Search

Hyperlocal Social Media Strategy For Local Businesses

Overview of Hyperlocal social media marketing With the statistic showing over 2.3 billion social media users all over the world, it’s for sure that the social media marketing must not be ignored by the businesses. And, the people spend a lot of time on various social media platforms, which is a big plus for businesses. Many big business houses are already increasing their revenue with the help of social media marketing. The various popular social media platforms help these big businesses to reach millions of people in their target market, which help them to gain more exposure. However, there are many local businesses as well, and the local shops are the place where people build personal relationships, which is the reason the social media outreach must be done for them as well. According to the statistic, there are around 3.8 million retail establishments in the United States. The hyperlocal social media marketing is carried out especially for the local businesses to help them get more customers in their local stores. Hyperlocal marketing is the type of marketing, which is aimed to reach potential customers within certain areas. The brands must think global and act local, and their social media marketing strategy must be modified accordingly. Because of the growing importance of local level marketing, the private social networks like Townsquared and NextDoor have emerged, and even the Google is now changing the Google Maps into more of a social app. Getting started The task of getting started is not as easy as you may think it is. There may be a lot of internal hurdles that should be cleared before you actually start hyperlocal social media strategy. Here are some of the steps to get started. Assess your situation Before you actually develop and implement your hyperlocal social media strategy, you should talk with the management team to know their views on the hyperlocal social marketing strategy. Sometimes, there could be a need to argue with them on why you should implement hyperlocal social marketing strategy. Do some research and convince them on why it’s so important to have a hyperlocal marketing strategy. Devise a plan Before searching for the third party outside of your organization, you should search for the team inside your organizations, who are working on similar projects. Have a discussion with the retail team, IT team, social media departments, and others to develop a plan to help you out. After dealing with the people inside your organization, you can search for influencers, who can carry out influencer marketing campaign on a local level along with technological partners. Develop your hyperlocal marketing strategy After convincing the management team and devising a plan, you are ready to develop your hyperlocal social media marketing strategy. Here are the steps to develop a strategy: Determine the metrics for success and get approval from your management team. Present your strategy to all relevant stakeholders. Choose the right technology partner that can keep up with the trend and changes in the social media platforms. Train up Communicate your plans with your local partners, and tell them about what roles they need to play in order to achieve a great result from the campaign. Implementing your hyperlocal marketing strategy Here are some of the tips for implementing your hyperlocal social media marketing strategy effectively. Choose the right social media platform for you There are plenty of social media platforms to choose from; however, you should select the platform, where you can find plenty of people in your target market. The best platform for hyperlocal marketing strategy for plenty of local businesses is obviously the Facebook. Moreover, the recent improvements made by the Facebook to Graph Search and with the introduction of local awareness ads; the Facebook becomes the best choice for the hyperlocal social media marketing strategy. Having said this, you should also not ignore other major social media platforms for your campaign. Achieve hyper-local scale The purpose of hyperlocal social marketing is to communicate the local people with personalized messages. The hyper-local social media pages should be created to communicate with the people, translating the brand’s voice to the local level. This job is not going to be an easy job because the message should be communicated at the local level without losing the vital traits of the brands. Be clear about what you want to achieve via your marketing campaign There are primarily two major reasons for launching a hyperlocal social media marketing campaign, and i.e. to reach more people to create brand awareness or to boost the sales of a product. In order for your brand to reach more people for increasing your brand awareness, you can promote a valuable content to your target audience. This will help in building a better relationship with your existing customers, and it will help in creating a new relationship with potential new customers. Share the posts; engage with them in order to develop a good image among your customers and potential customers. The second goal of the hyperlocal social media marketing campaign is to boost the sales of a product or a service. After building a good relationship with your target market, you can now leverage the conversation to conversion. Provide them with options of products that can help in solving their problems in an appropriate manner. Measuring and Driving ROI After doing all the hard works in your campaign, it’s important for you to know whether your strategy is working out for you or not. The success of your campaign entirely depends upon your marketing objectives. The objectives of your marketing campaign could be to reach out to more people in that specific area, boost your sales, and others. To measure the success, you need to analyze the message you have conveyed to your target market and the way they have responded to your message. If the target market has responded in the way you expected, then we can say that the campaign was a successful one. The success rate depends entirely on the correlation. In case you had the objective of boosting the sales of your product or your service, you can measure the campaign success by measuring conversions and in-store sales. If your sales are much higher in comparison to the past when there was no hyperlocal social media marketing strategy, then you can say that the campaign was indeed a successful one. If there is a little or no change in the conversion or sales, then you should realize that something is not right. Your aim should not be to get sizable one-time local customers, but it should be to make them repetitive customers. If you manage to do so, then you have managed to develop a stable cash flow for your business. Use of locally-driven paid media A use of local-driven paid advertisement is a great way to boost sales for QSR brands and retailers, whose customers are located within a specific distance from their stores. You can promote special offers and discounts for getting a quick boost in the sales. And, you can also invite local people to your stores on special events or aware people about the new store that you just opened in a specific area. If you manage to satisfy your customers, then there is a good chance that your customers can bring you more customers. The study shows that 71% of the customers who had a great social media experience with a specific brand recommend that brand to their brand to others. Moreover, the social media platforms allow you to engage with the potential customers in a real-time, allowing you to tell customers about the exact location of your store, answer the queries of your potential customers and more. Here are some of the methods of promoting your brands locally on the Facebook. Local awareness ads: The Facebook platform allows the business pages to promote their posts anywhere between 1-60 miles from their local store. This is a great way to reach local customers. Unpublished page posts: The large brands may not want to see a lot of posts on their page, focusing on the local customers. For this purpose, the Facebook allows them to promote unpublished posts on the wall of the local customers without it being seen on the main business page of the brand. Conclusion The local partners have some expectations if they are working with big brands, and with hyperlocal social media marketing, you are helping them to earn more while getting more return for yourself as well.Social media marketing tips that will help you improve promoting your business on social media.With the social media platform like the Facebook allowing check-in feature for its users, it becomes easier for the businesses to cater to their needs, provide localized offers, and to know how they behave in specific areas. If the brand is able to run hyperlocal social media strategy is an effective way, it can get a tremendous return from their campaign.

Hyperlocal Social Media Strategy For Local Businesses

681
Hyperlocal Social Media Strategy For Local Businesses

Overview of Hyperlocal social media marketing

With the statistic showing over 2.3 billion social media users all over the world, it’s for sure that the social media marketing must not be ignored by the businesses. And, the people spend a lot of time on various social media platforms, which is a big plus for businesses. Many big business houses are already increasing their revenue with the help of social media marketing.

The various popular social media platforms help these big businesses to reach millions of people in their target market, which help them to gain more exposure. However, there are many local businesses as well, and the local shops are the place where people build personal relationships, which is the reason the social media outreach must be done for them as well. According to the statistic, there are around 3.8 million retail establishments in the United States.

The hyperlocal social media marketing is carried out especially for the local businesses to help them get more customers in their local stores. Hyperlocal marketing is the type of marketing, which is aimed to reach potential customers within certain areas. The brands must think global and act local, and their social media marketing strategy must be modified accordingly. Because of the growing importance of local level marketing, the private social networks like Townsquared and NextDoor have emerged, and even the Google is now changing the Google Maps into more of a social app.

Getting started

The task of getting started is not as easy as you may think it is. There may be a lot of internal hurdles that should be cleared before you actually start hyperlocal social media strategy. Here are some of the steps to get started.

  1. Assess your situation

Before you actually develop and implement your hyperlocal social media strategy, you should talk with the management team to know their views on the hyperlocal social marketing strategy. Sometimes, there could be a need to argue with them on why you should implement hyperlocal social marketing strategy. Do some research and convince them on why it’s so important to have a hyperlocal marketing strategy.

  1. Devise a plan

Before searching for the third party outside of your organization, you should search for the team inside your organizations, who are working on similar projects. Have a discussion with the retail team, IT team, social media departments, and others to develop a plan to help you out. After dealing with the people inside your organization, you can search for influencers, who can carry out influencer marketing campaign on a local level along with technological partners.

  1. Develop your hyperlocal marketing strategy

After convincing the management team and devising a plan, you are ready to develop your hyperlocal social media marketing strategy. Here are the steps to develop a strategy:

  • Determine the metrics for success and get approval from your management team.
  • Present your strategy to all relevant stakeholders.
  • Choose the right technology partner that can keep up with the trend and changes in the social media platforms.
  1. Train up

Communicate your plans with your local partners, and tell them about what roles they need to play in order to achieve a great result from the campaign.

Implementing your hyperlocal marketing strategy

Here are some of the tips for implementing your hyperlocal social media marketing strategy effectively.

  1. Choose the right social media platform for you

There are plenty of social media platforms to choose from; however, you should select the platform, where you can find plenty of people in your target market. The best platform for hyperlocal marketing strategy for plenty of local businesses is obviously the Facebook.

Moreover, the recent improvements made by the Facebook to Graph Search and with the introduction of local awareness ads; the Facebook becomes the best choice for the hyperlocal social media marketing strategy. Having said this, you should also not ignore other major social media platforms for your campaign.

  1. Achieve hyper-local scale

The purpose of hyperlocal social marketing is to communicate the local people with personalized messages. The hyper-local social media pages should be created to communicate with the people, translating the brand’s voice to the local level. This job is not going to be an easy job because the message should be communicated at the local level without losing the vital traits of the brands.

  1. Be clear about what you want to achieve via your marketing campaign

There are primarily two major reasons for launching a hyperlocal social media marketing campaign, and i.e. to reach more people to create brand awareness or to boost the sales of a product.

In order for your brand to reach more people for increasing your brand awareness, you can promote a valuable content to your target audience. This will help in building a better relationship with your existing customers, and it will help in creating a new relationship with potential new customers. Share the posts; engage with them in order to develop a good image among your customers and potential customers.

The second goal of the hyperlocal social media marketing campaign is to boost the sales of a product or a service. After building a good relationship with your target market, you can now leverage the conversation to conversion. Provide them with options of products that can help in solving their problems in an appropriate manner.

  1. Measuring and Driving ROI

After doing all the hard works in your campaign, it’s important for you to know whether your strategy is working out for you or not. The success of your campaign entirely depends upon your marketing objectives. The objectives of your marketing campaign could be to reach out to more people in that specific area, boost your sales, and others.

To measure the success, you need to analyze the message you have conveyed to your target market and the way they have responded to your message. If the target market has responded in the way you expected, then we can say that the campaign was a successful one. The success rate depends entirely on the correlation.

In case you had the objective of boosting the sales of your product or your service, you can measure the campaign success by measuring conversions and in-store sales. If your sales are much higher in comparison to the past when there was no hyperlocal social media marketing strategy, then you can say that the campaign was indeed a successful one. If there is a little or no change in the conversion or sales, then you should realize that something is not right.

Your aim should not be to get sizable one-time local customers, but it should be to make them repetitive customers. If you manage to do so, then you have managed to develop a stable cash flow for your business.

  1. Use of locally-driven paid media

A use of local-driven paid advertisement is a great way to boost sales for QSR brands and retailers, whose customers are located within a specific distance from their stores. You can promote special offers and discounts for getting a quick boost in the sales. And, you can also invite local people to your stores on special events or aware people about the new store that you just opened in a specific area.

If you manage to satisfy your customers, then there is a good chance that your customers can bring you more customers. The study shows that 71% of the customers who had a great social media experience with a specific brand recommend that brand to their brand to others. Moreover, the social media platforms allow you to engage with the potential customers in a real-time, allowing you to tell customers about the exact location of your store, answer the queries of your potential customers and more.

Here are some of the methods of promoting your brands locally on the Facebook.

  • Local awareness ads: The Facebook platform allows the business pages to promote their posts anywhere between 1-60 miles from their local store. This is a great way to reach local customers.
  • Unpublished page posts: The large brands may not want to see a lot of posts on their page, focusing on the local customers. For this purpose, the Facebook allows them to promote unpublished posts on the wall of the local customers without it being seen on the main business page of the brand.

Conclusion

The local partners have some expectations if they are working with big brands, and with hyperlocal social media marketing, you are helping them to earn more while getting more return for yourself as well.Social media marketing tips that will help you improve promoting your business on social media.With the social media platform like the Facebook allowing check-in feature for its users, it becomes easier for the businesses to cater to their needs, provide localized offers, and to know how they behave in specific areas.

If the brand is able to run hyperlocal social media strategy is an effective way, it can get a tremendous return from their campaign.

Stevan

Stevan Mcgrath

Blog Author

Stevan Mcgrath is a digital marketing professional who possesses expertise in brand design and development. Stevan is passionate about utilizing his diverse skill sets for new and innovative online marketing strategies. He has worked as a freelancer and a contributor to Provenseo. Despite having a wide influential reach, he seeks client satisfaction as his topmost priority. He also writes blog posts on recent digital marketing trends. 

Join the Discussion

Your email address will not be published. Required fields are marked *

4 comments

vinson 06 Feb 2019

Brilliant blog post. Most blogs you read online are boring and don’t offer much information. This was really helpful.

Ritika Goswami 05 Jun 2019

Superb Information given really valuable thanks for this keep sharing

Ritika Goswami 18 Jun 2019

Nice Blog To Really Helpful For Everyone Thanks For keep Providing More

Ritika Goswami 21 Jun 2019

Nice Good Information Given Thanks For It Keep Giving More

Suggested Blogs

E-Mail Marketing Training: Potential Beyond 2017

No one can deny the fact that the internet is the most used and fastest medium to get desired information about the latest product or service available at the most reasonable price. Over the decades, it has become the most used medium to carry the information surpassing the use of traditional mediums. The growing acceptance of e-mail marketing is powered by the increasing access and dependency over the internet; today, e-mail marketing has become the integral part of any marketing plan. Sensing the potential in the coming years, numbers of people are turning to join the e-mail marketing training from the experts at frontier management consulting and training organizations. 5 Reasons to Join E-Mail Marketing Training: Whatsoever field you chose for the career development, it must have long lasting potential. In case, you are already engaged as a digital marketer, the e-mail marketing training will edge your proficiency and performance. The statistics collected from the difference resources confirm the scope to succeed as an e-mail marketing expert. Customizable Marketing With a Personal Touch: E-mail marketing allows to segment your target audience and to tailor the e-mails for different segments. The e-mail personalization helps you to addresses the concerns of potential buyers in particular segment; as a result, they feel more cared and connected with your brand /business. According to a research conducted by Adestra, the mails with recipient’s name in subject line are 22.2 percent more prone to be opened. Action Oriented: The email marketing is transactional by its nature. As a trained e-mail marketing expert, you can use this marketing skill to boost the traffic to the business website. When the e-mails are used as the part of marketing strategy, you get more inquiries enriched with high potential of conversion. Mobile Devices Keep the Buyers Searching: The use of mobile devices is increasing fast. According to Adestra’s 2016 Consumer Adoption & Usage Study, 55% more mails are opened on mobiles. Each mail gets the instant attention of recipient; it means, e-mail marketing delivers the results fast. E-mail Marketing is Measurable: When you plan e-mail marketing campaign with the help of tracking software, you can track the response for each mail from the particular recipient. It is easy to get true picture of the effectiveness of e-mail marketing. During the e-mail marketing training, you learn to make your e-mails more action oriented. E-Mail Marketing is Economic Despite being fast to deliver and easy to track, e-mail marketing is the most economic marketing tactic. It is the most suitable yet effective marketing tool for the businesses having low budget for marketing. According to a study by Forrester Research, 85% of US retailers accept email marketing as the most effective customer acquisition practice (2014 Shop.org/Forrester Research, Inc.). e-Mail Marketing Course: The scope of training, curriculum’s dimension, teaching methodology, exposure to practical conditions etc are the prime factors that you must compare before re-enrolling for e-mail marketing training. The essential elements of e-mail marketing course are – Introduction to Email Marketing                Using Email as Conversation Tool Emails Creation                                                 Landing Page Incorporation Mailing List Creation                                       Blacklist and Spam Use of Esps                                                         Metrics, Measurement & Improvement… Learning in groups with plenty of opportunities to handle the projects independently makes the e-mail marketing training a specific skill development exercise. The participants learn to plan and execute the targeted e-mail campaigns most effective marketing tool to generate quick traffic, inquiries, and database. 5 Tips To Excel As a Certified E-Mail Marketing Expert: According to several recent survey reports, almost 72 % consumers say that emails are the most preferred choice for brand communication & here’s the Research based E-mail marketing tips that works. The trend seems good for your success but it makes the task challenging also; therefore, you need a smarter approach to grab the subscribers attention: Use Interactive emails highlighting particular topic Create easy to read and scan e-mails with visual excellence Use dynamic content to personalize the e-mail Place CAT (call to action) buttons at the top of e-mail Automate the welcome email – the businesses using automated welcome mails get 53% better conversion rate.
E-Mail Marketing Training: Potential Beyond 2017

No one can deny the fact that the internet is the ... Read More

Growing Social Media Trends in 2017: Know These to Increase Your Reach and Engagement

Overview of social media marketing The no. of people using the social media platforms is growing, so is the time spent by the people on various social media platforms. Some of the popular social media platforms are the Facebook, Twitter, Snapchat, LinkedIn, and so on. According to the statistic, the no. of active users on the Facebook has already crossed 1.9 billion, which is very close to 2 billion. Due to a large user base, many marketers are opting for social media marketing. Many social media marketers have been able to get a massive return on investment from their campaigns; however, there are also many people who have failed miserably to get anything out of their campaign. It’s because of their lack of strategy and knowledge of the current trends. Marketing is all about creativity, and to campaign creatively, it’s necessary to have some knowledge of the latest trends in the market.Here are some social media marketing tips to Increase Your Reach and Engagement. What are some of the social media trends you should be aware of? Many old trends have been replaced with the new trends, and the change is inevitable. Here are some of the social media trends you should be aware of in 2017. Live video streaming You may have already seen many celebrities and influencers posting live videos on their page and YouTube channel. This shows your audiences exactly what you’re doing in the current moment, and it also helps you to get on the spot comments and reactions. It has been able to increase the level of engagement on the post. The 14% of the marketers experimented with live streaming, and this percentage is expected to increase to 43% in 2017, according to the survey. Don’t miss out this feature provided by various social media platforms to get the most out of your social media marketing campaigns. Vanishing content The feature to allow you to share a vanishing content is just amazing, and it’s offered by both Snapchat and Instagram. You are allowed to share images that disappear after you view them, 10-second videos, and snap story (the story vanishes after 24 hours). The company like the Taco Bell got the most out of the Snapchat, as their content got over 250 million views in a single day, according to the case study done on the Taco Bell success. You can promote your contents in various ways to arouse your followers to view your contents with the help of this feature. Social media e-commerce As people are spending more and more time on the social media platforms, the popularity of social media e-commerce is also growing. The top social media platforms, such as the Facebook, Snapchat, Pinterest, and Instagram are already providing users various ways to purchase the products directly within their apps. The study shows that over 50% of the consumers browse social media platforms to keep track of the products for sale. Use this feature, conduct social media outreach to find right influencers to promote your products to further increase the sales of your product. Growth of chatbots Many companies are focusing on using chatbots because of its amazing features and affordability. It helps to improve your customer service. The tech giant like the Facebook along with many other companies is already integrating chatbots to take their customer service to the next level. The chatbot is expected to get even more popular in the future, and you will be very much likely to encounter much more smart chatbots in the near future. The chatbots are developed in such a way that they are able to solve many basic problems that are encountered by the customers. Nowadays, people prefer to get an instant answer through chatbots rather than through telephone line. Virtual reality The virtual reality is another trend in the field of marketing that is gaining popularity in the recent days. This technology helps to boost the engagement on the post via immersive and memorable experience. The story can be shared by the brands in a fascinating way, thanks to the virtual reality. The 360-degree virtual reality helps in making the video more realistic.  The VR headset or viewer can further improve the experience while watching the video. These videos can be smoothly viewed through any devices without any problem. The study shows that the 75% of the internet traffic will be represented by the video streaming, which is the reason it becomes more important to increase the quality of the videos. Conclusion The marketers who are well aware of the latest trends are the ones who are likely to get the maximum return from their campaigns. Many marketers have already started using these trends to increase their reach and engagement. The marketers who have not yet started using these trends are already left behind. Start using these trends, according to the requirement to see a big boost in the effectiveness of your social media marketing campaign.
Growing Social Media Trends in 2017: Know These to...

Overview of social media marketing The no. of p... Read More

Top Opportunities, Challenges for Digital Marketing in 2017

Whatever business you’re into, there’s no denying that 2017 is already bringing in a slew of changes on all fronts when it comes to digital marketing. The trends that took off this year are already taking the world by the storm and it’s really no wonder – we live in a modern, interconnected world. Information is available to anyone, everywhere, at the tip of their fingertips. People want more knowledge and access than ever before, and who can blame them? We’re here to take a look at some of the top opportunities and challenges that any business will face in the area of digital marketing. Make sure that you adapt accordingly. Live streaming The social media give people opportunity to live stream their life events directly to their online friends. The world has become more open than before. Faster and more dynamic internet connections allow people everywhere to live stream or follow live streamers and feel involved in their lives and happenings. When it comes to digital marketing, this is a good way to promote yourself and present your products directly via the internet. People are more likely to trust you with their time and money if you present something live and answer any questions they might have. Before doing that, however, it’s good to consult experts and guides in order to prepare for such a live stream. While it can boost your business and skyrocket your product, it can also lead to your failure to the market if people are dissatisfied. Make sure that you use this new trend in a smart and professional way. Falling attention spans With all the information and possibility we have these days; our attention spans have fallen drastically and kept falling with each day. It’s a good idea to adapt your business strategy to accommodate this new trend. Make sure that you cut through the noise of a large amount of information and unnecessary publicity content that will divert your audience. Try to get straight to the point when promoting your content and product by using catch-phrases and relevant promotional materials. There’s nothing worse than having a great product but bad reputation for flooding your customers with unnecessary information. If they are interested, they will come to you. A good idea might be to cut through the content by using one of the services that will help you filter out the excess text and information. Focus on what’s important and you will surely attract the short attention span of current generations. Virtual and augmented reality There’s no denying that VR has become a new trend on the market. But how can we utilize this new piece of technology to reach our user base? Like with all new unfamiliar trends, it’s a good idea to consult an expert on the matter and think about how your product fits this new technology. One of the ideas might be creating VR promotional videos or AR animations that will allow your customers to experience your product in a risk-free environment. If done right, promotion using virtual reality can boost your business substantially because it’s new, intriguing and allows for very new and different ways of digital marketing. The VR headsets are still expensive but very much accessible and spreading with each day. While that is the case, AR is accessible to anyone with a smartphone, so it’s easy to reach a wide audience. The challenge here is to find a smart and creative way to use such a technology in order to promote you product. Don’t shy away from new trends and try to think of any ways that you can use VR to your advantage. Niche is popular It doesn’t take an expert to tell you that more and more niche groups and ways of thinking are becoming predominant. Whether it is subcultures or niche sports, all of these long neglected activities are becoming more and more popular. When it comes to digital marketing, it might be a good idea to target some of the niche cultures or trends by involving them in your marketing. There’s no better way to earn publicity and recognition than helping a certain group or trend become more visible. The public likes people who help others, and in today’s world, it’s become more relevant than ever before. Think about what niche activities or subcultures identify with your product the best and do some research. With any luck, you will have a breakthrough new marketing campaign that will put you on the radar of anyone who cares about social happenings. Partnerships have become more relevant in 2017 than ever before thanks to viral marketing and the way people spread the word around the internet. Content marketing While it’s true that we have more access to information than ever before, people are still skeptical when it comes to giving into new products or services. That is why content marketing is more relevant than ever before here in 2017. It’s not enough to tell people why your product is good by listing all the positives about it – they need to hear it from someone who isn’t you. You can create content marketing by giving out free samples or asking for volunteers to test your product in exchange for feedback. Content marketing is all about building trust among people. There’s no better way to market your business than by having positive feedback from people who actually got to use it. In conclusion When talking about digital marketing trends and what works today, it’s important to know that these trends are evolving and changing every day. What works now may not work tomorrow, and vice versa. Make sure that your business always stays ahead of the curve by following the development of trends and online media. Just like the world around you, your business will have to change and adapt to new demands that your consumers will require.
2842
Top Opportunities, Challenges for Digital Marketin...

Whatever business you’re into, there’s no deny... Read More

Useful links