Hyperlocal marketing, as noted by Chron in their definition, is essentially a buzzword. It refers to a marketing process that’s heavily targeted into a very specific niche. This typically includes the people that live or work in close proximity to your place-of-business. But it’s also a tactic that can be used to target specific areas, such as places where you’ve determined a significant number of potential customers may be concentrated.
Here’s four hyperlocal marketing strategies for your small business.
Direct Mail. Focused mostly on digital marketing? That’s great. But don’t forget about direct mail. With hyperlocal marketing, you’re targeting an extreme niche in a specific geographic area. One of the easiest ways to reach these people, short of knocking on their doors, is sending them an actual postcard.
If you’re considering direct mail, you need to make sure that you’re sending your potential new customers something of value. There are other, more cost-effective methods if you’re just trying to raise awareness. With direct mail, you’re relying on that physical element. The potential customer is receiving a tangible deal, exclusively delivered to them. It would be a waste not to use it. Of course, an attractive deal is only half the battle. It’s essential that you have an engagement plan in place to ensure they come back to visit again. Give them a reason to return. Attract them into your loyalty program or hook them up with a follow-up deal.
Also, before you launch your direct mail campaign, don’t forget to include a few essentials. Make sure your website address, social media info, and location are all included.
Groupon. With more than 200 million mobile app downloads and 46.2 million active customers, Groupon is one of the most popular deal sites on the planet. If you’re not familiar with Groupon, the concept is simple. Through Groupon’s app or website, customers purchase vouchers for specific businesses at a reduced cost (e.g. a $20 voucher for the price of $10). Because Groupon highlights businesses close to the user, it’s a good method to get an additional layer of local exposure.
Groupon isn’t for every establishment, but it can prove effective with the right strategy. Your objective with Groupon, just like with direct mail, should be to produce repeat customers in the long haul. If you’re not sure whether Groupon is the right choice for you, The Balance has a useful article covering the pros and cons of using the service.
Google My Business. When people search “stores near me” on Google, you’re definitely going to want your business showing up. Google My Business is how you make that happen. If you haven’t set one up for your establishment, click here to head over to Google and get started. If you have set one up, make sure your page is thoroughly optimized with full details (e.g. phone number, address, website, hours, etc.) and attractive photos.
Leverage WiFi With CoGoBuzz. These days, customers don’t just want WiFi, it’s pretty much expected. So why not use WiFi to your advantage? CoGoBuzz, our state-of-the-art digital marketing service, turns WiFi into a valued marketing asset.
Our service is designed from-the-ground-up to encourage customers into returning to your business. It all starts when customers login through WiFi via Facebook, Email, or Phone Number. At this instance, we’ll develop a fully realized profile for each login, allowing you to gain a better understanding of your customers. Once they’ve logged in, they’ll be taken to a custom landing page, designed specifically for your business, where they’ll be incentivized to follow you on social media, or even sign up for your CoGoBuzz-powered, text-based Loyalty Program.
Whether they’ve found you through Groupon or Google, received a deal in the mail, or are just coming in for the WiFi, CoGoBuzz is exactly what you need to create long-lasting, repeat customers.
What strategies has your business used to attract local customers? Let us know in the comments!