Over 90% of marketers claim social media marketing generates more exposure for their business. After all, there are over 3.5 billion active social media users worldwide. A broad approach to your social media marketing plan, however, can hurt your ability to appeal to nearby customers.
Instead, consider developing a hyperlocal social media marketing strategy this year.
On the fence? Check out these amazing benefits of using hyperlocal social media strategies today!
Appeal to Your Target Audience
A hyperlocal social media marketing strategy will allow you to appeal to consumers in your area with personalized marketing.
Personalization can boost your digital marketing ROI by eight times while improving sales by 10% or more. Today, 63% of consumers expect personalization as a standard for businesses. Another 74% will get annoyed if businesses create ads or promotions that don’t match their interests.
Another 52% will even leave your brand for another if your content doesn’t match their interests. Last year, 33% of consumers abandoned a business relationship because personalization was lacking.
Before developing your social media marketing strategy, research your local customers. Consider their:
- Age
- Gender
- Location
- Marital status
- Buying behaviors
- Interests
- Hobbies
- Career
- Pain points
- Online behaviors
- Buying behaviors
You can segment your broad target audience into smaller buyer personas to start developing personalized messages. You can get help with high quality market research here.
If you have multiple business locations, you can appeal to each local audience with messages relevant to the neighborhood or region.
You can also develop ads that promote sales for each location.
If your social media messages are broad, you won’t appeal to each customer’s distinct needs or interests. You could miss an opportunity to generate foot traffic, website traffic, leads, or sales as a result.
A personalized approach to social media marketing, on the other hand, can help you connect with customers. They’ll recognize that you understand the pain points they’re experiencing. Then, you can position your brand as a helpful solution to their problems by promoting your products and services.
Build Brand Awareness
Consumers won’t shop from your small business if they never realize it exists. You could miss the chance to appeal to consumers who are a stone’s throw away from your shop!
Hyperlocal social media marketing can help you gain a stronger online presence.
Each time a local customer sees your social media posts, they’ll become more aware of your brand. It takes multiple impressions with one customer for brand awareness to grow. In time, that awareness can become recognized.
You can linger at the forefront of the customer’s mind to appeal to their needs and interests in the future. You’ll generate brand recall as you linger in their minds. When they need your offerings later, they’ll remember your brand.
If you’re not using social media marketing, or using a broad approach, you won’t build your online presence. Customers will start turning to your local competitors for the products and services they need instead.
Generate Leads and Sales
Without an online presence, you could struggle to reach your local audience. Add hyperlocal social media strategies to your marketing plan this year. With a hyperlocal approach, you can gain more brand visibility, leading to more foot or website traffic.
Gaining more website or foot traffic can help you generate more sales.
In time, your ROI will improve, enabling your small business to grow leagues ahead of competing businesses!
Boost Engagement
Hyperlocal marketing can help you engage customers and other local brands online.
Showing your ability to generate community engagement can encourage customers to feel more comfortable with your brand. As they grow more familiar with your business, they might start to trust your business.
They might decide to start shopping from your store, leading to a stronger ROI.
You can also partner with local businesses after connecting with them on social media. Engaging with other businesses can help you share customers. For example, a local business might send a customer to your store for a product or service that complements what they offer.
More Effective Promotions
Hyperlocal offers and promotions are more effective.
Remember, you can use hyperlocal marketing to personalize your marketing messages. Personalization allows you to connect with customers based on their needs.
You can keep customers informed about new menu offerings, staff members, locations, and more. As they continue to hear about your business, you’ll linger in their minds.
When customers realize you’re nearby and offering what they need, they might decide to visit your storefront. Then, you can generate more leads and sales!
Focused Ad Spend
A broad approach to your social media advertising strategy could lead to a low clickthrough or conversion rate. You’ll pay a fee each time someone clicks on your ad. If customers aren’t converting, you’ll waste time and money.
Hyperlocal marketing can help you make the most of your advertising budget.
You can focus on a smaller radius of potential customers. As you personalize messages for each audience group, you’ll generate more conversions. As your conversion rate improves, your ROI will, too!
Use Hyperlocal Social Media Marketing Today
A broad approach to your social media marketing plan could affect your ability to appeal to nearby customers. Instead, develop a hyperlocal social media marketing strategy this year. With hyperlocal marketing, you can boost your online presence to grow your small business.
You don’t have to do it alone. Consider partnering with an experienced social media marketing expert today!
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