and even which SEO tools could take your strategy to the next level.

For advice on all of that and much more, keep checking back with our website.