Hi Diddly Ho Neighbor

How to get on-board with the hyperlocal marketing craze

I was recently attending an event where the speaker told a story about his experience in the town I grew up in (which is 1000 miles away from where I currently live). Two days later, I was reading an article that used my town as an example. Each time I found myself swelling up with pride and getting irrationally excited. “OH MY GOODNESS!! He mentioned my town!!”

We are naturally prideful when someone mentions our hometown (Exhibit A). Where we live and where we are from are just as much a part of who we are as our genetics. It shapes our personality, language, and the way we view the world. It creates an unique “group” that we belong to.

As marketers and small business owners, we need to make sure we are a part of that ingroup. (If you don’t believe me – watch this . . . . or this . . . or even this . . . or just ask any bank that is competing against a local credit union).

Being a good “neighbor” creates multiple opportunities to stand out above the competition. Mainly, it allows you to personalize your message – which happens to be one of the most important things customers care about.

Consider:

• 54% of consumers find personalized ads to be more encouraging
  
• 45% find personalized ads to be more memorable
  
• 52% consider personalized ads more educational

This trend is only growing; 52% of Millennials said brands should remember their birthday. (Although I’m sure they don’t get in nearly as much trouble as I do when I forget . . . . . sorry mom :/ ).

So enough of me blabbing about background, here is how you can start to localize your marketing efforts today:

• Use Local Wording – Reference events, landmarks, and trends that will resonate with your audience. Even something as simple as “We’re the photographers of Kenosha” (OH MY GOODNESS!! – He mentioned my town!!) works well and builds a connection.  
• Attend and/or Sponsor Local Events – Farmer’s markets, craft fairs, festivals, and annual events are a great way to get your name immediately in front of your customers. Consider sponsor local teams as well. Youth & high school sports in particular build immediate rapport within a community.
• Use direct mail, newspapers, or radio ads – By nature, these are local mediums to promote your business. Just make sure you know all of the costs upfront (and that you get a return on your investment).
• Build on the in-person experience – Always remember that these are your neighbors you’re speaking to. Whole Foods does a great job of promoting specific local in-store events, featuring staff members, and promoting local brands they sell. 
  

             Bonus tip: Advertising after an event can be just as (if not more) powerful as the actual event.

• Create partnerships – Meet as many people as you can. In addition to potential customers, these people may be able to help you further your business goals. Chamber of Commerce events are a great way to meet other small business owners who may have solved a problem you are having.

(You have to know by now that some form of self-promotion is coming)

Usually, there is one big drawback to trying to promote hyperlocally. As CIO.com puts it “When it comes to hyperlocal content marketing, the elephant in the room is the enormous costs required to pull it off. Hyperlocal ain’t cheap.”  . ..  .. . [editor’s addendum – until now. Starting at / mo, small businesses can target tens of thousands potential customers . . . . .all in your specific town / city via Cidewalk. Click here to try it for yourself]   

Be sure to check-in next week for another new tip!