Over the last few years, hyperlocal marketing, or marketing targeting prospective customers in highly localized, address-specific areas, has taken on increased importance for both local and national businesses. Not only are companies of all sizes beginning to realize the benefits of local and time-sensitive marketing, today’s customers increasingly demand to be met with relevant messages at the location they are at any given time— whether that’s at home, at work, or out and about in their local neighborhoods.
Where people choose to live, work and shop often defines them. Regardless of the size or location of your brand, hyperlocal campaigns are one of the most effective ways for businesses to establish neighborhood connections and set the foundation for an authentic one-to-one relationship with customers. More and more, such interaction takes place through online marketplace platforms, like Nextdoor, HomeAdvisor and Angie’s List.
Increases Relevance, Quality of Efforts
Hyperlocal marketing efforts target specific cities, towns, neighborhoods, even city blocks and the shoppers within walking or close driving distance of that location with concentrated content of high quality that is relevant to their immediate whereabouts. Consider a city like San Francisco. On a national map, the relative distance between San Jose and the heart of San Francisco looks extremely close. In reality, it’s at least a 45-minute drive and can be more than double that at rush hour.
Let’s face the facts: according to Inc., 93 percent of consumers typically travel less than 20 minutes for everyday things like gyms, auto repair, grocery stores, etc., relevant, high-quality content makes for higher conversion rates and drives more satisfying customer experiences, which can have a positive impact on an organization’s bottom line. In fact, 63 percent of consumers say they think more positively of brands who offer valuable, interesting or relevant content, and consumers are more likely to buy and recommend brands that promote positive customer feelings.
Rapid Proliferation of Mobile and “Near-Me” Searches
Many “near me” searches reveal the strong intent to purchase, so hyperlocal marketing aims to drive increased foot traffic to brick-and-mortar addresses to capitalize on that intent. Because small businesses don’t have to worry about spending massive amounts of money on national advertising campaigns just to generate incoming traffic, hyperlocal marketing allows business owners to focus on a smaller number of shoppers within an incredibly specific area, such as a city, street or city block. Consequently, hyperlocal marketing efforts increase the likelihood that a consumer makes a purchase.
In the last five years or so, near-me searches have become tremendously popular as mobile searches continue to grow exponentially. Data from Google indicates that near-me searches grew in volume by 130 percent year-over-year between 2014 and 2015 alone, and since then, Google users are using their mobile smartphones and tablet to execute these kind of searches, finding everything from post offices to restaurants, tattoo shops, laundromats, even New Year’s Eve fireworks celebrations and so much more.
In our next post, we will look more closely at some of the many ways businesses of all sizes can benefit from hyperlocal marketing. To learn more about Kyrio Online Services, click the button below for more information.