With over 4.9 billion active social media users worldwide, it is safe to assume that social media must not be ignored by any business for marketing purposes.
With a large percentage of the target audience spending time on social media daily, any business can profit from strategically marketing its product or services.
One such marketing strategy is referred to as hyperlocal social media marketing.
Hyperlocal social media marketing strategy focuses on marketing a business within a local geographical location.
This type of marketing is usually employed by small businesses that wish to reach their audience within their immediate vicinity.
It focuses on creating content and advertisements that meet the needs of the local population.
The advertisement for such a marketing strategy may involve:
- Creating awareness for a local event
- Create awareness for a local product
- Highlight the services for a local business
- Advertise a product or service that is unique to the area.
5 Benefits Of Hyperlocal Marketing Campaigns
Its benefits can barely be overstated. Some of the benefits include:
1- Connection with the community:
This type of marketing helps businesses connect with their immediate community. This creates a sense of local belonging and trust among the community.
By targeting a niche area with social media, you can create content that meets the specific needs and solves the specific problems of the local people.
This, in turn, increases engagement for the business.
3- It is Cost-Effective:
Social media marketing is more cost-effective because you target a smaller, more precise audience.
Hence, you better understand the audience, creating advertisements that effectively role in customers in great numbers.
4- Word-of-Mouth Marketing:
People in tight-knit communities talk a lot. If you can impress one person with your business, that person will tell his family and friends about you.
This, in turn, will create a ripple effect of referral customers who have heard about your business from other people.
So make sure you create a great impression on your customers and let word-of-mouth market your business.
5- Local SEO Boost:
Your search engine ranking for local searches also greatly boosts when you focus on local marketing.
When someone from your locality searches for products or services similar to your business, you get an SEO boost because you are closest to the search location.
It’s an effective way to expand your existing customer base within a geographical location. Let’s look at a few examples:
i- Local Business Promotion
Small local businesses can use hyperlocal marketing to promote special offers, events, and daily deals to people in their immediate vicinity.
For example, a coffee shop can post a “Happy Hour” special for nearby residents every weekday afternoon.
ii- Event Promotion
Local events like community fairs or charity fundraisers can use hyperlocal marketing to target residents in the area.
Social media stories and posts can be used to promote such events and increase brand awareness.
Few Difficulties Surrounding Hyperlocal Marketing:
Although hyperlocal social media marketing strategies can work in your favor, many difficulties arise when you market your business locally.
1- Narrow Audience:
Hyperlocal marketing targets a small and particular audience, which means businesses have a tiny pool of potential customers and buyers. This can be limiting if your product or service has broader appeal.
Hyperlocal and local marketing are different in scope; local marketing targets a border geographical location, whereas hyperlocal marketing focuses on a specific area.
2- Content Relevance:
Creating hyperlocal content that resonates with the audience can be challenging, especially if you’re unfamiliar with the local culture and preferences.
Even though social media offers a wide range of targeting options like location, interests, and behaviors, it can be pretty challenging to choose the right fit of target audience for your business.
Businesses, thus, must be extremely diligent and meticulous at creating the right target audience persona for their business.
If you are slightly off, your advertisements will land on people who scroll past without batting an eye.
Once you have created the right customer persona, remember to create content that is engaging and scroll-stopping.
3- Limited Resources
For larger businesses, allocating resources for numerous hyperlocal campaigns can be difficult and resource-intensive.
Local marketing might take a lot of effort and money, especially for small businesses with tight budgets.
It might take a lot of work to produce excellent content, monitor social media activity, and interact with consumers simultaneously.
In some areas, competition for the same local audience can be intense, making it harder to stand out.
In such instances, when the target audience is already small, competition can lead to a split customer base, making profits meager for all businesses.
4 Tips to Optimize Your Social Media Strategy
Growing your business with such a marketing campaign is no walk in the park. But, with these tips, your efforts will make a difference.
I- Selecting the Right Social Media Network
There’s no shortage of social media platforms these days, but not every platform is suitable for your business. Let’s see which platforms are ideal for your business.
Being the most widely used social media platform, Facebook is one great hyperlocal social media app where businesses can call out the locals within Facebook groups to drive engagement.
Businesses can also run hyperlocal Facebook ads to increase brand awareness.
With over 2 billion monthly active users, Instagram is the perfect place to showcase your products or services in an appealing way.
With the option to use hashtags, businesses can target specific geographical regions.
Instagram’s appeal doesn’t just end there; with its feature to post reels and stories, businesses can get creative and show their products or services in an engaging and fun way, inviting viewers to share it.
If your target audience includes other businesses, LinkedIn is your best bet. A staggering 89% of B2B marketers employ LinkedIn to drive business.
To add the cherry on top, LinkedIn’s cost per lead is 28% lower than Google AdWords, giving businesses with a tight marketing budget a better chance at getting their message across.
With over half a billion monetizable monthly active users and its advanced location tag feature, Twitter is an excellent platform for hyperlocal social marketing.
Twitter allows businesses to build a community of engaging and active users, which is great if you’re looking to target a small geographical location.
II- Be Clear In Your Objective
You should be clear about what you wish to achieve from your social media marketing efforts.
You could be looking to sell a product or service, or you just might be looking to increase brand awareness. Whatever your objective is, make sure to create your strategy accordingly.
To increase brand awareness, publish posts related to your intended users. You’ll be able to improve your relationship with your consumers by doing this.
This will promote trust and engagement for your business, improving your brand’s awareness and reputation.
III- Measure Metrics
Once you have worked over your campaigns and completed your plans, it is important to know whether your marketing efforts were a success or not.
If your objective with your marketing was to improve brand awareness, then keep your eye on metrics like followers and engagement.
If, however, your goal is to increase the sale of your product, then you should inspect the number of your sales and profits against your marketing expenses and then calculate your ROI.
Measuring your campaign results will help you find potential improvements that can help you create even better marketing campaigns the next time.
IV- Keep Marketing
Hyperlocal social media marketing can be what gets small businesses going. It can be your ticket to increasing awareness for your brand and growing your company.
By focusing on a specific geographical location, businesses can create strong relationships with local communities, creating small audiences with great loyalty.
If you’re a small business looking to make your mark on the local community, niching down might be the breakthrough you’re looking for, and we know the strategies you need to grow your business.
What are the three types of social media marketing activities?
The three types of social media marketing activities are content creation, audience engagement, and paid advertisement.
What are the five pillars of social media marketing?
- Develop a clear-cut strategy,
- Create content that is engaging and relevant,
- Understand your target audience and their needs,
- Actively engage with your audience and create a community,
- Analyze campaign results and metrics.