Traditional online marketing aims to reach a large number of consumers. Consequently, it has low click-through rates, ranging from 0.98% for social media advertisements to 1.66% for search advertising. This is akin to casting a large net and hoping it reaches some of your potential consumers. These marketing channels are also extremely expensive from a cost-per-conversion perspective.

    While this might work for large brands with an online presence, local brands need targeted solutions. Showing your advertisements to people 100s of kilometers away makes zero sense.

    Hyperlocal campaigns enable you to target a specific demographic. If you are a local store, you would only want to push your marketing campaigns to people within a certain radius. Ideally, you can also use other metrics like age groups, people conducting specific searches, and people buying related products.

    For example, if you are a store selling accessories for smartphones, a person in the 18-35 age group will generally be interested in purchasing a trendy protective cover.

    However, increasing ROI is your primary motivation for going the hyperlocal route. To maximize your advertisement and marketing ROI, it is necessary to create the right hyperlocal content for the right audience.

    Strategies For Optimizing Your Hyperlocal Campaigns

    You will find several guides on creating hyperlocal campaigns on the internet. But merely knowing what to create is not enough. You need to formulate an optimized strategy according to your budget and know the right tools to be able to implement them.

    In the next few points, we will discuss some of the most impactful strategies and how to implement them.

    Leverage Location-Based Technology 

    Using location-based technologies can help you understand search intent and trends at a store level. This provides detailed location-level insights—a critical asset in the hyperlocal space, where search trends and keywords can differ at a locality and even street level.

    With ‘Open Now Near Me’ searches having grown by over 400% year on year and trends showing increasing mobile-phone usage for digital searches, location-based targeting and optimizations are easier to leverage than ever before. You can get detailed insights about consumer behavior based on their location, and then use them to finetune your strategies. 

    For example, if a bulk of your sales are coming from a certain part of the city, you can double down on your current strategy to retain these customers and increase conversion rates for this audience segment. At the same time, you should introspect why consumers from other locations are not buying your products and then implement strategies to get into this untapped market.

    Optimize For Local SEO

    Optimizing your local SEO is the key to increasing visibility in local searches and getting the most out of location-based strategies. 

    You should maintain consistent NAP information (Name, Address, Phone Number) across your online presence to increase trust and rankings. Apart from on-page content, ensure your internal linking structure is in sync with local search trends.

    Make sure that you are optimizing all your business listings across platforms, with special emphasis on your Google My Business (GMB) account.

    Content First Approach

    After you reach the target consumer, high-quality content drives conversion. Your audience segmentation and profiling will come in handy here as they will enable you to create content that resonates with a hyperlocal audience. 

    You can create content and marketing campaigns based on local themes and festivals. However, segmentation and targeting by age group remain the key to conversion. While some of your target audience will appreciate Valentine’s Day offers, others might be converted by senior citizen discounts. But almost all of them will appreciate a warm, personalized message on their birthday.

    Offering Omnichannel Presence & Experiences

    Implementing an omnichannel presence can help local businesses stay visible, while strategically using each channel. Having seamless transition and continuity between online and in-store experiences is important for local offline businesses. It also enables better reach by allowing you to stay visible on social media and popular instant messaging apps such as WhatsApp.

    SingleInterface offers a range of Presence and Engagement Management features to efficiently handle omnichannel integrations.

    Return On Investment (ROI) Optimization

    Once you have implemented the above strategies, it is time to have a look at how they are performing and what kind of ROI your local business is getting. 

    ROI optimization is an iterative process where you have to make incremental changes according to the results your marketing campaigns are generating. You can run experiments here to see which strategies are working better with your consumer base. 

    For example, for multi-location stores, certain stores might have ROI well below the average. Similarly, some campaigns might have disproportionately higher or lower average invoice values. In such cases, strategies for these locations or campaigns will need to be tweaked. An important point to remember regarding this – it is necessary to base your decisions on data-driven analytics rather than assumptions.

    End-to-end hyperlocal presence management product offerings such as SingleInterface can help you implement and manage this process at a cost that is attainable for local brands and results in a high ROI.

    Final Words

    Hyperlocal marketing is the key to maximizing ROI for local businesses. Even with the rise of online shopping, a significant portion of consumers still prefer shopping in-store. If you can reach these consumers and show up on search results, they will choose your local business over other options.

    This makes it necessary for local offline businesses to implement well-targeted marketing campaigns to increase visibility among potential consumers and compete with other businesses. While the strategies are available online, implementing them involves 2 major roadblocks – cost and complexity.

    SingleInterface’s extensive product portfolio enables local businesses to implement hyperlocal presence management and marketing campaigns to maximize the ROI of their advertising budget.