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A 13-Step Road Map for How to Go Hyper-Local

by Tom Shapiro  |  
April 12, 2012

In this article, you'll learn...

  • 13 tips for effective local marketing
  • How reaching a local audience can drive business results

It's a no brainer. Local businesses that want to maximize their business results should implement hyper-local digital marketing.

More folks turn to the Internet than any other medium—including newspapers, TV, or word-of-mouth—for local information, according to the Pew Research Center. Furthermore, a whopping 83% of local search users contacted businesses offline, with 46% of consumers making contacts over the phone and 37% visiting the businesses in person, and half of all local business searchers eventually made purchases, according to TMP (15miles) and ComScore. Numbers like those demonstrate how digital marketing can take local businesses to a whole new level.

If you are a local business looking to grow (and who isn't?), follow this digital road map and get hyper-local (with amazing results).

1. Localize

National brands with local physical locations typically spend more time and effort on national marketing, limiting or eliminating the local message. However, that can be a mistake. Local efforts are instrumental in driving increased local business.

Many national brands that do "local marketing" rely on concatenated phrases, changing "Financial Adviser in Boston" to "Financial Adviser in Denver," for example. But that type of boring, generic marketing won't engage your target audiences or inspire them to take action. Instead, identify your most critical local markets, and deliver compelling localized messaging, content, programs, offers, and calls to action based on the area or neighborhood.

2. Go mobile

More than 250 million people access Facebook via mobile devices. Some 40% of Google mobile searches are local, and 70% of smartphone owners use their device while shopping in-store, according to Google and Ipsos OTX MediaCT.

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Tom Shapiro is the CEO of Stratabeat, a branding and marketing agency. He is also the author of Rethink Your Marketing: 7 Strategies to Unleash Revenue Growth.

Twitter: @tomshapiro

LinkedIn: Tom Shapiro

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  • by tech armor Thu Apr 12, 2012 via iphone

    These are good easy to follow points, you could make a whole course off this topic individual presentations for each key point. The links to the different websites that offer additional information was a plus.

  • by Hugo Coster Sun Apr 15, 2012 via mobile

    Great article and illuminating statistics. Phone call leads are a massively important part of marketing analysis, getting an intelligent number capable of tracking who is coming in and from which source are an integral part of being on top of leads and a huge opportunity for analysis for marketers. At we provide that service to businesses to make informed decisions on what is working and where to increase spend in order to make local search profitable by giving you the power to connect phone call leads to on and offline advertising.

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