At the right time, in the right place, with the right offer: Hyperlocal marketing measures can boost offline and online sales. Expert Daniel Richter from DAC Group Germany gives you 10 hyperlocal marketing tips on how to develop successful campaigns to generate more leads for your local business.
Hyperlocal marketing is relevant to almost every business
According to a Google study , 80 percent of consumers use online search engines to look for service providers and retailers in their area. Every third search via smartphone or tablet has a local connection and 76 percent of users who searched for local providers on the go visit the respective shop on the same day. In times of being permanently online and an increasingly networked world, retailers and service providers can hardly do without a good online strategy around to be found with their local offerings. Business must be thought of digitally. It is no longer enough just to have print advertising in the insert of the local daily newspaper or a notice in the district. Local marketing, which integrates local offers based on transmitted geodata, i.e. location information, should therefore find a permanent place in the marketing mix of retailers and service providers. While local marketing brings together the offer and the location, hyperlocal marketing goes one step further: In addition to the information and the right location, the time factor within a very limited local area is also crucial for the success of a hyperlocal campaign.
In view of the changed search behavior and the subsequent reactions of the search engines, companies of all kinds should deal with the topic of hyperlocal marketing . Anyone who does not occupy a top position in the search results or, in the worst case, does not appear at all, loses customers and valuable new business. A good placement plays an important role , especially with regard to the growing number of users of virtual assistants such as Siri, Alexa or the Google Assistant . After all, voice search only knows the first place winner . So companies have to do even more to run efficient, hyperlocal marketing so that they are even noticed by virtual assistants.
In order for the next hyperlocal campaign to be successful, you will receive 10 hyperlocal marketing tips to reach potential customers locally at the right time :
1. Consistency of your own data
The foundations of any hyperlocal marketing campaign have their roots in local SEO . Companies must ensure that their location data can be found across platforms and is kept up to date, whether in the Google MyBusiness entry or in relevant business directories. Incorrect opening hours, contact or address data scare off interested parties quickly. In addition, the location data should be consistent across all platforms in order to be at the top of the search results. Voice assistants also access the industry or map entries and should, in the best case scenario, provide the customer with the right results for search queries.
For companies that may have hundreds or thousands of locations, effective master data maintenance is a particular challenge. Presence Management Platformsare helpful in this case. With the help of these platforms, information on any number of locations can be permanently updated, retrieved and evaluated. Not only is the master data maintenance useful, but the statistics are of particular interest: Because this data allows a detailed insight into the user behavior of the searcher. An offer that should be used to increase the attractiveness of each individual location. At the same time, such a tool enables a precise analysis of what information (phone numbers, websites, addresses, etc.) people are looking for and what they subsequently did with the information they found.
2. Mobile Sites
Nowadays, users are mainly online with their smartphones: Whether in public transport or on the couch at home. Larger investments are now being made with the help of mobile devices. It is therefore particularly important that all websites and landing pages are mobile-optimized. This not only plays a role for the user, but also for the search engine. Any website that doesn’t offer a good mobile experience is a potential conversion killer.
Mobile optimized not only means that all important content is presented in a pleasant form on a small display, but also that the loading times are appropriate. Users standing at the subway station don’t want to wait forever for the page to load. The shorter the loading time and the clearer the mobile landing page is, the better the chances of a good conversion rate.
3. Develop personas
Personas play an important role in hyperlocal marketing. These should be created close to the customer journey . For a hyperlocal campaign, it is crucial to know when and where the user is in order to target them with the right information.
In addition to the demographic data, movement profiles, social media profiles, technical data and other information such as local weather data should also be included in the creation. With the help of this data, it is easier to put yourself in the position of the target group and to consider where the future customer might be at the moment.
4. Playout of advertising using geotargeting
Ideally, companies should already create the first points of contact with potential new customers before they find out more about a new purchase or a service to be booked, such as the next vacation. A good way to draw attention to yourself in this phase is classic online advertising via various channels : be it banner advertising on news portals, advertising on Facebook or in the form of a podcast pre-roll.
Based on the personas, times and places can be abstracted. Does the user listen to music during the workout? Then offers z. B. Place an ad on Spotify or Soundcloud. Does he listen to a podcast during his commute? Then podcast advertising might be worth it. Does he read the latest news while waiting for the bus? Then the ads should be displayed primarily near bus stops. When choosing the appropriate advertising partners, care must be taken to ensure that they support geotargeting. Based on the individual locations, micro-campaigns can then be controlled in order to attract the attention of users.
5. Campaign Specific Landing Pages
If a local company has attracted the attention of a user with a campaign, it should also provide them with sufficient information on their own website. As a rule, the future customer first resorts to online search engines when initial interest has been aroused and he would like to find out more about a specific offer. In order to actually be found online, retailers and service providers should support each campaign with their own landing page . If the basics have been observed, it is mobile-optimized and not only shines with helpful content, but also with a fast loading time.
6. Review Management
If the user is already explicitly looking for a certain brand, sooner or later he will come across customer opinions in various ways. Reviews for local businesses are possible on Google Maps or Yelp , for example . Companies must observe these evaluations and, in the event of criticism, also actively respond to them. Therefore, monitoring should be set up as to when and on which platform your own company is mentioned and which tonality is chosen. Good ratings improve the brand image and have a positive impact on SEO, local listings and click rates. Various means can be used to encourage customers to make reviews. With continuous review management, a company has the opportunity to intervene actively and thus build up a positive image in the long term.
7. Google Maps Q&A function
Still quite new, but already in active use: the Q&A function in Google Maps . Users can ask questions about the company and services to the owners and the Google Maps community in the mobile Google Maps view . Companies should be present here and respond to users’ questions, evaluate helpful answers from the community and thus signal that their commitment is noticed and valued. Companies should use this opportunity to put their own brand in the spotlight and convince potential customers.
8. Retargeting or Remarketing
If the user was on one of the landing pages or directly on the website, then retargeting should be used to maintain attention. There are different ways, be it through Facebook Pixel or through another advertising network. Geotargeting should also be used to address the customer’s location during retargeting and keep the topic of frequency capping , i.e. the frequency of advertising display, in mind so as not to annoy the user.
9. Chatbot Marketing
If the user has now collected all the important information, formed an opinion and finally decided to make a purchase from a specific local company or to book a service, then the user should continue to be actively addressed. In this final phase, of course, there are still a few unanswered questions. It is therefore advisable to pick up the user with the help of a chatbot. If you use an artificial assistant on the website or in one of the various messengers to support your prospects or customers with questions, you should make sure that the answer quality is right. After all, the bots represent the respective brand. Unsatisfactory answers with insufficient information can lead to jumps, especially among interested parties, and a better answer may then be sought from a competitor.
10. Store finder
Due to the high number of mobile search queries, the search results are influenced by the current location of the user. In order for the potential new customer to find the right way into the business, various locally optimized landing pages should be provided in addition to the campaign-specific ones, which can also be created automatically with technical aids. Companies with several branches should have a store finder so that the user can find the nearest shop.
Above all, hyperlocal marketing means being convincing in the right place at the right time with the right content. In order to achieve this, extensive preparatory work and many strategic considerations are necessary. The entire customer journey must be mentally gone through in advance in order to pick up potential new customers in every phase of their decision-making at the right moment and in the right place. This effort pays off because high conversion rates can be achieved with Hyperlocal. Whoever invests here has the chance to reach a very qualified clientele, who not only buy once, but remain loyal to the brand or the company.