Whether you operate a small business or manage a franchise, you’ll find that the customers who are closest to you are the easiest to reach. That’s because more and more searches these days include the phrase “near me,” “closest,” or “nearby.” Take advantage of your proximity to your customers, and encourage them to visit your business. To help reach the right clientele, here are four hyperlocal marketing strategies to use:
1. Measure Your Customers’ Geographic Distance
You can’t market to consumers nearby if you don’t know where they live. With Connectivity’s Customer Insights product, you can collect important data like your customers’ geographic distance from your store, their contact and demographic information, and their social engagement with your business—including how many times they’ve phoned or emailed you and how often they’ve bought something from your company.
This information can be used to create effective, engaging marketing campaigns to appeal to those who not only live near you but have shown an interest in your business. For example, you can send an email campaign offering a 15% discount to people within driving distance of your store or alert nearby residents about an exclusive customer appreciation sale.
2. Optimize Your Site for Consumers On-the-Go
Customers love searching on their phone, and in 2015 Google announced it would include a website’s mobile-friendliness as part of its search result rankings. Ensuring your website is mobile friendly means people can find you easily—even if you haven’t reached out to them. Make sure your website includes your geographic location and a location extension, which links with directions to your store, and check that your Google My Business store details are correct, so everyone who sees your listing gets accurate information. Bonus, here’s our guide to optimizing your site for “near me” searches on mobile.
3. Don’t Forget Local Keywords in Your Content
To get local people to your business, you have to think and search like a local. Use the keywords locals would use. Say your business is in a specific neighborhood of a large city, but residents have a nickname for the area, one they know but others might not. Or maybe you sell a product that locals use a less formal word for. Don’t forget to use those nicknames and terms when creating keywords for your site, and when writing your blog posts. Use the Google AdWords Keyword Planner to figure out how much competition exists for these keywords—chances are, if they’re niche, there won’t be much volume, but you may get more qualified leads.
4. Put in Face Time with the Community
Customers love to see that local businesses support local events. And local media love covering local events, meaning you’ll get double exposure for giving back to your community. Choose an event or non-profit that fits with your business—for example, if you own a sports apparel store, consider sponsoring a fun run. Inform the community by sending out fliers to nearby neighborhoods and press releases to local media.
You don’t need a bullhorn to reach the customers nearest you (although if you think it would be fun, we won’t stop you!). All you need to do is find your nearest customers, learn what interests them, and use that knowledge to guide your marketing efforts.
Top image credit: Izf/Shutterstock
Alex Vaccaro is Connectivity’s VP of Marketing and Client Services.