In an era where consumers are seeking more personalized experiences and companies are constantly vying for their attention, hyperlocal marketing has emerged as a game changer, allowing businesses to target their audience right where they are – at home, at work, and at local stores in their neighbourhoods. 

As per the current market research conducted by the CMI Team, the global Hyperlocal Market is expected to record a CAGR of 11.5% from 2023 to 2032, highlighting its importance in today’s marketing landscape.

However, despite its immense potential, many companies fail to implement hyperlocal marketing effectively. To ensure your hyperlocal marketing efforts succeed, here are some common mistakes in hyperlocal marketing and how you can avoid them.

Common Mistakes in Hyperlocal Marketing

• Lack of Understanding of the Local Market

Many companies jump into hyperlocal marketing without first understanding the local market. This leads to them creating ineffective campaigns that do not resonate with the local audience.

To rectify this mistake, companies must do thorough research on the local market. They must understand the local consumer behaviour, their preferences, the popular local service, and more. After having a thorough understanding of the local market, tailor your marketing efforts to meet the particular needs and preferences of the local audience.

• Relying on a Single Platform

More than often companies rely solely on a single platform, such as social media or Google My Business (GMB), to reach their local audience. This limits their reach and reduces the effectiveness of their marketing efforts.

To rectify this mistake, companies must use diverse platforms, such as social media, GMB, local business directories, and location pages, as well as offline methods such as flyers. Research from Harvard Business shows that 73% of consumers use multiple channels during their purchase journey. That's why by using a combination of offline and online methods, you can ensure broader reach and more touchpoints with the consumer.  

• Lack of Personalized Content

The marketing landscape has evolved and the generic one-size fits all messages do not resonate with the audience anymore. According to a McKinsey report, 71% of consumers expect companies to deliver personalized interactions and 76% percent get frustrated when this doesn’t happen. This means that companies that do not use personalized content miss the chance to connect with the consumer, leading to lower engagement and conversions. 

To rectify this, companies must create personalized content by including local keywords, community-specific offers, and references to local events. You can also use vernacular and engage with local influencers to amplify your message and make it more relatable.

• Not Using Online Reviews to Promote the Business

According to research put together by Invesp, 90% of consumers read online reviews before visiting a business and 88% of consumers trust online reviews as much as personal recommendations. Despite these numbers, many companies fail to leverage online reviews to promote their business.

To rectify this, companies must manage their Google review effectively. They can do this by promptly responding to both positive and negative reviews, demonstrating their commitment to customer satisfaction, and showing that their feedback is valued.

• Not Having a Streamlined Process

Another mistake many companies make is not having a streamlined process. Managing multiple hyperlocal campaigns at once can be a bit overwhelming for businesses. They need to have a streamlined process in place to track the performance of each campaign and make data-driven decisions to optimize results.

To rectify this, companies should use marketing automation tools and software that can help streamline their marketing efforts efficiently. At Glocal360, we offer a comprehensive suite for all your hyperlocal needs. Whether managing multiple campaigns, tracking their performance, or gaining valuable insights into local consumer behaviour, we help streamline all your hyperlocal marketing efforts.

One thing is clear by now - certain mistakes can significantly hinder your success in hyperlocal marketing. However, by implementing the solution discussed in the article, companies can effectively enhance their local marketing strategies, increase foot traffic, and cultivate deeper connections with their communities. 

Let’s Energize Your Hyperlocal Marketing Efforts

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.