Hyperlocal Marketing Isn’t Limited to Just Having a GMB. 

The success mantra is simple:  go local before global—this is the crucial first step for any brand with big ambitions.

As per Safari Digital, 46% of all Google searches have the intent to find results near a specific location. In fact, 97% of users go online to find a nearby store, and in 2023, 28% of all local searches led to a purchase. The future is all about hyperlocal marketing—a focused approach that connects you with potential customers in your nearby area. But what exactly is hyperlocal marketing? 

If you’ve ever needed to find a very specific type of business while you’re out and about, you’ve likely done a hyperlocal search without realising it.

Let’s understand this with an example. 

Imagine you’re driving and suddenly realise you need new tires. You pull over, take out your phone, and search for “tire shops near me.” Several nearby options pop up in your search results. You pick one just a few blocks away because it’s convenient and close. This is the essence of hyperlocal marketing—it uses local data to create targeted messages that connect directly with customers in the area who are searching for specific products or services. It’s all about helping local customers find you exactly when they need you.

Goals and Benefits of Hyperlocal Marketing
 
Boost Local Visibility

You reach potential customers actively searching for products or services right in your neighbourhood.

Increase Engagement

With targeted messaging that resonates with local audiences, you see higher engagement and improved conversion rates.

Strengthen Brand Reputation

Positive online reviews and involvement in the local community build trust, enhancing your brand’s reputation within your local market.

Precision Targeting

Hyperlocal marketing enables you to leverage location-based ad platforms and social media geo-targeting to reach your most relevant audience, optimising your ad spend.

Drive Local Sales

Encourage immediate action by promoting special offers, discounts, or events that attract local customers to your store or online services.

So yes we can say that hyperlocal marketing helps you build closer connections within your community, boosting sales, customer loyalty, and brand advocacy. Plus, if customers want to learn about your business, they’re likely to search for your name on Google. If they can’t find accurate information quickly, they may look elsewhere.

This is where your Google Business Profile (GBP, also known as Google My Business or GMB) plays a role. But hyperlocal marketing extends far beyond just a GMB listing. Curious how? Let’s dive in.

Hyperlocal - Beyond the GMBs

Facebook Location Page

Consider setting up Facebook Location Pages for dealers who don’t yet have a presence on Facebook. Each showroom will have its own dedicated page, making it easier for local customers to find the specific location they need. You can merge any existing dealer pages with new Location Pages, integrating them into the brand’s main Facebook Page. This way, content from the central Brand Page can automatically appear on each showroom’s page, ensuring consistency and engagement across all locations.

Mobile First – Website

Create a mobile-first, individual website for each showroom, tailored with updated information about the dealer and location details. These sites should follow the brand’s corporate identity (CI) guidelines and load in less than five seconds. A fast, mobile-first approach helps potential customers easily access what they need, wherever they are.

Virtual Number

Implement virtual numbers to effectively track the performance of your campaigns. These virtual numbers are valuable for auditing and training purposes, storing a record of customer interactions within a centralised dashboard. With one number shared across multiple customer care executives (CCEs), you’ll have a streamlined way to manage customer conversations and measure efficiency.

Local Ads on Search & Social 

Utilise Google Search Ads to connect with users actively looking for products or services, and Facebook Ads to engage users who show interest in what you offer. Re-marketing campaigns on Google and Facebook are essential to re-engage customers who have previously visited your site. By targeting specific neighbourhoods, you can improve lead quality, and focusing on bottom-funnel prospects can shorten the conversion cycle for digital leads.

Hyperlocal marketing can rake in good numbers by making your business visible to precisely the right audience. And with regular audits and optimizations, you can ensure accuracy and relevance across all your locations.

Interested in taking your hyperlocal marketing to the next level? 

Let’s talk over a cup of coffee.
_____________________________________________________________________________________
 

Karan’s expertise lies in his ability to imagine and appreciate how all digital channels can work together. He quickly understands the client’s business challenges and how integrated digital solutions can be tailored to achieve their set goals. In recent years, Karan has powerfully built the hyperlocal marketing division which caters to Auto and BFSI sector clients.