Hyperlocal marketing can work for businesses of all sizes, but today I’m concentrating on the single-location retailer who relies on foot traffic to stay in business. You need immediate attention in an immediate area – and that’s what hyperlocal marketing can provide. Here are some tips on what you can start doing to up your hyperlocal marketing game… immediately:
- Start with a good product or service – otherwise all the work you do to get customers won’t keep them. Figure out ways to enhance the customer experience so that you are truly differentiated from your competitors.
- Use the power of local marketing giants like Groupon or Living Social to get the word out. You’ll make less profit on those who participate, but you’ll reach new customers without running a hugely expensive advertising campaign. Again, it’s up to you to keep those customers.
- Have events for local bloggers and media to let them experience what’s so special about your product or service – then let them amplify your message as they share it with their readers. Having something “new” helps draw media attention – launching a new business, a new product or a new service. If you don’t have anything new, try offering something they can’t get everyday – like behind-the-scenes access. For example, a restaurant can offer media a chance to watch the executive chef in action, giving cooking tips or shares a special recipe.
- Connect with other local businesses by providing a benefit to them that benefits you in return. You’re a florist? Offer complimentary arrangements to some local businesses with front desks. They get something free to spruce up their décor – and you get your work in front of potential customers.
- Start a loyalty program. Everybody enjoys being rewarded for their loyalty. The right loyalty program can be one of the least expensive ways to turn first-time triers into repeat buyers. Whether it’s a percent off, something free after a number of purchases, or a gift with purchase, this is one of the quickest paths to the local community’s heart.
These tips came from my most recent segment on MSNBC Your Business, hosted by JJ Ramberg. Click below to watch how Slava Rubin, CEO of Indiegogo, and I tackle the issues of Hyperlocal Marketing, International Expansion, and Competing with No Competition.
~ @AdvertGirl (aka Denise Blasevick, CEO, The S3 Agency)
