8 Factors for HyperLocal Marketing for your Business

by - 6:50 PM

It’s the 29th Day of August 2017 and in this Month I met many Brands / Individuals who are aiming not Global but to Go Local. And to my surprise, there are many players in developing countries enabling SMEs and SMBs to get local, especially brick & mortar businesses. Here are tools and businesses helping you to get local expertise.
Even Google push a lot to become local experts by contributing on the location you visit, pushes local listing on mobile. Wait Wait, forgot to tell you all this started and got scaled with Mobile as the preferred platform/search device for users. 

Keeping this as context I thought let me try to become a local marketing expert or Hyperlocal Marketing Expert.

Though it’s totally different from my experience of handling global brands campaign, managing PAN India campaigns, Global marketing, reading cultural trends, Data & Analytics, Branding & Packaging, Social Media Marketing, Media Buying, Affiliate- nothing from these skills sets came to rescue to handle - Local marketing of Dental Clinic, Laundry Stores, Pizza Stores, Burger Chain Outlets, Fashion Retail outlets and more. Honestly, they need a different marketer brain altogether.

During this journey of becoming a Hyperlocal Marketer, I had collected a lot of pointers and checklist which can your Local Business Listing and a strong player to get you :
  • More visits to your Store
  • Calls to your Reception
  • Website Traffic
  • Online Ordering
But to give GEO Juice to your business you need to understand how exactly it works. Here is curated pointers and factors which are active and relevant in 2017 as well to make your business grow online at the hyperlocal level. And trust me it’s not new, it exists even when we used to do traditional marketing wherein we use to engage local radio station, flyers in the newspaper by local newspaper guy.

In 2017 we do it differently, now you are doing hyperlocal marketing for users who are online and using Google as their search platform to look for “near me” business. And if you miss these searches in today's age being SMEs / SMBs you are missing a large pie of business for somebody else.

Let's jump to HOW to leverage local listing and Hyper local marketing for your business?

For that first thing, you need to make sure that you are Ranking on the 1st page of Google and that too on local listing placeholder.

Now as per authoritative Source moz.com, for local SEO and optimization you need to have you Google My Business listing. Check here more about GMB

Factors to Rank on Local Searches:
 Source - MOZ.com
Here are an example of GMB listing and different placeholders

  • GMB Listing -Google My Business Listing. Your primary listing at Google that is editable in the GMB dashboard and publicly accessible at 3 locations:
    1.    Google Search
    2.    Google Maps  
    3.    Google+
  • GMB Landing Page: The page that a GMB listing links to. Usually the homepage or a location page.
  • Local Pack: The regular local 3-pack that appears for most local search terms.
  • Local ABC Pack: A local 3-pack with A, B, and C to the left of each result. No review stars, ratings, or counts appear for this type. This pack type is returned for branded terms such as "Starbucks" and, inexplicably, for storage and gas station term.

  • Local Snack Pack: This style of local 3-pack appears for dining, hospitality, and entertainment terms. Results have a photo, no phone number, and no links to the website.
  • Local Sponsored Pack: The special pack type that is currently appearing in San Diego for plumbers and locksmiths. It appears in addition to the regular local pack. There are also these sponsored pack types appearing for home services businesses in the San Francisco area.
  • Local Finder: The complete list of local results that appears when the "More places" link at the bottom of a local pack is clicked.
What do you need to take care of as a Marketer/Brand owner to get the listing of your business on local searches:
  •     My Business signals (proximity, categories, keyword in business title, etc.)
  •     Citation signals (IYP/aggregator NAP consistency, citation volume, etc.)

  •     On-page signals (presence of NAP, keywords in titles, domain authority, etc.)

  •     Link signals (inbound anchor text, linking domain authority, linking domain quantity, etc.)

  •     Review signals (review quantity, review velocity, review diversity, etc.)

  •     Social signals (Google engagement, Facebook engagement, Twitter engagement, etc.)

  •     Behavioral/mobile signals (click-through rate, mobile clicks-to-call, check-ins, etc.)    

  •     Personalization

These are all technicalities but as a layman, if I need to conclude this blog I have to be more specific to your business basics like to get Local Marketing Juice for your brand and business:

  1. Optimizing your Website
  2. Blog
  3. Mobile Responsive 

  4. Optimizing your Google Profile
  5. Find if your GMB listing is claimed
  6. Complete your GMB
  7. Follow all Google Guidelines
  8. Indoor Street View of your Business
  9. Identifying and Eliminating Duplicates
  10. Build Citations
  11. Link Building
  12. Reputation Management
  13. Conversion Optimization
  14. Social Media Optimization
  15. Schema Markup
  16. Performance Tracking

Click here to DOWNLOAD the full Local SEO Expert Guide.

What’s the Big Picture :

Once you get sorted with foundational and advanced steps of local SEO then you can sit back and relax to get Google index you on local searches as per your category of business. As mobile is the new screen and we know that stay time of user been tripled these hyperlocal marketing efforts will start adding more business.

80% of your targeted audience have smartphones, according to research from the Global Web Index. It gets even better for local businesses. According to a Google/Nielsen study on mobile search

45% of mobile searches are the long tail and specific to near me “Location based”, and when people use mobile search to help make a decision, they are:

    •    30 percent more likely to visit a retailer’s website
    •    57 percent more likely to visit a store
    •    51 percent more likely to make a purchase
    •    39 percent more likely to call a business

Recall and Ad campaign Google is pushing in India on NEAR ME Keywords and need to bridge offline to online searches and drive business for local stores as well. As more local searches are being conducted through mobile devices, your company’s / store website should also be optimized for mobile devices. So create an experience specifically for mobile and not a mini version of the desktop site.

If you are not successful at the local level as your brick and mortar business you won't be able to scale it from one location to the second location. And the subset of digital marketing, hyperlocal marketing is the key to get local presence and win the game with less competition.

Best part of this hyperlocal marketing game is that it has immediate ROI and tracking. You just need to be perfect with your business listing and Google guidelines.

After successful implementation above thoughts, my clients have seen a 50% growth in their business in form of calls, visits to the store and more traffic on the website. That’s a winning shot!

Are you still missing local presence? Connect with me on twitter @reachmesoon and let's solve the mystery together.

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