As we fully settle into the digital age, it has become easier than ever to connect with audiences all over the world. But what about the audiences right in our backyards? Enter hyperlocal social media marketing, a game-changer for local businesses looking to thrive in their communities, and one of many strategies Grafik employs in our integrated marketing campaigns to support our clients’ goals. In this quick blog post, we’ll summarize what hyperlocal social media marketing is and provide real-word examples showcasing its effectiveness.
What is Hyperlocal Social Media Marketing?
Hyperlocal social media marketing centers on narrowing your advertising focus to a specific geographic area. By pinpointing your efforts to engage with potential customers in your immediate vicinity, you’ll be creating more personalized, relevant, and engaging content that will drive leads and conversions to your local business. This strategy can benefit a wide range of businesses, from restaurants and boutiques to service providers and real estate agents.
Using the Power of Targeting
Using this strategy further conveys the ability to select your audience with laser precision via geotargeting. For instance, imagine you own a cozy café nestled in a vibrant neighborhood. With hyperlocal marketing, you can use Meta’s Audiences feature to run Facebook and Instagram ads that specifically geotarget users within a 1-mile radius of your café. This means your promotions will appear in the feeds of people who are the most likely to visit your establishment.
Creating Local Content
Since you are targeting potential consumers in your local community, creating content that resonates with them is paramount. People want to feel a personal connection to the businesses they support. Here are some ways to humanize your brand and draw local attention to your social media feeds:
- Share Local News: Keep your followers in the loop about community events, news, or developments. For instance, if you own a bookstore, share information about local book clubs or author readings.
- Use Localized Hashtags: Using localized hashtags on platforms like Twitter and Instagram attracts a more local audience to your posts. For example, a restaurant in D.C. might use hashtags like #dceats or #dcfood.
- Encourage User-Generated Content (UGC): Encourage your customers to share their experiences and stories related to your business, using a specific hashtag related to your business and location. You can then showcase these posts on your own social media accounts. A salon might use this strategy by encouraging clients to post their fresh haircuts and tag them in the post, for instance.
Partner Locally
Collaboration is key in hyperlocal marketing. Partner with nearby businesses or organizations to create mutually beneficial promotions. A local pet store may partner with a local groomer to advertise a grooming appointment and new collar package deal, as an illustration. This not only boosts your visibility but also strengthens community ties. Don’t discount the benefit of partnering with and sponsoring local nonprofits, either. Proving your business supports the local community is a powerful way to foster trust.
Using Hyperlocal Social Media Marketing
Let’s take a look at a few real-life examples of businesses that Grafik has helped harness the power of hyperlocal social media marketing:
- National Harbor: A beautiful riverfront location in the Metro DC area looking to draw in new residents, National Harbor used geotargeting on Waze and Instagram to capture nearby mobile audiences, boosting website traffic by 25%.
- FITDC: An urban fitness and health initiative from the D.C. mayor, FITDC leveraged existing organic social media content and local partnerships with content creators on Facebook, Instagram, and Tiktok to drive a 49% increase in Instagram followers.
- Buzzard Point: D.C. neighborhood Buzzard Point took advantage of D.C. United’s inaugural game at the local Audi Field to post content about the event for local fans, ensuring their Grafik-aided branding was front and center. Their social media mentions increased by 500% in one week, cementing themselves as a positive force for the community.
Conclusion
Hyperlocal social media marketing is a powerful strategy that empowers businesses to connect with their local communities like never before. Whether you’re a cozy café, mixed-use development, or a real estate agency, harnessing the potential of hyperlocal marketing can lead to increased engagement, stronger customer relationships, and, ultimately, business success. At Grafik, we specialize in helping businesses craft and execute a variety of marketing strategies that deliver results. If you’re ready to take your marketing, local or otherwise, to the next level, get in touch with us today. Together, we can unleash the power of marketing and branding for your business’s growth and prosperity.
