Local online marketing or hyperlocal marketing is an approach that focuses on a smaller number of buyers in a very specific area. In other words, it specifically targets people from highly localized regions and with specific addresses who want to buy products or services locally. Hyperlocal marketing involves targeting potential customers in a specific geographical location. The idea behind this strategy is to optimize a business so that searches “near me” generate more foot traffic or inquiries.
What is hyperlocal segmentation? These are marketing and advertising that are specifically aimed at a particular local area. Hyperlocal marketing has become more important with the increase in the use of mobile devices. As the name suggests, hyperlocal marketing is a marketing strategy that focuses on reaching close customers. It is aimed at motivated people who are ready to buy your products.
Many users now expect local search results to take precedence over broader search results, even when they don't explicitly state that they're looking for local results. While it may seem counterintuitive to market to a smaller target group, opting for a hyperlocal approach has the advantage of improving the quality of your potential customers. Nowadays there are markets that offer 24-hour product delivery, which is certainly applausible, but a hyperlocal market can do the same job in a matter of an hour. Leveraging local culture will also help make your brand acceptable as a relevant part of the community.
On the one hand, it seems that Google sometimes prefers to offer users local results in groups if possible, even if other, more relevant companies are closer to the user's physical location at the time of the search, according to research conducted by Darren Shaw in a fascinating blog post for Moz. First, search engines like Google have made local search a major function in their algorithms and user interface. If you're a small business that only targets a particular location, there's no doubt that hyperlocal marketing is your best option. Like Google Analytics, Facebook's Local Insights doesn't offer specific figures and only generalized and anonymous data is shown.
If you have a local event or offer, using this marketing method with location technology is a great way to increase traffic and sales. You can create a local Meetup group for your industry to broadcast important news and invite members to functions. With this hyperlocal segmentation strategy, you can reach consumers not only in a given city, but also in a particular block. These “hyperlocal advertisers” aren't inadvertently sabotaging themselves or focusing too much on them, but instead are targeting potential customers right where they are: at home, at work, at local stores in their neighborhoods.
Small businesses can reap tremendous benefits from hyperlocal marketing because they don't have to run national advertising campaigns to attract customers' attention. That said, companies generally perform better when executing multiple hyperlocal marketing strategies and tests. Many companies advertise all over the city and area, but for some advertisers, this isn't local enough.