Users want Google to use their location every time they search for something, even if they don’t add location modifiers like “near me,” addresses, etc. In other words, it specifically targets people in highly localized and address-specific regions that want to purchase products or services locally. When people do hyperlocal searches, they search with the intent to purchase. Google My Business is the backbone of hyperlocal marketing. Add these keywords, and you get ranking #1 in the Google Maps Rankings. Ensure to include localized items like monuments, local landmarks, famous attractions, public streets and other local points of interest that allow people to easily reach you online and connect with your business. Add structured data markup When focusing on hyperlocal marketing, it is essential to categorize your business as local. Including structured data markup related to your business on your website pages will help Google find out as much information as possible about your business. Include location-based keywords within your content and optimize your landing pages for these search terms. Without local landing pages, you can’t improve your business’ local rankings.
Customers don’t just search for products, services or businesses; they want to get these results at arm’s length.
Users want Google to use their location every time they search for something, even if they don’t add location modifiers like “near me,” addresses, etc. According to Google, these searchers have grown by 150 percent.
Keeping in mind this statistic, it makes sense for businesses to rely on hyperlocal marketing.
What is hyperlocal marketing?
Hyperlocal marketing is a new marketing approach that focuses on a smaller number of shoppers in a very specific area. In other words, it specifically targets people in highly localized and address-specific regions that want to purchase products or services locally.
Hyperlocal marketing is a super targeted form of niche marketing. Businesses don’t need to spend money on national campaigns to generate inbound traffic. Hyperlocal marketing can be focused on one block and build the foundation for an authentic one-to-one relationship with customers in a specific area. It seems less overwhelming but in reality a really tough goal to achieve.
The main goal of hyperlocal marketing is to increase foot traffic to retail stores and rely on near-me searches that have high commercial intent. When people do hyperlocal searches, they search with the intent to purchase.
For example, if you want to find a new bestselling book, you will probably type “bookstores near me that have this book.” By doing that, you want this book and know where to buy it now. You know that 78% of local mobile searches result in offline purchases. This is huge!
Taking into consideration these numbers and statistics, online and offline businesses are in a strong position to take advantage of hyperlocal marketing. Here are seven powerful ways to use a hyperlocal marketing strategy to grow your business.
1. Optimize your Google My Business listing
For small business owners that have physical locations, it is essential to optimize their Google My Business pages. Google My Business is the backbone of hyperlocal marketing.
Did you know that 33% of all searches on Google are related to location? You should focus on that and provide highly detailed information about your business.
Here are some essential things you need to include in your Google My Business listing:
- A unique business description that contains 750 characters to explain what differentiates your small business from competitors. You can add relevant keywords, and do it within the first 100 words. Avoid keyword stuffing.
- Add as many as possible high-quality photos.
- Your business address should be concise and consistent with the address on your website.
- List your phone numbers. Make sure to provide a local phone number to show in local search results.
- Set your operating hours and working days.
- Pick up the primary category that describes your business’s services, products, and goals. That will help you increase visibility for search terms related to your category.
- Have a lot of good reviews. Many people that search for your business check reviews and an average rating. A large number of quality reviews will result in higher rankings and sales.
Represent your business name in a proper way. That will help users easily find you online. Many companies are making a mistake when using the legal business name on Google My Business. This may harm your sales and rankings.
People usually use Latent semantic indexing keywords (LSI) to find your site. Add these keywords, and you get ranking #1 in the Google Maps Rankings. Here is a good example from Injury Trial Lawyers, APC that we changed on GMB listing:
Small businesses that are interested in leveraging the local community want to participate in discourse communities in order to foster strong relationships and generate revenue. Developing local content can increase rankings and arouse people’s interest in a particular local area. First of all, you need to focus on what customers want to consume, but not what you want to create.
You can create different types of content, such as blog posts, videos, images, infographics, or academic articles. The perfect way to engage and entertain customers is to create online quizzes. You can use Survey Anyplace to make engaging quizzes quickly.
Analyze your content and produce the type of content that will resonate with your customers the most. Sometimes it can be difficult to reach an audience in a specified local area. You can try to hire local talents because they better know the interests and needs of a local area you are interested in.
You can also capitalize on specific events, landmarks, festivals or other points of interest on a hyperlocal level that might interest people when looking for in particular geographical area. Ensure to share your local content on your Google My Business pages, Linkedin, Facebook, and other social networks.
Adding any contact information on your website makes it easier for a potential customer to contact you. It also makes your brand more…