Hyper local marketing, when effectively leveraged, can pay off big dividends for increasing local brand awareness, generating more leads, and increasing sales.
Local marketing has become an big emphasis for Google and other search engines. In their view, they want to deliver the best potential search results for their users.
Local consumers are using multiple devices more frequently to search for, research & review local businesses. Small and medium businesses which do not leverage this opportunity, by having a useful & professional website, monitoring their online reputation, or communicating with consumers online, will see consumers going to their competitors. And the stats support the fact the internet is how we are searching for local businesses and resources.
- 97% of consumers use internet when researching local products/services (BIA/Kelsey)
- 54 percent of Americans have substituted the Internet and local search for phone books (comScore)
- 95% of smartphone users have looked for local information (Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011)
- 36% of respondents say that a clear & smart website gives a local business more credibility (BrightLocal Local business websites survey, January 2014)
- 32% of consumers are more likely to contact a local business if they have a website (BrightLocal Local business websites survey, January 2014)
What is Hyper Local Marketing?
- California: not hyper local.
- Orange County, CA: semi-hyper local.
- Old Town Orange, CA: truly hyper local.
Marketing buzz words tend to have the lifespan of a bee (4 weeks). Yet, the strategy of marketing to hyper local locations has been around since recorded history and I do not see it changing anytime soon. The only real change that we are witnessing is in how we promote our hyper-marketed messages to the citizens within that area.
What Is A Hyper Local Website?
A hyper local websites is one that focuses on very specific topics, such as stories and issues of interest only to people in a very limited area. These issues would concern themselves with school board meetings, local eateries and cafes, community meetings, and local charities would receive prominent coverage. For example, Forumhome.org focuses on issues likely of interest only to the few thousand residents of the small New Hampshire towns it serves. Hyper local sites may also focus on specific social issues.
Key Hyper Local Marketing Techniques
A site without a blog will have a hard time ranking for long-tail search queries which are hyper local specific. A typical business website can often successfully rank for business-specific keywords, but will have a more difficult time ranking for hyper local phrases like “Best coffee in Old Town Orange.” Creating hyper local content, via one’s blog, is the best way to rank for these geo-specific long-tail queries. The more hyper local content you add through your blogging, the more chances you have to rank for hyper local searches, which have also proven to be the higher-converting keyword phrases.