Home Uncategorized Hyper Locality: Why Focused Marketing is the Next Trend in Marketing

Hyper Locality: Why Focused Marketing is the Next Trend in Marketing

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Digital-bg
Online marketing strategies
are
still a hot commodity with marketers since studies
indicate
 that these methods are still being
successfully utilized with today’s
consumers.

               
                 
                 
                 
                 
         

Guest Post by Nick Rojas on
FanBridge Blog

When you see the word “hyper,” do you imagine a small child
running amuck?  Or perhaps you might think of the medical
terminology that refers to something in excess, above and
beyond the norm. This is how the term relates to hyper
locality, with an above average focus being placed more
extensively on location when it comes to digital marketing
strategies. 

Online marketing strategies are still a hot commodity with
marketers since studies
indicate
 that these methods are still being
successfully utilized with today’s consumers. Results show
that:

  • 70% of respondents agree that online marketing on social
    media is effective.
  • For 2015, online marketing is preferred by respondents 80%
    of the time on websites, thumbs up to 70% choosing  social
    media channels and 60% via emails.
  • Online marketing improves brand awareness according to 73%
    of respondents.

 

With the explosive growth of smartphones, tablets, laptops and
other handheld devices, it is only logical that marketing goes
mobile and local, especially hyper local. Businesses need to
leave a digital footprint for consumers to find them using
their mobile devices since more of them are accessing the
internet, rather than stationary desktop users, according
to recent research
.


smartphonegraphic

So we can see why mobile   marketing is so important,
but what are some strategies to reach this audience on-the-go?
Let’s take a look at a few methods that will connect better to
mobile and help to localize marketing:

Hyper Localized Both Online and Off

In order to have a presence in your local community, you
actually need to be present as a part of your
local community
. Support nearby charities, start a
canned food drive, sponsor local sports teams and attend
community functions. For a more personal touch, create and hand
out event-specific business
cards that can be made inexpensively online
 and
branded with your logo. Remind consumers that you met them at
this local event and offer them a discount or coupon with your
card.

Push this valuable connection to your community online, blog
about local events, post a calendar of events on your website,
recommend other non-relevant products or services in the area;
where customers can grab a great burger or enjoy a local
hotspot. When people are searching for this type of information
on the internet, your brand and business will show up more
often in search results and raise your rankings.

Be Localized and Socialized 

Having a presence on social media will help search engines
locate your business, especially on sites like Google. Their
algorithms now place more importance on connections made on
these social platforms and will help to further push your brand
up in rankings.

Minimally you should have a presence on Facebook, and you can
even target audiences according to their locationby
following this simple guide
. Listings on Google+ and
LinkedIn are also encouraged, but be careful not to bite off
more than you can chew on many different channels as users
expect regular posts, engagement and responses. As you become
more familiar with marketing and networking on social media,
you can branch out to other channels, Twitter and Instagram are
also popular choices.


facebook account

Listed Locally to be Found

Take the time to sign-up your business on as many of the local
listings available on the internet as you can possibly muster.
Online listings such as Google Places, Foursquare and Yelp are
often one of the first places to pop up when searches are
performed. 

Take it one step further: claim and customize your business
site, add pictures, your brand’s logo, office hours, telephone
number, email address and linkable website URL. This will give
your business a genuine, authentic image that more consumers
will trust.

With a little time, some strategy and engagement, you can
connect with online audiences using content marketing on a more
localized level. 

Email Marketing 

More emails are checked on mobile
devices
 than on desktop computers. Since users are
much more likely to click on a mobile device, it’s important to
engage your audience with actionable promotions. Online
surveys, voting polls, and limited-time offers are good
examples of engagement. 

It’s also important to take advantage of the fact that your
audience is a click away from the app store. So if you’re
marketing an app, offer a download link and your conversions
are just about guaranteed to increase.

Users are more likely to click through an ad if there is local
information. By advertising your locality to audiences in the
area, you’re less likely to be viewed as spam. Emails with
dates on local events give users the sense of urgency to go to
your store and events before it’s too late.  Target these
hyper local emails with FanBridge’s
Intelligent Targeting tool
.

With a little strategy and a good design, email marketing can
become one of the easiest and most lucrative ways to engage
with your local audience.

______________________________________________________________

Nick Rojas is a business consultant
and writer who lives in Los Angeles. He has consulted small and
medium-sized enterprises for over twenty years. He has
contributed articles to Visual.ly, Entrepreneur, and
TechCrunch. You can follow him on Twitter @NickARojas, or you can
reach him at NickAndrewRojas@gmail.com

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