‘Hyperlocal” may seem like another buzzword, but targeting the local market can be just as essential as marketing to travelers.
With search queries including the words “near me” doubling in the past year and 82% of smartphone users using a search engine when looking for a local business, adopting a localized marketing strategy is imperative.
Here’s everything you need to know about growing your business with a hyperlocal website.
What is Hyperlocal Marketing?
At its core, hyperlocal marketing is finding and keeping your best customers by marketing your business to a location niche: usually a region, city, neighborhood, or zip code.
By creating a hyperlocal website, you can capture the attention of customers who are searching specifically for your region rather than generically for their travel needs.
Why Your Travel Business Should Use a Hyperlocal Approach
The shift towards hyperlocal content is a result of the increase in mobile usage and a consumer push for more targeted and authentic search results.
By focusing on your geographic area and creating content around it, you can join other hyperlocal hospitality websites that are enjoying the benefits of this strategy at a higher rate than anyone else.
Growing Your Business With a Hyperlocal Website
Step 1: Create Content With a Local Focus
The hyperlocal approach benefits both your bottom line and Google. By focusing on the customer and creating quality localized content, you help Google improve the user experience, and in return, your website’s ranking.
To optimize your business for a location, incorporate your proximity to interesting things in the city.
Travelers don’t visit a city because of a hotel; they visit because of what is around the hotel. You can capitalize on this.
How to make the most out of localized content
Create a page or entire blog post that is dedicated to your region or neighborhood.
Integrate high-ranking, travel-orientated keywords in your local area such. Examples include restaurants, street location, nearness to notable landmarks, and proximity to local transportation hubs.
By creating useful localized content, you help travelers get a better picture of where your business is located in context to the places they want to visit.
It also helps them understand how to get around the city from your location.
Local guides provide the opportunity to link to trusted sources that will improve your website’s SEO along with your position as a local expert.
When Is the Right Time to Localize Your Website
If you’re planning to take your brand global, you need a website localization strategy. Learn when is the right time to localize your website, and why it is so beneficial.
Any time you introduce a new product or service that may be beneficial to the many marginalized audiences online, localization can increase the impact of the marketing campaign.
International expansion of online businesses is also an increasingly common reason to use website translations and localization services. Also consider the benefits of a hyperlocal website in your physical geographical area.
Step 2: Use Your Hyperlocal Website To Highlight Your Key Differentiators
To capture potential customers’ attention, you need to stand out in a saturated market. This is especially true during the evaluation process when travelers are comparing local businesses.
To swing their vote in your favor, create hyperlocal content that highlights what makes your business unique.
These key differentiators will capture travelers’ interests and help you to carve out a unique position in the market.
For example, if you have the highest bungee jump in the area or are the only hotel with a scenic outdoor bath – mention that everywhere in your copy and relevant blog posts.
As it’s one thing to have baths in your hotel, it’s another to have a bath on the edge of a cliff.
Step 3: Network With Your Businesses in Your Area
To create a successful local blog, you need to set aside time to network with like-minded people.
Find people in the local community that have an established following, and partner with them.
Team up with museums, festivals, restaurants and other non-competing local businesses to prove your authenticity in your neighborhood.
You could offer free advertising on your website in exchange for social media promotion on their website and platforms.
Alternatively, offer to pool your resources together to buy bigger advertising spots and run cross-promotional campaigns.
One of the hot trends in the hotel industry is to collaborate with local artists and craftsmen to sell their products on site, offer unique welcome gifts or create local events like an art show.
Step 4: Make Sure You Are On Local Listing Sites
If you don’t have a high advertising budget, local listing sites are a cost-effective way to boost the number of highly-engaged users to your website.
Listing services like Google My Business make it easier for local companies to compete with larger and more established businesses.
Google My Business listings appear on the first page of Google search results which is extremely helpful if your company is struggling to compete with more robust brands and websites.
MAke sure your business name, address, phone number, and website are correct and complete across all local directories.
Thie helps search engines verify your business is legitimate and also helps with SEO.
While it is important to be on big directories such as Google My Business, Google+, Yahoo Locating, Yelp and Bing Places, it’s necessary to spend time researching niche listing sites, too.
For example, it’s a good idea to list on sites like Booking.com as well as regional accommodation sites for your city or country.
If you want your business to benefit from hyperlocal marketing and be recognized as a trusted local expert, it’s important to start incorporating local marketing into your online marketing mix.
By following these four steps, you can attract engaged consumers who are actively searching for you online.
You will benefit from a boost in bookings or sales, and your customers will benefit from authentic localized content that improves their experience with your brand and city.
Hyperlocal is here to stay. Is your business ready to take advantage of this digital marketing tactic?