As marketers, we’re always up for exploring innovative ways to reach new audiences and connect with current ones. Driving local engagement with target audiences can be a major benefit to the success a business sees. One approach that many have tried their hand at in recent years is hyperlocal social media marketing.
We’re all familiar with the ins and outs of social media marketing, but this is a completely different strategy that leverages the power of local communities. In this post, we’ll explore key elements of this approach and share strategies for successful hyperlocal social media marketing.
Exploration of Hyperlocal Social Media Marketing
The method is exactly as it sounds. Hyperlocal social media marketing is when businesses target and engage customers in a specific geographic area. Oftentimes, it’s right in their own backyard, creating a strong base of customers who are loyal to their business. This approach to social media is all about creating a sense of community by building relationships and trust with your customers.
This involves tailoring your content to the interests of those who are based locally and coming up with tactics to get them interested in your products or services.
Ideally, if this is done right, you’ll end up with increased foot traffic, better brand awareness, and local customers that will stand by your brand.
Is Hyperlocal Social Media Marketing Right for Your Business?
Before we dive into how to implement the strategy behind hyperlocal social media marketing, it’s important to determine whether this strategy aligns with your current goals. Here are a couple of factors that make hyperlocal social media marketing a good fit:
- A local customer base is one of the key aspects, especially since the focus is on targeting nearby audiences. If your products or services cater to a specific location, then you already have this box checked. This can apply to many companies whether it’s a small business or a chain. Imagine a nearby brunch spot, a mom-and-pop laundromat, a locally based construction company, or even the Starbucks down the street. These are all examples of brick-and-mortar setups that can benefit from the effectiveness of hyperlocal social media marketing.
- Businesses that are actively involved in their communities would also do well with this approach. Utilizing hyperlocal social media marketing can amplify the work your company does around the community and create connections with like-minded individuals. Whether you host fundraisers, donate to local causes, or sponsor other initiatives, showing up for your community can be shared publicly to solidify your place in your community.
- Local competition is a motivator when it comes to building a strong presence in the community. If there are other businesses in the area that target the same audiences as you, it’s more important than ever to implement strategies that set you apart and show your customers why you’re the brand for them.
Getting Started
Like all other successful marketing initiatives, diving into hyperlocal social media marketing involves having a plan. This means defining your goals and fleshing out the details before you start posting.
Take the time to research your market. Define the geographic area you want to target and where your competitors lie within those boundaries. Are you trying to establish a foothold in the neighborhood or is there an ability to thrive within your city or even in the town next door?
Once you’ve established the who, you’ll need to conduct market research to really understand who your audience is. Understand their demographics, preferences, interests, etc. All these tidbits will help you tailor your content and messaging to resonate with them.
Finally, pick your platforms! Social media platforms are not all the same and you’ll want to leverage the one that appeals to your target audience the most. It’s better to focus your efforts on platforms you know are popular among your audience and really maximize your reach there rather than spread yourself too thin.
Implementation
You’ve gotten past the groundwork and are ready to implement your hyperlocal social media marketing strategy. Here’s what happens next and what that looks like:
Content: Create localized content that resonates with the area. This can include touching on recent news, featuring local landmarks, or even incorporating well-known, local messaging. Think about what your community cares about. For example, everyone around KC recognizes the iconic color combo of the Chiefs. Be sure to use location tags or hashtags where relevant!
Engagement: Be sure that you’re not only putting content out there, but also actively participating in the conversations too. Follow local influencers, respond to comments and concerns, and join community groups to show that you’re invested.
Collaboration: It’s not just about creating relationships with local audiences but also local businesses and organizations. Partner with others in the community that align with your values by cross promoting, hosting events together, or being one another’s social media advocate and sharing each other’s content. This helps you expand your reach and tap into new audiences.
Examples of Hyperlocal Social Media Marketing
Whiskers KC is a local cat café that regularly hosts events for the local community, from yoga with cats to a friendship bracelet making event for Swifties in honor of Taylor Swift’s recent visit to Arrowhead Stadium. This Instagram post specifically highlights their partnerships with other local businesses.
Club Pilates connects with local members by highlighting their achievements. For example, this post applauds a 100-class milestone while other posts shared in the past have focused on completing training or a member spotlight.
Barnes & Noble may be a bookstore that operates nationally but each of their locations manages their own social media channels that highlight the specific events going on at their store. The Overland Park, KS location, for example, has vinyl release announcements and features staff reviews, giving local audiences a friendly face to associate with their neighborhood B&N.
McLain’s Market also tapped into the power of collaborations and local communities during the recent Taylor Swift concert weekend. They invited a local balloon decorating company to set up selfie stations at their store and a local boutique to set up a bracelet making station. This gave each business plenty of exposure and gave them the opportunity to connect with audiences in the area.
The Takeaway
Hyperlocal social media marketing gives businesses a boost when connecting with local audiences. By understanding the unique characteristics of your target area, you’re able to customize content and engage in local conversations. As a result, your brand establishes a strong local presence that drives growth.
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