Hyperlocal Marketing Series #1: How to Connect With Your Best Customers

What is Hyperlocal Marketing?

Simply put, hyperlocal marketing is marketing oriented to a defined geographic area—usually a local region, town, community, etc. The idea is to attract local customers and turn them into repeat customers. Hyperlocal marketing has been a part of business since the inception of business itself. While it initially existed as yellow pages, newspapers and direct mail, the term has taken on new meaning in the digital era. Basically, the popularity of search engines coupled with the ubiquity of mobile phones has shifted the marketing landscape to give the power of hyperlocal marketing back to small businesses. Understanding how this digital landscape works will help you connect with and retain your customers.

Search Drives Hyperlocal Marketing

At one time, if you wanted to find a business you checked the yellow pages. Thanks to the internet, that norm has shifted to search. People rely on online search for everything. Directions, dating advice, a wedding photographer, medical diagnoses, an easy hollandaise recipe and much, much more. This is why it’s imperative to have an online presence regardless of your industry. Indexing online is going to help you connect with customers both far and—more importantly—near.

So how does search—the driving force of hyperlocal marketing—interact with the rise of mobile phones?

Well, in 2014 (for the first time ever) there were more mobile searches than desktop searches. Furthermore, according to the Global Web Index, 80% of adults online have a smartphone, and nearly 50% have a tablet. The shift to mobile search has ushered in a new era of online presence. An era that not only requires a website, but a responsive one that can be accessed on a smartphone or tablet. Accounting for your customers finding your business on a mobile device is now a crucial piece of any successful marketing strategy, and one that can be harnessed by small businesses.

So how can a small business implement hyperlocal marketing in today’s marketing landscape?

This series will cover the four best ways to utilize hyperlocal marketing for your business: local directories, social media, responsive websites and loyalty programs.

Read the next article in our Hyperlocal Series: Local Directories