Marketing has transformed significantly over the last decade. Today, brands are increasingly considering dedicated, targeted, and consumer-focused approaches. National and global level traditional marketing strategies such as print advertising, television and radio advertising, and event sponsorships, are being tweaked into tactics that communicate with consumers at local levels, right where they are. This is where the concept of ‘hyperlocal’ enters, and sharpens the marketing tactics that modern-day businesses, focus on.
46% of all Google searches today, include local intent. With over 3.5 billion daily searches happening on Google, this results in a mammoth 1.6 billion searches that involve the aspect of local search (source: Hubspot). With this backdrop, it becomes evident that understanding and harnessing the power of hyperlocal marketing is crucial for local businesses looking to thrive in the digital age.
Before we dive into the power of hyperlocal marketing, let’s understand what it is, why it matters, and how local businesses can use this strategy against their competitors.
Hyperlocal marketing harnesses geolocation technology and refined data analytics to bring businesses closer to specifically potential consumers within a restricted geographic area. This allows local businesses to unlock opportunities and connect more intimately with local communities. Today, with the advent of affordable digital capabilities, it has become much easier for local businesses to benefit from the last mile, embracing consumers, and accessing growth prospects
According to research, communication from a brand or a business becomes more relevant when presented to someone nearby who can act on it immediately. About 78% of online mobile location-based search results in an offline purchase (source: Hubspot). The latest digital technologies, like smartphones and location-based services, have allowed consumers to get the right information at the right time.
Hyperlocal marketing has been gaining attention in the last few years due to the following reasons:
Modern consumers have limited time and look for convenience. Their needs more than ever before, are being influenced by the digital world. Consequently, the usage of smartphones and internet access has risen considerably, sharply increasing “Near Me” online searches. According to a report by Google, local searches have grown by a staggering 500%, in the last few years. Users are now expecting quick and accurate answers keeping geographical convenience in mind.
Global marketing has seen saturation points, for various industries. Given the fact that businesses need to cater to diverse audience types, brand-level campaigns may not necessarily serve the purpose of targeted marketing. Consequently, hyperlocal marketing brings a beneficial opportunity to stand out with clear differentiating factors, achieve a competitive edge, and form stronger consumer relationships.
By targeting the local audience, businesses can become more relevant and cater to the specific needs and preferences of the community. This helps brands and their outlets build an impactful presence in the local community, have the upper hand over generic, more traditional forms of marketing, and do business in a more outcome-oriented manner.
There’s a lot happening in the digital space. As a result, consumers receive lots of information and communication. The more personalized the information and communication, the greater the chances of impact. According to a survey, 80% of consumers are more likely to make a purchase from a brand that provides personalized experiences (source: Forbes). Thus, to present-day consumers, personalization plays a significant role, giving them a solid reason to
associate with brands, raising the likelihood of purchase activities.
Due to its targeted nature, hyperlocal marketing is often easier to monitor and measure. Local businesses can get a clearer picture of campaign performance in specific locations, leading to better data-driven decisions. Apart from targeted performance, this also allows businesses to keep track of financial performance, thus making hyperlocal marketing activities highly cost-efficient.
When you decide on Hyperlocal marketing, it requires a blend of digital strategies and ground-level engagement. Here are some strategies you can use for your benefit –
As we navigate the new digital age, the quote, ‘think global, act local’ resonates more than ever. Consumers have recently sought immediate solutions and personal relevance in their interactions. Its power lies in its capacity to transform businesses from simple service entities to community touchpoints.
This is where SingleInterface comes into play.
By partnering with us, businesses can leverage these strategies to enhance visibility and fortify their brand’s presence in the heart of their local community. By partnering with us, businesses can navigate the intricacies of hyperlocal marketing and establish themselves as vital community pillars.