In our last post, we discussed the growing trend of hyperlocal marketing. Go2Broadband was developed in partnership with the cable industry and CableLabs nearly 18 years ago and today it sets the standard for identifying specific addresses by products, services and even special offers available at an individual location.
But today, hyperlocal marketing can benefit nearly any business and isn’t just limited to a category like broadband service providers.
Who wants to come to my house?
Today’s customers expect to be able to find out about services specific to their address, often through an online marketplace platform. Data tells us these are increasingly localized requests — a plumber, a housecleaner or a handyman that is willing to come to your home. The closer the service provider, the greater likelihood of both avoiding waits or “out of service area” charges, and the better the chance you can find your go-to service provider with neighborhood connections.
As noted above, the same is true for address-specific services from national providers — like when you’re looking for the best broadband cable provider at your address. Who offers service? What are the prices? What are my service options? The faster today’s consumer can find the service, options and price they want, the faster they’ll click “buy.” In fact, according to a 2017 report from the eCommerce Foundation, 88 percent of consumers pre-research their buys online before making a purchase either online or in-store. Delivering accurate information matched to specific addresses might be the difference between a customer and a missed sale.
It’s what customers want — and expect
Today, smart businesses are utilizing location data to provide more relevant, accurate results for a wide range of search queries. Many customers now expect localized search results to take precedence over more broad results, even when they do not explicitly specify that they’re searching for hyperlocal results.
As we discussed in our last post, “near me” searches are growing. Google search engine data revealed that between June 2015 and June 2017, searches for local establishments with the qualifier “near me” grew 150 percent faster than comparable searches that do not include “near me.” This highlights the notion that consumers now expect search engines to automatically factor in their location when serving results.
As customers demand increasingly more personalized content and experiences, it makes sense for brands to invest in local tactics. However, what works in one market or location may or may not be effective in another. Think about it like sports teams: you probably won’t be successful running a promotion for the New York Jets in Boston. Understanding what resonates with local audiences is crucial to generating consumer engagement.
In the end, the more customized a consumer’s offerings and messaging are, the more likely they are to establish long-term, mutually beneficial relationships with businesses, whether local or national. While customers have grown to expect their smartphones to serve contained results based on location, they are increasingly expecting improved relevance and higher quality content as well — and hyperlocal marketing efforts are helping deliver what customers increasingly want and expect.
Will hyperlocal marketing work for your business?
To help businesses navigate this new environment, Kyrio offers location-based technologies that instantly match service and offer availability to specific addresses through online marketplaces for both home and business. Our industry-leading expertise — built over nearly two decades — ensures our platforms are built with both the professional service provider and end customer in mind, enabling buyers and sellers to seamlessly connect. To learn more about Kyrio Online Services, please visit our website.