10 hyperlocal marketing strategies

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"Check out this list of ten great hyperlocal marketing strategies, by Carlo Pandian, that can help to drive local consumers to your small business.

Local marketing techniques can also improve local SEO and help increase search traffic volumes from your own town."

Whatever the type of business you happen to be running, having a hyperlocal strategy in place can prove enormously beneficial.


A hyper-what now?

About hyperlocal marketing

Hyperlocal marketing is a genuine business term, and one that all small businesses should become familiar with.

Business has been thinking global ever since the advent of the WWW. Now it’s time to remember that you've got customers closer to hand too.

A hyperlocal strategy is basically a local community oriented strategy that focuses on educating consumers in your locality about your particular products and services.

It is like a microscope that can focus right down on a city and even a particular neighborhood to promote products more effectively.

There are online and offline strategies available that use local search terms for generating internet traffic along with establishing local community connections.

Let’s take a look at a few hyperlocal marketing strategies that can be used by any business to help promote customer relationship creation.

1. Email marketing

On busy shopping days you can use email built around a theme to drive traffic. These can incorporate maps to give directions to your 'real world' store and click-to-call buttons.

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Emails should be optimized for mobile devices like tablets and smartphones, as around half the people opening them will be using such devices (David: This number is set to increase too).

2. Real-time discounts

When you have items that are not selling quite as well as you'd hoped, offer real-time discounts to help offload them.

This can be done using SMS messages to customers in the afternoon, after you've seen how things are selling throughout the morning.

3. Special offers page

Holiday shopping periods can be capitalized on by customizing mobile sites.

Adding a special page to the website that highlights time-limited offers can be a child of the homepage, and in fact such pages are available for small businesses in the form of convenient plug-ins.

4. Target local shoppers

Send targeted messages to customers shopping nearby using geo-fencing tools on busy shopping days. These can highlight the advantages of buying local and tell them about your special offers.

5. Create your own Black Friday

In the US, Black Friday is the be all and end all of shopping bonanza days. So create your own 'Black Friday' not only to drive sales but also to create and build on customer relationships.

For example, offer time-sensitive coupons and then ask for feedback after the holiday period is over.

6. Holiday competitions

You can use social media to inexpensively promote your brand - especially over holiday periods. Run contests to connect with new customers to promote savings and discounts.

7. Early deals for local customers

Offer deals to local customers using twitter, Facebook and SMS.

8. Advertise on local TV and radio

Even off-time advertisements on local TV and radio stations will help promote your brand to a local audience.

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The rates may be cheaper than you imagine, and you'd be surprised just how many people still listen to the radio – you could be reaching a much wider demographic than you thought.

9. Work with a local charity

Offer your brand and support to a local non-profit organization desperate for funds and this will effectively plug you into their network.

Not only that, but genuinely helping out a local charity will buy your business a lot of good will - and that is worth a lot to any small business.

10. Create a local blog

Create a blog and make its focus local news and events that relate to your niche industry. Building up a local network of loyal readers is incredibly valuable for generating support for sales and other events that can help increase profits.

Do you have any other ideas on hyperlocal online and offline marketing? Leave a comment below with your thoughts or some example of creative campaigns.

Carlo Pandian is a keen observer of the start-up world and is currently writing an eBook on QuickBooks by Intuit, an accounting software for small businesses. He has previously published for several business and marketing magazine from the Internet Advertising Bureau to Naked Blogging.