Hyperlocal social media marketing is one of the most under-rated styles of digital marketing yet to hit the limelight. It’s a simple concept that is changing how local businesses reach and interact with consumers, build a connection and drive sales to new highs.
You might wonder, what is ‘hyperlocal’? What makes ‘hyperlocal’ different from the rest of social media marketing? Isn’t it just another buzzword to catch attention? Well, it’s not. In a world where it’s getting harder for marketers to distinguish their business and brand from the competition, strategic implementation of this style of marketing can yield massive results. So, hang tight as we dive into this concept head first.
Imagine this: You are walking through your neighborhood, your phone lights up with an alert. It’s a personalized message from the restaurant you just walked by offering a ludicrous deal. This isn’t a coincidence—it’s the best of hyperlocal social media marketing. In a time when our feeds are inundated with generic advertisements, hyperlocal tactics stand apart, offering content that’s not only relevant but also within geographical reach.
But how does hyperlocal social media marketing stand apart from the usual social media playbook? And how can it elevate your business and its penetration in the local community? Can it grow your engagement and more importantly, sales?
As we explore these questions, remember these two statistics:
- 76% of social media users have purchased something they say on social media.
- 50% of millenials place their faith in social media influencers
And this influences is undeniable across online sales, deferred purchases and in-store sales.
Let’s dive deeper into how hyperlocal social media marketing can unlock hidden ways to attract your local audience in surprising ways.
What is hyperlocal social media marketing?
Hyperlocal social media marketing is a style of digital marketing that targets potential customers within a specific geographical area. An example would be a coffee shop marketing to people within the same zip code. The goal is to create a connection with and engage with people who live in a certain neighborhood.
Look at the snapshot above. This is an Instagram post from Fools & Horses, a chic restaurant in Portland, OR. This post focuses on people in the immediate vicinity. And this post is not just a generic advertisement. It’s a genuine conversation that’s part of the local community.
So, how do you do it for your business? It all comes down to your story and the content that tells your story in the right vein. Have a special Valentine’s Day offer? Post it in late January. Added a new special limited-time taco to the menu, share about it. Let locals know. Have them try it. And encouraging them to spread the word.
Is this strategy for small businesses? Absolutely not.
Big brands can use it in various situations. For example, McMenamins is a chain of 65 brewpubs, breweries, music venues, historic hotels, and theater pubs. They announced the launch of a new club house on their social media inviting locals to join in while doing traditional PR at the same time.
Benefits of Hyperlocal Social Media Marketing
Now we are getting into the core of why you are reading this article. Why is ‘hyperlocal’ a big deal? Understand this: 84% of people aged 18-29 use at least one social media platform. Now combine this is Marketing 101: Be where your customer is. Here are some major benefits of why you should try this strategy.
This makes it a game-changer. Tools like local hashtags, geo-targeting filters (geotags), and UGC, you can target the audience that’s relevant to your business. This saves in advertising costs and brings down the overall cost of new customer acquisition.
High Community Engagement
People tend to interact and engage more with local content. For example, if you come across a social media post from a pet store near you, you are more likely to engage with it than a post from Chewy.
High Conversion Rate
You are targeting an audience that will find you relevant simply because you are close by. This sole reason is enough to deliver a higher conversion rate for your business. Again, you can expect a favorable impact on your customer acquisition cost.
Increased Foot-Traffic for Brick & Mortar Stores
If you are a business with a physical store such as a retail outlet or a restaurant, you get more foot-traffic as you are actively letting people know that you exist near them.
Deeper Local Community Penetration
Over time, this strategy plants seeds for great word of mouth marketing. As your business becomes part of daily conversations among locals, your familiarity increases more and more within the community. This is a game-changer.
Targeted Brand Awareness
By reaching specific communities within close proximity, you build awareness about your brand and business in the audience that is most relevant to you. Eventually, this awareness turns into trust and deepens your connection with locals.
Ease of Replication
Once you run a successful campaign in one area, you get a formula that you can replicate in other areas. The likelihood of success remains high as you are now working off a tested blueprint. This enables you to scale this strategy for wider reach and long-term gains.
Suitability: Who Should Use Hyperlocal Social Media Marketing
If you are wondering whether your business will benefit from this strategy, let’s clear it up for you. But first, note this: local searches make up 33% of organic search for location based businesses. So, the impact is massive.
Hyperlocal Social Media Marketing: Ideal Candidates
- Small Businesses: New and small businesses looking to deepen penetration in the local community have a lot to gain from this style of marketing. You will be reaching people who are most likely to become your customers.
- Location-Dependent Service Providers: Businesses such as real-estate houses and small insurance houses can benefit greatly and must try this strategy. If you fall in this category, get in touch with our team to explore how you can gain more business in your area.
- Local Events & Festivals: Traveling events such as carnivals, businesses promoting summer events like concerts, wineries promoting special events at their vineyard are all great examples of businesses who can benefit for hyperlocal social media marketing.
- Brick & Mortar Stores: Any businesses with a physical location are ideal candidates for hyperlocal marketing strategies. Reaching locals will drive more foot-traffic, and result in more customers.
Here are some specific hyperlocal social media marketing strategies you can implement if you fall into the type of businesses mentioned above.
Many people don’t realize that search results they see are hugely influenced by their own location. Search engines including Google, DuckDuckGo and various social media networks personalize the results by automatically using device locations thereby serving hyperlocal search results. This element makes hyperlocal social media marketing a very effective style of digital marketing.
Hyperlocal Marketing: Why It matters?
- Boosts Local Businesses: For small and local businesses, hyperlocal social media marketing is a game-changer. It enables them to compete with larger brands by targeting potential customers in their immediate vicinity. While larger brands target wide audiences, even a small pie of the market can work wonders for a smaller business.
- Builds Community: Hyperlocal marketing connects businesses with the community via repeated and contextual touchpoints. This is crucial for effective social selling which requires keen listening.
- Timely and Contextual Promotions: This strategy allows businesses to capitalize on local events, holidays, or even changes in the weather, offering promotions that are contextual and time-sensitive. For example, a cafe can advertise a special discount on hot beverages on a particularly cold day.
So, if you have a business that relies on local consumers, you need to be adept at hyperlocal marketing and utilizing social media for its execution.
Developing a Strategy That Works
This is a very crucial piece of the puzzle. Understanding the various strategies at your disposal and having the know-how of effective implementation can take you a long way. If you aren’t sure, seek professional help. But first, let’s look at some questions you must ask to come up with a solid strategy.
Ask the Following Questions:
- What are your goals and objectives?
- Who is your target audience?
- What is your geographical area of focus?
- Do you know the local demographics?
- What are some local seasonal events that you can leverage?
- Are there any particular interests or preferences of your audience?
- Who are your main competitors?
- What are your competition’s main strategies?
- Are there any strategy gaps that you can exploit?
Answers to these questions will give you a solid base of information.
What You May Need Go Hyperlocal
Let’s see what we need for a killer hyperlocal strategy. Remember, the quality of information will determine the quality of our final results. So, it’ll help if you are thorough in your research.
First, you’ll need the right marketing expertise. This is important to effectively manage and implement your. The skills you will need include community management, social media communications, and content creation.
The Right Platform
Knowing where your audience spends their time will help you determine the right social media network you should be targeting. Instagram and TikTok are generally more appropriate for retail businesses while LinkedIn tends to work great for B2B businesses.
It’s a cliche but I’ll repeat it anyway because it’s true. ‘Content is King’. You need to speak the language of the locals. You want to become a part of the local narrative. Every post, every story and every piece of content that you put out has to hit a nerve in your target audience. Brainstorm trending topics of conversation in your neighborhood and leverage them to create your narrative.
Additionally, content quality matters. We at MiscGyan would be thrilled to help if you think you lack in this domain.
Local Influencers can provide a massive boost to your social media marketing efforts. You may invite them to try your offerings and spread the work. It enables them to create great content for their audience which in turn helps your business.
All social networks provide tools that will enable you to target your audience based on geography, interests, preferences, occupation and so many factors. These factors are of immense help in reaching a hyperlocal audience that is relevant to your business and its offerings.
Here are some additional tips to keep in mind when crafting your strategy and running your hyperlocal social media campaigns.
Create a solid content strategy
Bear in mind your objectives and think about your content accordingly.
- Local SEO: Optimize your content for local searches as well as social media algorithms
- Posting Frequency: Too little and too much are equally bad. You’ll need to find the right balance.
- Audience Relevance: Content should be relevant to your audience, or else your efforts will be wasted.
Use eye-catchy visuals
Humans like visuals. High quality and catchy visuals are your friend.
Plan and schedule your posts
Use a tool like Later, Hubspot etc. to schedule your post. This makes the job easy and streamlined while allowing you to focus on your business.
Engage with your audience
You must engage with the audience on social media platforms. Promptness is the name of the game. Engage by responding to comments, asking questions on posts and promptly responding to DMs. Additionally, try and personalize your responses to create a genuine connection.
Track your analytics
Performance is key. Keep a close eye on your campaign performance so that you know what’s working and what isn’t. Metrics like reach, interactions, and click-through-rates can be very helpful in indicating success and failure.
What is hyperlocal social marketing?
Hyperlocal social marketing means using social media to send highly targeted marketing messaging to people in a specific area, like a neighborhood or zip code.
What is an example of hyperlocal advertising?
Imagine a local restaurant that uses Facebook ads to target users within a 5-mile radius of its location. The ad could promote a special discount for anyone who shows the ad when placing an order in the next 48 hours. This is a simple example of hyperlocal advertising using social media.
What is the main advantage of hyperlocal social marketing?
The main advantage of hyperlocal social marketing is the ability to deliver highly relevant and personalized content to a targeted audience, based on their geographic location. This ensures that your message reaches the people most likely to visit your business. The result is a significant increase in ad spend efficiency, and a boost in engagement and conversion.
What is hyperlocal vs local marketing?
These are similar concepts but differ in scale and precision of focus.
Local marketing refers to targeting customers within a broader area, such as a city or town. On the other hand, hyperlocal marketing drills down to a much more precise geographic targeting, often focusing on neighborhoods, streets, or even specific blocks.
What are the disadvantages of hyperlocal marketing?
Here are some key disadvantages:
- Limited reach
- High competition in dense areas
- Requires an expert with local knowledge
- Privacy concerns due to usage of sensitive data
There you have it. Now you know all that you need to know about hyperlocal social media marketing. This concept is about deepening your business’ relationship with the community. Understanding the beat and vibe of your community will tremendously help in reaching them with the right offer at the right time.
Whether you are running a high-end restaurant or a unique brewery that you want locals to frequent, this approach is definitely worth a try. It provides a unique opportunity to deliver your best offers with a local, personal touch.
Remember, authenticity is a winner on social media. And when it comes to local businesses, hyperlocal connection could be a home run for your business.
What is your favorite social media strategy when targeting a local audience?