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Hyperlocal Social Media Marketing: Navigating the Power of Targeted Engagement

16 min read

In the age of digital transformation, the marketing scene got a facelift. Businesses now wield powerful tools to boost their reach sky-high. But hey, every online business is armed to the teeth with these tools too!

For ecommerce businesses to thrive, they need to implement top-notch strategies that target customers precisely when they’re making crucial buying decisions. One powerful tactic for this is hyperlocal social media marketing.

Here’s a closer look at hyperlocal social media marketing and how to use it for best results.

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Introduction to Hyperlocal Social Media Marketing

So, the first question is: what exactly is hyperlocal social media marketing?

Some may assume that all social media marketing is the same, but this is far from the truth.

Hyperlocal social media marketing targets a specific geographic area to create an impression and connect with customers local to that area. It is a way for businesses to truly capitalize on social media marketing through targeted relevancy.

Hyperlocal social media marketing allows businesses to pinpoint their marketing efforts to even a city block or neighborhood. Ultimately, the main goal is to connect with the immediate surrounding customers.

At first impression, some businesses may think that narrowing the extent of marketing efforts wouldn’t be ideal. After all, why would a business want fewer people to see their advertisement?

While understandable, hyperlocal ads are more about connecting with those who truly resonate with the efforts. For instance, a taco truck that wants locals to try their new menu offerings or a bookstore inviting locals to an event.

The Bouqs Company uses a hyperlocal marketing strategy by tailoring content for Chicago

Is Hyperlocal Targeting for Small Brands Only?

Many businesses can benefit from hyperlocal marketing, especially brick-and-mortar shops, small businesses, service providers in specific areas, and companies participating in local events.

However, hyperlocal ads or other types of hyperlocalized promotion aren’t just for smaller local brands. Large-scale nationwide brands can also greatly benefit from them.

For example, if a larger brand is launching a new store in a smaller area, it can use hyperlocal targeting to attract local customers. This is exactly what Crumbl Cookies did when they launched their new location in Charlotte, NC. They began offering free cookies at their newest location and promoting this event, which drew in the local crowd.

The Benefits of Hyperlocal Marketing

Hyperlocal marketing can significantly expand a business’s visibility and reach, even though it is a narrowed effort.

Sure, a business can spend a significant budget throwing digital ads and social media campaigns everywhere, but much of this will fall on deaf ears. The digital age has led to people being bombarded with ads and campaigns daily, making many adept at ignoring or glossing over them.

Hyperlocal social marketing, on the other hand, engages customers in a more personal and relevant way. It’s connecting with customers on a foundation of community and meeting them at the right place and time. This helps foster a more significant connection with potential customers while building a sense of trust.

Hyperlocal Marketing Strategies Help Connect with Your Local Community

One of the most significant advantages of hyperlocal marketing is its ability to help a brand connect with its local community. It establishes the brand as a part of the community rather than simply a business attempting to invade the wallets of locals. As mentioned above, this builds trust with the community and creates a sense of loyalty from locals.

Sprouts Farmers Market announces the opening of a new store on social media to connect with local shoppers

Moreover, it creates opportunities for collaboration with other businesses or organizations within the local community. Rather than locals seeing the business as separate entities, it becomes woven into the community. In turn, this will help drive more foot traffic into the business.

Hyperlocal SEO Can Boost Your Online Presence and Visibility

The value of hyperlocal targeting is put into perspective when considering that organic and local searches drive 69% of digital traffic.

This means that a business needs to capitalize on these searches by keeping themselves relevant to these types of searches. This can be done through hyperlocal SEO. A business can rank better for these local and organic searches by implementing well-written and proper hyperlocal SEO.

For example, a business that sells organic and locally grown produce can include specific keywords such as “fresh local produce” or “farm-to-table dining” in its website content and meta tags to attract customers searching for these terms.

However, while consumers still rely primarily on search engines and online marketplaces for product research, increasing numbers of online shoppers use social media platforms to find products. The top social media platforms for product search are YouTube, Facebook, Instagram, and TikTok. That means optimizing social media content with hyperlocalized terms can also be beneficial for businesses targeting local consumers.

Consumer Trends Report by Jungle Scout provides product search statistics

Say, a local food truck we discussed above wants more people to know about it. They can begin by implementing hyperlocalized terms in their social media posts, such as location tags, town or city name hashtags, neighborhood names, landmarks, and more. This way, when people search for food in said local areas, their social media posts are more likely to show up.

Also: How to Promote Your Small Business Locally: 15 Practical Ideas

Tips for Creating Effective Hyperlocal Social Media Strategies

Now let’s take a look at some actionable hyperlocal marketing tips that businesses can use to cast themselves to their community.

Determine Your Target Audience

Like any good marketing strategy, businesses must determine the target audience for their hyperlocal social media campaigns.

The business needs to understand the demographic range, interests, age, etc., of the local community that they want to connect with. This will help them better understand the community’s needs and wants. Consider questions such as:

  • What does the community tend to share?
  • What are they passionate about?
  • What are their major concerns?
  • What are some primary interests?

Fleshing out the target audience will help any business create a more effective and specific social media campaign that will resonate.

Determine the Target Area

Another vital step is for the brand to determine which area it is trying to target. Is it a specific neighborhood? Town? City? This will help narrow down what to include in the social media campaign and what types of SEO terms to use.

Remember, hyperlocal campaigns are meant to be targeted rather than a shotgun marketing method.

Aim for Well-Written Hyper Localised SEO

As mentioned above, SEO is one of the most efficient ways for a business to improve its hyperlocal marketing strategies. Every social media post should be crafted to reflect the local area.

According to K K Ranga, a top digital marketing voice, there are several factors to consider to be successful with hyperlocal SEO, including “understanding the search terms that your target audience is using, optimizing your website for those search terms, and building strong relationships with other local businesses and organizations.”

A good list of hyperlocal SEO terms can be built by considering:

  • Neighborhood names
  • Local known abbreviations or slang for the area, i.e., “Soo” for Sault Ste. Marie in Canada
  • Known landmarks, such as parks, bridges, monuments, or attractions
  • Major organizations in the area, like colleges.

From here, keyword research can be done on high-search-volume keywords related to these local terms, like “food truck Seattle” or similar.

Use Hashtags and Geotags

Hashtags are one of the most powerful modern marketing tools, especially in hyperlocal advertising. When running social media ads or making posts, businesses should capitalize on using hyperlocal hashtags using the terms found from the points mentioned above for SEO.

However, don’t overdo it on hashtags. Only place around 5-10 maximum in each post. Otherwise, it begins to look spammy or difficult to read.

Don’t forget to add local geotags to your social media posts. This can help boost your visibility in local searches and connect you with potential customers in your area.

Half Magic Beauty not only discloses the event location in the image but also includes a geotag

Target the Right Platform

One of the most important factors in effective hyper-localised social media is using the right platform. Businesses need to choose the right platform for their target audience. For instance, if aiming for a younger target audience, TikTok or Instagram are often the best choices.

However, this doesn’t mean it has to be limited to one platform. Businesses can use as many platforms as they want, depending on their budget and resources. In fact, targeting multiple platforms can be an excellent way to develop more interest and traffic.

Create Hyperlocal Content

Create content around local events like city-wide festivals or pop-up shops. For instance, you could craft a brief TikTok video detailing the backstory of a local festival or share a series of Instagram stories showcasing your business’s participation in a local networking event.

Besides events, explore what makes your location unique. If your area boasts a famous food scene or a beloved sports team, share content that showcases these unique aspects. For example, you could create a YouTube video featuring an interview with a local artist.

An outdoor shop in Colorado Springs shares a post localized with details about the weather and popular activities in the area

Remember the visuals. When creating photos or videos, include local landmarks or cultural elements. This could be a famous street, a popular local spot, or some cool regional architecture.

Also: Ecommerce Content 101: Easy Types of Content to Make for Your Business

Interact with Local Users

After creating a social media post, the business should try to interact with any activity on the post. Respond to comments, encourage people to share the post, thank them for sharing, and address any concerns or questions.

This doesn’t mean it has to be monitored around the clock, but the business should aim to engage with users. This can boost connections with potential customers and foster trust in the brand.

Another powerful strategy is to encourage local customers to share content featuring your products. For instance, Hermes set up Instagram-worthy pop-up stores in various cities, which appeared in posts by local residents, promoting the brand.

The Hermes Kiosk made appearances in multiple cities, elevating brand visibility at a local level

Of course, you don’t have to go as big as Hermes — smaller but impactful actions would do great, too. For example, offering discounts or special promotions to local customers who share their purchases on social media can be a simple yet effective way to generate user-generated content and increase brand visibility.

Engage with Local Organizations or Events

To develop additional interest and buzz within the community, businesses should interact and support other notable organizations, events, or charities. Share posts about these other events or organizations and tell people to check them out. Follow these other organizations on their social media pages, etc.

Not only does it show the business is invested in the community, but it also opens the door for collaboration or for their own content to be shared. Additionally, businesses should participate and engage in local events or charities to show commitment to the community and build a reputation.

La Roche-Posay hosts an event in New York City to raise awareness about melanoma

Know Your Competition

Any business aiming for hyperlocal targeting also needs to consider the competition in the area. Determine who the biggest competitors are, what they do that works and what doesn’t. This allows the business to use effective strategies that are shown to work and capitalize on where the competition is failing.

Additionally, determining competitor locations helps to narrow down the best places to target, as there is already interest in the product or service around competitors.

Keep Your Listings and Pages Updated

Having your business listed correctly significantly impacts whether shoppers can find you online. So, in addition to keeping your Google My Business and Yelp listings current, ensure your info on social pages like Facebook and Instagram is up to date, too.

Coffee Parisien shares its address and operating hours in their Instagram bio

Add your business hours and any other details to help customers decide to drop by, along with your business name, address, phone number, and website. If your business has multiple locations, consider creating standalone listings for each spot.

Partner with Local Businesses and Influencers

Local influencers and businesses can really amp up your credibility and visibility. Get them to share their experiences at your store or review your products. This not only exposes you to their audience but also adds variety to your marketing efforts.

For example, if you own a restaurant, collaborate with nearby businesses to offer discounts or promotions to each other’s customers.

Netflix hosted an event in Bowral to promote a new season of Bridgerton, inviting local influencers to join

Get Started with Hyperlocal Social Media Marketing

We hope these tips help your business launch incredibly successful hyperlocal social media marketing campaigns. By understanding the community, engaging in events and charities, and assessing the competition, you can effectively reach your target market and build a strong local reputation. Never underestimate the power of building trust and loyalty with the local community!

 

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About the author

Anastasia Prokofieva is a content writer at Ecwid. She writes about online marketing and promotion to make entrepreneurs’ daily routine easier and more rewarding. She also has a soft spot for cats, chocolate, and making kombucha at home.

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