The sharp increase in the use of mobile phones and technology has shown a change in consumer behavior. Now, consumers are more dependent on information before visiting a store, and therefore, pre-visit “research” plays a huge role in safety and convenience for users. In a world recovering from covid, everyone is looking to build each location as a profitable unit. This means the process is not just about converting a user landing in the store, but covering the entire funnel from engagement to driving commerce for each brand location.
Knowing the whole process of tracking a brand is important to understand that the knowledge or search window of a brand is actually one of the search platforms. This is where a brand needs to make sure it’s discoverable and publish in a way that creates smooth journeys for users to engage and transact. It is the mantra of success for brands in various industries like banking, automotive, lifestyle, consumer durables or any other industry. Every brand should ensure that correct, up-to-date and accurate information is provided to users every time they search and that consumers are able to connect with the brand at all times. According to Google’s report, in the past 2 years, local search including the keyword “near me” has increased by 150% compared to search without “near me”.
How a brand can benefit from hyperlocal marketing
There is a huge amount of inaccurate, unverified and inconsistent data spread across the web. This data prevents customers from reaching a particular outlet or dealership. Suppose the company in question is a leading automobile manufacturer. Consumers being mobile, expect brands to have an omnichannel presence with an easier interface to interact with. Whenever the customer searches for a brand, the landing page should contain all relevant information such as contact number, email address, physical location address, store hours, etc. A recent report shows that 51% of all offline transactions are digitally influenced and 93.2% of consumers transact with businesses within 20 minutes of their home. Therefore, hyperlocal marketing achieves one primary goal: increasing traffic to a store’s physical location for people who rely on “near me” queries to shop.
Presence of information- Having consistent information across the digital ecosystem like Google Maps, Google Business Profile listings, and other social media platforms is of utmost importance, which will increase your brand reach. Having NAP consistency can help a brand’s local listings rank better in Google Maps, which will increase reach and help people find your business. The more accurate and consistent Google’s NAP is, the more likely Google is to consider your business legitimate and rank high in local searches. When used effectively and efficiently, hyperlocal marketing can increase a brand’s visibility and add great value to it.
Discovery 24×7- Being available to your customer can create a frictionless customer journey. Branded but routed direct call services to each location ensure that local dealers of any business are able to interact with customers directly from Google My Business listings. This helps bridge the gap between information-seeking customers and dealers, while giving them the ability to answer questions, communicate their offers, and convert those queries into sales for dealer partners. A hyperlocal marketing tactic can help customers find exactly what they’re looking for and get them to engage with your brand. Various research has shown that if a brand’s competitor has not started using hyperlocal marketing, that brand already has an edge over the other brand in terms of building a larger customer base.
Tools to use:
Manage the “Near Me” customer journey – from discovery to transaction via an AI Platform for all activity sites. With location-level configuration, brands can manage all their location data from a central hub. From local administrators to regional managers to brand managers, brand control is essential when empowering their teams.
Flexible workflows support business processes and controls so location managers can have as much or as little responsibility for their data fields. Businesses can monitor and manage customer reviews for all of their locations centrally or at the location level – configure based on what works for the business.
With such a configuration center, one can allow locations to respond to their reviews or manage them centrally through the company’s online reputation management team or manage them through intelligent automation. Improve company reputation online, improve search engine ranking of company website and gain valuable customer feedback.
According to a Google study, 93.2% of consumers transact with businesses within 20 minutes of their location. 88% of consumers after doing a search call or visit the store and 78% of local searches result in a purchase. Therefore, it is extremely critical for brands to make their important information available to consumers in buying mode and to be present at the right time and in the right place. Additionally, there has been a huge shift in consumer behavior post-pandemic, where there has been an increased reliance on online channels at the convenience of their homes. This change is here to stay, becoming an important reason why brands should have a strong hyperlocal strategy.
The opinions expressed above are those of the author.
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