“Best cafes Near Me”, “Best Club Near Me”, and “Dominos Near Me”, you must have to search them in your google map and would be highly grateful for this feature as it makes your navigation way easier. Such advertising is called “Hyperlocal Advertising”.
Hyperlocal advertising is the process of communicating with target customers in a geographical specific area. It can even vary from street, localities, pin codes, and societies. As soon as someone types “Near Me”, google tracks their geographical presence and navigate all the targeted outlet near the customer.
With the technology expansion, advertisements are using digital platforms at their peak to expand their path limitlessly. Those days have far gone when advertisements used to take place at the national level covering a wide range of audiences rather than the target audience which becomes loopholes in many ways. But with Hyperlocal Advertisement, companies are targeting exactly suitable customers at exact specific locations with exact service exchange.
There are two types of Geo-targeted ads
- Online/Digital geo-targeted ads: – Hyperlocal Advertising uses digital geo-targeted ads to show targeted specific advertisements. For example, if your location is Delhi, you will be seen Delhi-based outlets while using other apps. Such apps that used digital geo targeted ads are google, Facebook, Instagram, etc.
- Offline geo-targeted ads: – Many advertising agencies use the offline medium to target specific audiences such as buses, and auto services. Certain advertising uses a door-to-door approach to reach their target audience. For example, Polio drops campaigns, census, etc.
Perks of Hyperlocal Advertisement
- You easily become avail to your target locality group.
- In less time with no time and money wastage you can search the best near you.
- Small business holder can start their business by targeting their locality audience.
- It’s an easy medium for small/cottage business holders to test their luck with a small group of people, targeted locations and less money investment.
- Good for outlets owners who can target their audience Density via location specific.
How To Start Hyperlocal Marketing Campaign
To start a Hyperlocal Marketing Campaign, the first thing is to limit your reach to a specific area, which means you have to set your location limit on Google Ads. You need to go to the campaign you want to update
- Click to <Settings>
- Scroll down to <Location>
- Click on “Advanced Search”
- Press ” Radius Settings”
- Mark a radius according to your targeting customers. If you own an outlet, then just drop your outlet’s address and it will be taken as a central point of the radius.
- If you don’t own an outlet, then pick the target area according to your specific set of customers. And put that area in the search field. For example, you live in Pitampura, Delhi, and own a pickle business that you operate from your own house, if your target audience is from Pitampura itself, just fill the search bar with Pitampura and your center radius point will be Pitampura.
You can keep changing your location as it can be edited whenever you want.
Game of SEO in Hyperlocal Marketing
What are the possibilities of popping your business on top, when someone searches the “near me” keyword? Well, that is decided by the SEO of your campaign. Hyperlocal Marketing needs a special SEO polish to rank your business on top of the search tab. The major way you can rank up your Hyperlocal Marketing is by Google My Business Listing. You have to be very careful with keywords because your radius and keyword should work simultaneously. For instance, if your service radius is 2 km and you have used keywords that are beyond 2 km then it would be a negative keyword. Explain for example, if the center point of your radius is set to Pitampura and you have used keywords like “Best Cafe of Saket”. Therefore, keywords should be put smartly, and they should be relevant to your campaign.
There are some pointers that needs to be focused with SEO in Hyperlocal Marketing.
- Evaluate your campaign and find for the keywords that people will approach maximum for your campaign
- Effective keywords would be “near me”, city name, and campaign-related key phrases like If you run a coffee shop, the keyword should be “Best Coffee Shop in {City Name}” or “Coffee Shop In {City Name}”.
- Put the keywords in meta descriptions, titles, image alt, text and in content with a balanced brief.
- Keep your content relevant, unique and updated.
There are a lot of keyword research tools that will help you in finding suitable keyword.
A strategist business, Unique idea, correct keyword, and extraordinary content is not enough to run a Hyperlocal advertising campaign. You should be aware of your competition to keep updating with that. Sometimes despite great function, the campaign gets failed due to a lack of knowledge of competitors and their market presence.
Always go with Paid searches that give you options like Pay-Per-Click (PPC). For a successful campaign SEO and PPC works like a two-magic spell. They are extremely effective to rank your business on search engine.
Hyperlocal Advertising is getting very popular among customers as well as small business holders as it is providing a great platform to stay connected with their locality and share service from there.
“Hyperlocal Marketing: A way to Find and Keep your Best Customers”
