Digital Marketing Explained: What Is Hyperlocal Advertising?

Hyperlocal is a popular marketing buzzword that you’ve probably seen in articles or other content about marketing your local business. But what exactly does it mean, and how can you make use of hyperlocal advertising in your business? Let us break it down for you.

What Does Hyperlocal Mean to Your Marketing?

Basically, hyperlocal means a specific area or community, and in this case, one that you want to reach with your digital marketing.

Hyperlocal can be thought of in a couple different ways, such as:

  • A radius around an address (like your business address)
  • A community or neighborhood
  • A specific zip code

With regard to marketing and advertising, it simply means a way to pinpoint an audience within that specific area, often using location-based technology, like the GPS in a smartphone. Today, local businesses need to invest in hyperlocal marketing due to the massive increase in local and nearby searches, especially from mobile devices.

What Types of Businesses Benefit From Hyperlocal Targeting?

Any local business that wants to reach an audience in a specific or nearby radius can benefit from hyperlocal targeting in their advertising. Hyperlocal advertising can be especially effective for businesses that have dedicated locations or storefronts, since their target area is unlikely to vary greatly. In addition, if you run a service business, you can use hyperlocal targeting to reach specific neighborhoods or areas where you really want to market your offerings.

Which Advertising Types Can Target a Hyperlocal Audience?

Any advertising method that allows you to determine a set radius or geographic area can be used to target a hyperlocal audience. But, if you want to get specific, a few advertising methods really shine when it comes to hyperlocal targeting:

  • In App Mobile Advertising: This type of advertising reaches consumers while they are spending time in popular mobile apps when they are near a business. By using hyperlocal mobile ads, you can reach beyond people who live or work near your business to those who may come into proximity with your business.
  • Search Engine Advertising: Search advertising shows your text ads to local consumers looking for your type of business, products, or services. You can use geo-targeting within your campaign to reach consumers who are physically within a specific area or who are explicitly searching for products or services within that area.
  • Facebook Advertising: With Facebook advertising, you can specify demographic information, interests, favorite places, and more to pinpoint local consumers in specific neighborhoods and areas, so they see your hyper local ads when they are spending time on Facebook. But more effectively, you can target a specific geographic radius via ads in their mobile Facebook app.

Best Practices for Hyperlocal Advertising

Simply selecting a narrow radius won’t help your advertising be successful. You also need to leverage effective and creative ad copy, engaging calls to action, and optimization to get the most out of your hyperlocal campaigns. Here are a few best practices we suggest:

  • Test various target areas, or use a dynamic radius or geo-fencing capabilities if available to expand or contract your targeting area to reach the most consumers.
  • Try different creative ads and copy and optimize to drive conversions in the form of calls, not just clicks.
  • Entice consumers who see your ads with compelling offers and calls to action that encourage them to click, call, view you on a map, or visit you in person.
  • Follow up with new leads who contact you from your ads.

With nearby searches nearly twice as high as they were a year ago, focusing advertising efforts to a hyperlocal audience is imperative. What other types of hyperlocal advertising have you seen, and what tips do you have for reaching local consumers?

 

Tamara Weintraub

Tamara is a content marketing manager at ReachLocal with over 7 years experience in B2B marketing and has a nerd-level affinity for software and technology. She specializes in helping local businesses succeed online, writing and learning about Google, search advertising, SEO, and social media marketing. When she's not writing about online marketing, you can find her watching cult TV and hanging out with her Doberman.

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