What is Hyperlocal Advertising: A Guide to Launch Your Small Business

Hyperlocal advertising, also known as location-based marketing, is an innovative way to promote your product or service. With this type of advertising, you are only targeting the people who live in a certain area near what you are selling. You can do it by using Google’s AdWords platform to target specific neighborhoods and towns within a larger geographical region. Learn all about what hyperlocal advertising is and how it can help launch your small business!

What is Hyperlocal Advertising and Why Does it Matter?

Hyperlocal advertising is a marketing technique that focuses on geographically specific areas. Instead of focusing your efforts on the entire city, hyperlocal advertising only targets what are known as “hyperlocations.” These locations can be larger or smaller than what you might think about local business marketing. For example, an ice cream shop in Portland, Oregon, could target neighborhoods like Capitol Hill and Hawthorne using Google Adwords’ location targeting tool. If two ice cream shops in Seattle, Washington, both would need different strategies depending on their specific services or products offered. All hyperlocations have at least one thing in common, which is beneficial for businesses: high traffic volume! They are also likely to have strong neighborhood ties, so there is a good possibility that what you have to offer will be well received.

In some instances, hyperlocations can include what is known as “micro locations.” These micro-locations tend to be highly localized and smaller than what most businesses would think of when it comes to their target market.

In the ice cream shop example from before, Capitol Hill and Hawthorne might not feel like “small” areas because they cover quite a bit of ground; however, if we take this strategy down one more level and look at individual neighborhoods within these more significant geographic regions (e.g., Sellwood in Portland or Fremont in Seattle), we begin to get into micro-location territory!

When your business reaches a particular level via hyperlocal or microlocal targeting (e.g., what side of the street your potential customers live on, what block they reside within), you are no longer marketing to a larger region; instead, you’re pinpointing particular people and reaching them with hyperlocal advertising campaigns!

The Difference Between Traditional and Hyperlocal Advertising

Traditional advertising is what we’re all familiar with: billboards, signs, commercials, and print ads. On the other hand, hyperlocal advertising is a form of marketing that only reaches customers within a specific geography. It’s a great way to promote what you offer to people who live in a particular area. There are a few different ways you can do this using Google’s Adwords platform.

To start off, there’s what’s called “geo-targeting,” which is what I’ll focus on in this article. Geo-targeting allows businesses to reach out to hyperlocations by targeting what Google refers to as “audiences.” Audiences can be larger or smaller than what one might generally think when it comes to hyperlocal advertising. For example, suppose an ice cream shop in Portland, Oregon, wanted to reach customers within a specific geographic location. In that case, they could target “Capitol Hill” as their audience with Google Adwords’ geo-targeting tool. If this same ice cream shop were located in Seattle, Washington, and wanted to promote what they had to offer people who live on Fremont Street, they would need different strategies depending on what services or products they are offering.

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All audiences have at least one thing in common which makes them beneficial for businesses: high traffic volume! They are also likely to have strong neighborhood ties, so there is a good possibility that what you have will be well received by those living nearby. In some instances, audiences can include what are known as “micro audiences.” These micro audiences tend to be extremely localized and smaller than what most businesses would think of when it comes to their target market.

In the ice cream shop example from before, Capitol Hill and Hawthorne might not feel like “small” areas because they cover quite a bit of ground; however, if we take this strategy down one more level and look at individual neighborhoods within these more significant geographic regions (e.g., Sellwood in Portland or Fremont in Seattle), we begin to get into hyperlocal advertising territory! When your business reaches a particular level via hyperlocal or microlocal targeting (e.g., what side of the street your potential customers are on, what block they reside within), you are no longer marketing to what is traditionally thought of as a more extensive region; instead, you’re pinpointing very specific people and reaching them with hyperlocal advertising campaigns!

Any audience will provide traffic volume because the entire point of targeting is to reach out to those interested in what your business has available. However, it’s important that when deciding what audiences to target for hyper-local advertising purposes, we consider what businesses or products can also benefit from micro audiences. While this isn’t always possible (and I’ll explain why below), if there’s any way you can include multiple types of individuals within your same campaign so long as they reside within the same geographic location—do it!

It means if your ice cream shop targets Capitol Hill and Hawthorne as their audiences, they will also see traffic from Sellwood, which doesn’t make sense because it’s not a micro audience! The same goes for if you’re targeting what side of the street someone resides on—it isn’t specific enough. There are no “micro” aspects to what side of the road your customers live on or what block they reside within that would warrant including them in your campaign alongside those who live on Capitol Hill or Fremont Street unless there was some sales tie-in with items available at both locations (e.g., an ice cream shop exclusively selling sundaes only at one location).

How To Find The Right Location For Your Business

Location is arguably the most important factor when it comes to what business you’re going to start. It can make or break a business, so you need to know what location would be the best before you do anything else. You need to find what idea of what city or what type of area you think would be best for your business and then search that area for what is currently available in that area and what is in demand in that area.

How to Launch a Small Business with Local Marketing

Do you probably think what is hyperlocal advertising? Hyperlocal advertising is what people are doing to promote their business. It’s what you would do if you have a business trying to create an impact in a specific area or neighborhood. The benefits of hyperlocal marketing are you can target what people are looking for in the area better. It will also allow you to expand your customer base with help from micro audiences.

There are two ways that hyperlocal advertising can work for your small business. You either find what audiences are already present in the area or find what audiences would be interested in what you’re selling and then go out and market to them. Either way, what you’re doing is seeing what audiences are already present in the area or what audiences would be interested in what you’re selling and then going out and marketing to them.

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Now, as I mentioned before, hyperlocal advertising might not work for every business because it’s really specific; however, if there’s even a chance that your product can benefit from microlocal targeting (e.g., ice cream shop could sell sundaes at one location but also offer cups of ice cream), try including those individuals into your campaign! When deciding what audience to target for hyper local advertising purposes, we consider what businesses or products can also benefit from micro audiences. While this isn’t always possible (and I’ll explain why below), if there’s any way you can include multiple types of individuals within your same campaign so long as they reside within the same geographic location—do it! It means if your ice cream shop targets Capitol Hill and Hawthorne as their audiences, they will also see traffic from Sellwood, which doesn’t make sense because it’s not a micro audience! The same goes for if you’re targeting what side of the street someone resides on—it isn’t specific enough.

If what I’m saying is making sense, there are no “micro” aspects to what side of the street your customers live on or what block they reside within that would warrant including them in your campaign alongside those who live on Capitol Hill or Fremont Street unless there was some sales tie-in with items available at both locations (e.g., an ice cream shop exclusively selling sundaes only at one location). If what I’m saying is still not making sense, let me know in the comments below!

The Benefits of Using Hyperlocal Marketing for Your Small Business

Standard benefits:

  • Reach the people who live around your business.
  • Get more exposure in a specific area.

Emotional benefits:

  • Build relationships with those who live nearby and get to know what they like.
  • Create a connection with those who live near your business.
  • Keep up the relationship between what you offer and what they like so that if they ever move away, there’s still something to fight for when it comes time to convince them to come back or tell their friends about what great things are in store your location.

One of the biggest benefits of using hyperlocal advertising is targeting what people are looking for in an area better than anyone else because nobody would have thought of putting what you’re offering within that exact geographic location. However, I don’t recommend targeting multiple types of individuals within different micro audiences under one campaign unless there was some sales tie-in between areas (e.g., what ice cream shop sells sundaes at one location but also offers cups of ice cream).

If you have any questions about hyperlocal advertising, don’t hesitate to ask below in the comments! I’ll do my best to answer them as quickly as possible.

Examples of Successful Hyperlocal Campaigns

  • An ice cream shop exclusively selling sundaes at one location but also offering cups of ice cream.
  • A business that sells what people would normally need daily (e.g., laundry mats) within the same geographic area as where they live in an attempt to get their attention and convince them to come back or tell friends about what great things are available nearby.
  • A business specializes in what people need for their pets (e.g., dog groomers) within the same geographic area as where they live because it’s a product or service many can’t go without.
  • A local restaurant trying to get customers from nearby locations who would be interested in what type of cuisine is served there due to proximity and convenience even though they don’t reside nearby because this may convince them to come back or tell friends about what great things are available close by since most already have transportation available either through walking, biking, public transit, carpooling with others going out at night – something more accessible than driving themselves around town drinking all night long!

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Best Practices for Launching a Local Marketing Campaign – Tips from the Pros

  • Photo.
  • Video.
  • Good content (e.g., what you offer, how it benefits the customer).

Make sure to include good-quality photos and video in your campaign to engage with customers!

You should also make sure that what you’re offering is apparent within the copy of what you put out there as well as what each ad’s goal is at a glance because many online users don’t like clicking on ads unless they know what they’re getting into beforehand or will learn about what matters most to them automatically by scrolling through their feed before even having time to read anything more than just an image or headline for an ad – which means every second counts if someone falls under this category so take advantage of it!

Finally, remember what each ad is trying to accomplish and what it’s best used for, especially if you’re running more than one campaign. There could be overlap and confusion with what customers will expect from your ads at a glance or what they may tell their friends about seeing some of the same content in different places!

Conclusion

I hope this blog post on “What is Hyperlocal Advertising” has been helpful for everyone out there looking to get more exposure within an area through hyperlocal marketing campaigns.”

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