Hyper Locality: Why Focused Marketing is the Next Trend in Marketing
Online marketing strategies are still a hot commodity with marketers since studies indicate that these methods are still being successfully utilized with today’s consumers.
Guest Post by Nick Rojas on FanBridge Blog
When you see the word “hyper,” do you imagine a small child running amuck? Or perhaps you might think of the medical terminology that refers to something in excess, above and beyond the norm. This is how the term relates to hyper locality, with an above average focus being placed more extensively on location when it comes to digital marketing strategies.
Online marketing strategies are still a hot commodity with marketers since studies indicate that these methods are still being successfully utilized with today’s consumers. Results show that:
- 70% of respondents agree that online marketing on social media is effective.
- For 2015, online marketing is preferred by respondents 80% of the time on websites, thumbs up to 70% choosing social media channels and 60% via emails.
- Online marketing improves brand awareness according to 73% of respondents.
With the explosive growth of smartphones, tablets, laptops and other handheld devices, it is only logical that marketing goes mobile and local, especially hyper local. Businesses need to leave a digital footprint for consumers to find them using their mobile devices since more of them are accessing the internet, rather than stationary desktop users, according to recent research.
So we can see why mobile marketing is so important, but what are some strategies to reach this audience on-the-go? Let’s take a look at a few methods that will connect better to mobile and help to localize marketing:
Hyper Localized Both Online and Off
In order to have a presence in your local community, you actually need to be present as a part of your local community. Support nearby charities, start a canned food drive, sponsor local sports teams and attend community functions. For a more personal touch, create and hand out event-specific business cards that can be made inexpensively online and branded with your logo. Remind consumers that you met them at this local event and offer them a discount or coupon with your card.
Push this valuable connection to your community online, blog about local events, post a calendar of events on your website, recommend other non-relevant products or services in the area; where customers can grab a great burger or enjoy a local hotspot. When people are searching for this type of information on the internet, your brand and business will show up more often in search results and raise your rankings.
Be Localized and Socialized
Having a presence on social media will help search engines locate your business, especially on sites like Google. Their algorithms now place more importance on connections made on these social platforms and will help to further push your brand up in rankings.
Minimally you should have a presence on Facebook, and you can even target audiences according to their locationby following this simple guide. Listings on Google+ and LinkedIn are also encouraged, but be careful not to bite off more than you can chew on many different channels as users expect regular posts, engagement and responses. As you become more familiar with marketing and networking on social media, you can branch out to other channels, Twitter and Instagram are also popular choices.
Listed Locally to be Found
Take the time to sign-up your business on as many of the local listings available on the internet as you can possibly muster. Online listings such as Google Places, Foursquare and Yelp are often one of the first places to pop up when searches are performed.
Take it one step further: claim and customize your business site, add pictures, your brand’s logo, office hours, telephone number, email address and linkable website URL. This will give your business a genuine, authentic image that more consumers will trust.
With a little time, some strategy and engagement, you can connect with online audiences using content marketing on a more localized level.
More emails are checked on mobile devices than on desktop computers. Since users are much more likely to click on a mobile device, it’s important to engage your audience with actionable promotions. Online surveys, voting polls, and limited-time offers are good examples of engagement.
It’s also important to take advantage of the fact that your audience is a click away from the app store. So if you’re marketing an app, offer a download link and your conversions are just about guaranteed to increase.
Users are more likely to click through an ad if there is local information. By advertising your locality to audiences in the area, you’re less likely to be viewed as spam. Emails with dates on local events give users the sense of urgency to go to your store and events before it’s too late. Target these hyper local emails with FanBridge’s Intelligent Targeting tool.
With a little strategy and a good design, email marketing can become one of the easiest and most lucrative ways to engage with your local audience.
Nick Rojas is a business consultant and writer who lives in Los Angeles. He has consulted small and medium-sized enterprises for over twenty years. He has contributed articles to Visual.ly, Entrepreneur, and TechCrunch. You can follow him on Twitter @NickARojas, or you can reach him at NickAndrewRojas@gmail.com