If you are a marketer with a brick-and-mortar store who’s looking to build awareness for your brand and increase conversions, you’re probably already using social media channels to either communicate or engage with your target market. In this blog post, efogator media enterprise is here to show you how hyperlocal social media marketing can improve your conversions and help you grow your business.
And why shouldn’t you be? There are over 2.3 billion social media users out there, so it is definitely in your interest to be able to meet your consumers where they already are.
But if you’re just getting started or perhaps looking to improve engagement and conversions for your brand in a certain region, then it’s worth it to narrow down your efforts and connect with your audience in a highly localized way that’s more relevant and more personable to them.
After all, personalization is one of the most important keys to successful digital marketing. Studies show that 93% of companies who personalize their content see a boost in revenue.
Latest studies show that 93% of companies who personalize their content see a boost in revenue. Don’t miss reading: 10 reasons you should hire a social media manager for your business.
So, how can you start personalizing your social media marketing strategies to improve conversions in a certain region?
What is Hyperlocal Social Media Marketing?
Hyperlocal social media marketing as it were is an advertising strategy that targets a very specific geographical area, such as a neighborhood or small community, with very localized and relevant types of content, meant to especially relate to the interest and needs of the people in that area.
In a world where almost everyone has a mobile device in their pockets at all times, hyperlocal social media marketing has become an even more important tool for marketers looking to gain exposure in certain areas and win over potential customers.
By doing this, you can establish your brand as a valued member of their community, build trust with your local market, and yes, ultimately improve your conversions.
Examples of Hyperlocal Advertising
A woman stands in front of a globe with a large target, a dart in its bull’s eye, signifying hyperlocal marketing.
Here’s an example of what hyperlocal marketing looks like in real life:
Let’s say you’re hosting an industry conference in Oklahoma City next summer. You can take advantage of hyperlocal advertising by creating an organic nurture campaign on Facebook, Instagram, LinkedIn, or the social platform of your choice, optimized to appear for users searching up terms such as “Oklahoma City summer plans” or “things to do in Oklahoma City this summer.”
When you get closer to that registration deadline, you can change the parameters to only target those who live around Oklahoma City. To get even more hyperlocal, you could run a special ad campaign during one session of the conference to highlight something special, maybe a headline musical guest.
Let’s say you got U2 to play a set during your Friday night keynote. You could run an ad targeting a two-block radius around your event venue on Friday afternoon, saying something like, “Hey, U2 is playing in an hour just up the street! Go now! Show this ad and get a $20 discount off the entry charge!”
Pretty neat, right?
There are many benefits to this strategy. According to Google, hyperlocal searches (such as typing “sports store near me” on Google Maps) have increased by 200% between 2016 and 2018. More recently, a 2022 SafariDigital report shows us that 97% of users search online when looking up local businesses.
Small wonder then that more and more businesses are using hyperlocal social media advertising in their marketing plans to make nearby customers aware of their products and services.
Who Should Use Hyperlocal Social Media Ads
So, who does this work for best? We find that hyperlocal social media ads work best for small businesses, local retailers, and service providers who rely heavily on foot traffic and local customer relationships.
Event management companies can also benefit from this and so can market managers who need to promote events, tours, and road shows in various cities.
If you offer services that frequently receive local searches, such as “local finance advisor,” “local piano tuner,” or “local apparel printer,” it can also benefit you to create local and hyperlocal ads that target the regions of the country that generate the most leads.
It’s definitely worth looking into so, if you’re interested in trying out this strategy, here’s how you can get started.
How to Implement Hyperlocal Social Media Marketing Strategies
A section of Google Maps with a location pin targeting a local market. Below are 3 steps to implementing hyperlocal social media marketing strategies effectively.
1. Choose a Campaign That Would Benefit from Hyperlocal Marketing
The first step to implement hyperlocal social media marketing strategies is to make a choice of campaign. Look at your marketing plans for the next six months. What’s something that has a direct tie-in to a local audience? What are opportunities to capture local SEO searches, which you could own through a hyperlocal campaign?
Whatever it is, take note because the next thing you need to do is …
2. Identify Your Target Audience and Your Goals
Identifying your target audience and your goals is the second step to effectively implement hyperlocal social media marketing strategies. Now that you have a campaign you think would benefit from hyperlocal strategies, you need to figure out who your audience is.
Knowing this is important because it will help you determine what social media platform is best for your goals. For example, you wouldn’t use Facebook if it’s those GenZers you’re looking for and, alternatively, if your audience is GenX and Baby Boomers, you wouldn’t choose TikTok.
3. Determine Which Platform Is Best
The last step for implementing hyperlocal social media marketing strategies is making up your mind on which platform is good enough. Determine which platform is best for your intended target audience and then decide what it is you’re looking to accomplish with your new strategies.
Whether you’re looking to enhance brand awareness, pre-target for an Account-Based Marketing funnel, or whatever else you think will improve your conversions, it’s good to have these down in advance to keep your messaging both efficient and consistent.