What is hyperlocal marketing?
Posted: Sat Dec 28, 2024 5:29 am
Hyper local marketing is proximity marketing that attracts customers to points of sale . Its goal is to reach consumers who are in the immediate vicinity of the establishments, in the catchment area.
Local marketing helps generate in-store traffic through south korea phone number library different specific techniques and tools. Let’s find out what hyperlocal marketing is and what it’s based on.
1. Presence management
2. Geolocated advertising
3. Customer reviews
4. Direct marketing
Conclusion
presence management hyper local marketing
1. Presence management
Let's start with an observation: 30% of consumers search for local businesses at least once a week 1. The basis of hyperlocal marketing is therefore to be visible during these requests and to appear in prospects' searches.
It is particularly by working on your presence management that you develop the online visibility part of your local marketing . To do this, you must create Google My Business files, local pages on social networks and pages in local online directories. Also think about being visible in GPS navigation systems and creating a store locator on your website. Obviously each file, each page, each data, must be personalized at the level of the point of sale .
google my business profile
Google My Business local listing of a Rennes grocery store
Did you know that 72% of consumers who perform a local search online then visit a store within 8 km of their location 2 ? Thanks to presence management, you can easily develop your drive to store !
We understand that this is a huge undertaking for a network of brands with many local points of sale . Rest assured, you can easily optimize all the elements per establishment thanks to a local marketing platform .
geolocalized advertising hyper local marketing
2. Geolocated advertising
The second pillar of hyper local marketing is local advertising. Thanks to geolocalized advertising, you can broadcast ads with ultra-targeted content locally. For example, you can broadcast a local ad concerning the physical establishment closest to the consumer's residence (or workplace). Thanks to this proximity, you can more easily attract customers to points of sale. In fact, be aware that publishing targeted content creates 7 to 8 times more traffic in stores 3 .
It is thanks to the segmentation of your database that you can address the same advertisement but with local elements specific to each advertisement such as the address of the store, the weather in the city, making an appointment at the local establishment, etc. Without forgetting the participation of algorithms and the targeting of online advertising platforms.
geolocalized sponsored campaigns
Fictitious example of a geolocated sponsored campaign
3. Customer reviews
Did you know that 88% of consumers look for online reviews before choosing a local service 4 ? Managing customer reviews is therefore an integral part of hyperlocal marketing techniques .
Start by collecting as many customer reviews as possible by choosing locally personalized collection messages (emails or SMS). You can mention the sending store and why not add the consumer's last purchase. By receiving this personalized solicitation, your customer will feel close to your establishment (and its team) and will more easily leave you a customer review .
The second part of hyper-local customer review management is the response you make to comments. Take the time to personalize all your responses locally. Indicate the name of the local seller, that of the local point of sale, etc. Forget ready-made answers that could be the same in Paris or Marseille. Localize to the geographic area!
Please note that a local marketing platform can also support you in the local management of customer reviews.
email collection customer reviews hyper local marketing
Customer review collection email
4. Direct marketing
The fourth lever of hyper local marketing is simply direct marketing. This time you no longer address prospects but consumers who are already your customers.
The goal is to contact them regularly to build loyalty and maintain a connection with them. This local loyalty allows them to return to the points of sale and therefore increase your drive to store .
Direct marketing is done through SMS, emails or even messages on the answering machine. All these contacts must appear to come directly from the local point of sale where the consumer has already made purchases.
For example, you can leave an automatic message on a customer's answering machine from Marine, the saleswoman at your sports store who your buyers know well.
Remember, personalizing communications allows you to obtain a 5 to 8 times higher ROI, which means more in-store traffic !
Conclusion
Hyper local marketing is a set of marketing techniques aimed at creating local proximity with consumers. All this with the aim of generating more traffic in stores ! Local marketing involves presence management, local advertising, local management of customer reviews or even direct marketing.
Customizing all of your marketing actions locally can be time-consuming for a network of brands with many points of sale . Rest assured, a local marketing platform can help you improve your local performance while saving valuable time. Digitaleo's hyper-local marketing platform is a tool that combines your presence management, your local advertising, the management of your customer reviews and your direct marketing. The perfect support to make your network perform!
Local marketing helps generate in-store traffic through south korea phone number library different specific techniques and tools. Let’s find out what hyperlocal marketing is and what it’s based on.
1. Presence management
2. Geolocated advertising
3. Customer reviews
4. Direct marketing
Conclusion
presence management hyper local marketing
1. Presence management
Let's start with an observation: 30% of consumers search for local businesses at least once a week 1. The basis of hyperlocal marketing is therefore to be visible during these requests and to appear in prospects' searches.
It is particularly by working on your presence management that you develop the online visibility part of your local marketing . To do this, you must create Google My Business files, local pages on social networks and pages in local online directories. Also think about being visible in GPS navigation systems and creating a store locator on your website. Obviously each file, each page, each data, must be personalized at the level of the point of sale .
google my business profile
Google My Business local listing of a Rennes grocery store
Did you know that 72% of consumers who perform a local search online then visit a store within 8 km of their location 2 ? Thanks to presence management, you can easily develop your drive to store !
We understand that this is a huge undertaking for a network of brands with many local points of sale . Rest assured, you can easily optimize all the elements per establishment thanks to a local marketing platform .
geolocalized advertising hyper local marketing
2. Geolocated advertising
The second pillar of hyper local marketing is local advertising. Thanks to geolocalized advertising, you can broadcast ads with ultra-targeted content locally. For example, you can broadcast a local ad concerning the physical establishment closest to the consumer's residence (or workplace). Thanks to this proximity, you can more easily attract customers to points of sale. In fact, be aware that publishing targeted content creates 7 to 8 times more traffic in stores 3 .
It is thanks to the segmentation of your database that you can address the same advertisement but with local elements specific to each advertisement such as the address of the store, the weather in the city, making an appointment at the local establishment, etc. Without forgetting the participation of algorithms and the targeting of online advertising platforms.
geolocalized sponsored campaigns
Fictitious example of a geolocated sponsored campaign
3. Customer reviews
Did you know that 88% of consumers look for online reviews before choosing a local service 4 ? Managing customer reviews is therefore an integral part of hyperlocal marketing techniques .
Start by collecting as many customer reviews as possible by choosing locally personalized collection messages (emails or SMS). You can mention the sending store and why not add the consumer's last purchase. By receiving this personalized solicitation, your customer will feel close to your establishment (and its team) and will more easily leave you a customer review .
The second part of hyper-local customer review management is the response you make to comments. Take the time to personalize all your responses locally. Indicate the name of the local seller, that of the local point of sale, etc. Forget ready-made answers that could be the same in Paris or Marseille. Localize to the geographic area!
Please note that a local marketing platform can also support you in the local management of customer reviews.
email collection customer reviews hyper local marketing
Customer review collection email
4. Direct marketing
The fourth lever of hyper local marketing is simply direct marketing. This time you no longer address prospects but consumers who are already your customers.
The goal is to contact them regularly to build loyalty and maintain a connection with them. This local loyalty allows them to return to the points of sale and therefore increase your drive to store .
Direct marketing is done through SMS, emails or even messages on the answering machine. All these contacts must appear to come directly from the local point of sale where the consumer has already made purchases.
For example, you can leave an automatic message on a customer's answering machine from Marine, the saleswoman at your sports store who your buyers know well.
Remember, personalizing communications allows you to obtain a 5 to 8 times higher ROI, which means more in-store traffic !
Conclusion
Hyper local marketing is a set of marketing techniques aimed at creating local proximity with consumers. All this with the aim of generating more traffic in stores ! Local marketing involves presence management, local advertising, local management of customer reviews or even direct marketing.
Customizing all of your marketing actions locally can be time-consuming for a network of brands with many points of sale . Rest assured, a local marketing platform can help you improve your local performance while saving valuable time. Digitaleo's hyper-local marketing platform is a tool that combines your presence management, your local advertising, the management of your customer reviews and your direct marketing. The perfect support to make your network perform!