Unlocking local growth

Veronica Lin at Playsee explains how small businesses can effectively use hyperlocal marketing on social media

In today’s digital age, nearly half of all Google searches are aimed at finding local recommendations, highlighting the importance of having excellent hyperlocal marketing for businesses.

The COVID-19 pandemic changed how people think about their local people, businesses and communities, fostering a sense of belonging to where we are. For small businesses, leveraging hyperlocal marketing on social media can be transformative, helping them stand out and thrive.

The shift towards hyperlocal marketing reflects a broader trend in consumer behaviour. Today’s consumers value authenticity and relevance, with 86% of consumers saying authenticity is important when deciding what brands they like and support. They are constantly looking for content that speaks directly to their local context and surroundings.

Imagine seeing a local bakery post about your favourite seasonal treat - that’s hyperlocal building connection and loyalty. With 58% more likely to purchase a product from a brand that they feel a sense of community with, by supporting local events and fostering a sense of shared experience, businesses become more than just sellers - they become trusted neighbours.

This emotional connection fuels engagement and strengthens their local presence.

The fundamental appeal of hyperlocal marketing lies in its ability to cater to the unique characteristics and preferences of different neighbourhoods or communities. Unlike broader marketing strategies that may miss the mark by being too generic, hyperlocal marketing ensures that the content is directly applicable to consumers’ daily lives at a specific location. This approach makes the content more engaging and actionable, leading to higher levels of interaction and conversion.

Effective hyperlocal marketing depends on creating social media content that reaches and engages local customers. It’s important to showcase this first and foremost, for example, a local café could post about a community fair happening nearby, or a boutique might feature stories of local customers.

Leveraging location tags in social media content and running geo-targeted ads also put your businesses right in front of potential customers, increasing reach and engagement within the community.

Using user-generated content adds authenticity and builds a sense of community around your brand. Encouraging customers to share their experiences on social media creates relatable and genuine content.

For example, a local gym could repost members’ fitness milestones. This not only provides social proof but also strengthens the brand community. Additionally, partnering with local influencers can expand your reach. Influencers have established credibility and a loyal following, which businesses can leverage to connect with potential customers. They might review your product, host a giveaway, or mention your business, introducing your brand to a broader audience in a relevant and genuine way.

For small businesses, launching and optimising a hyperlocal social media strategy might seem daunting, especially with limited resources. Here’s a step-by-step guide to help businesses get started:

First, identify your local audience and understand their demographics, interests, and behaviours and tailor your content accordingly. Knowing your audience is the cornerstone of effective marketing. By understanding who your customers are, where they are, and what they care about, you can create content that resonates more deeply with them.

Social media platforms that focus on sharing content and connecting people on a local level, such as Playsee, can be particularly useful for engaging with communities and sharing neighbourhood happenings through the authentic view and voice of locals.

Next, create a content calendar to plan your content, ensuring consistency and relevance by including a mix of posts about local events, customer stories, product highlights, and community news. A content calendar helps maintain a regular posting schedule and ensures that you cover a diverse range of topics. This variety keeps your audience engaged and coming back for more.

Engage actively with your audience by responding to comments, messages, and reviews promptly, demonstrating that you value their feedback and fostering a stronger connection. Engagement is key to building a loyal customer base. When customers see that their comments and feedback are valued, they are more likely to feel connected to your brand.

Finally, regularly review your social media metrics to assess the effectiveness of your hyperlocal strategy, and be flexible and ready to adjust your approach based on what resonates best with your audience. Social media metrics provide valuable insights into what types of content are performing well and what needs improvement.

By continuously monitoring and adjusting your strategy, you can ensure that your marketing efforts are always aligned with your audience’s preferences.

Hyperlocal social media marketing isn’t just a trend, it’s a game-changer for small businesses. By creating targeted content, engaging locally, and leveraging user-generated content, not only can small businesses survive but also thrive in today’s competitive digital landscape.

Through strategic hyperlocal marketing, small businesses can create meaningful relationships with their customers and secure a loyal following that supports long-term and sustainable growth.

Veronica Lin is Head of Brand & Strategy at Playsee

Main image courtesy of iSTockPhoto.com and cnythzl