Local Marketing

Hyperlocal marketing: Targeting highly convertible audiences

Pinpoint local customers that are close and ready to buy

Quick Summary
  • Hyperlocal marketing zeroes in on the people in your area that are most likely to do business with you.
  • Hyperlocal SEO, hyperlocal advertising, and hyperlocal content marketing are all effective approaches to engaging with these audiences.
  • Semrush Local gives you the tools you need to position yourself in front of hyperlocal customers.

Businesses often make the mistake of trying to reach as many people as possible with their local marketing efforts.

But casting the net too wide can lead to wasted marketing spend. In fact, you may be better off narrowing your focus to just a few blocks from your location.

Hyperlocal marketing targets customers that are practically on your doorstep and ready to engage.

It puts your business in front of people who can easily reach you and are most likely to become paying customers.

And what’s more, you only need one powerful tool to launch an effective hyperlocal marketing strategy.

Why hyperlocal marketing is so effective

Hyperlocal marketing drives highly convertible customers through your doors.

From optimizing local search to leveraging social media platforms to reach customers in your local area, focusing on the people closest to you can reap a huge return on investment.

While traditional hyperlocal marketing like flyers, sandwich boards and in-store events can still work to attract passersby to your physical location, digital hyperlocal marketing engages people in a far more efficient, targeted way.

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Digital hyperlocal marketing leverages data to better segment local users and improve campaign performance.

Businesses can create highly personalized marketing messages that resonate with both the local community and visitors.

Hyperlocal marketing is about properly engaging with nearby prospects to build stronger customer relationships, brand loyalty, and positive word-of-mouth referrals.

Get started: Maximize your hyperlocal marketing potential with Semrush Local, the all-in-one tool for targeting customers in your area.

Hyperlocal SEO tactics to outrank competitors

Hyperlocal SEO is a strategy focused on optimizing a business's online presence to rank prominently in local search results.

Depending on your industry, you may only be competing with other similar businesses in your area. This means there’s a good chance your conversion rate will be high.

One of the keys to success with hyperlocal SEO is appearing in results for the search query “[product/service] near me.”

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“Near me” searches grew by an enormous 400% YoY, according to Think With Google’s 2022 Retail Marketing Guide.

People searching “near me” are often looking for an immediate solution, so capturing their attention could lead to a quick conversion.

Start by optimizing your Google Business Profile for the best chance of appearing in the top three local results on the SERP (search engine results page), also known as the Local Pack.

Complete every section. Add helpful photos of your business and share special offers and events in posts. Take time to optimize your description with hyperlocal keywords so users know they’ve found the right place.

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Next, distribute your business listings to the top websites. Pay special attention to the NAP data (name, address, phone number) for your business’s location.

Positive reviews from local customers also impact your search rankings. Hyperlocal SEO strategies rely on encouraging and managing customer reviews to enhance your online reputation.

Acquiring high-quality local backlinks should also be a key part of your hyperlocal SEO efforts. Links signal to search engines that your business is a trusted source in the local area.

Adding local schema markup to your website indicates where specific information can be found, making it easier for search engines to understand your local relevance and display your business in search results.

True credibility: Ensure your business information is accurate and consistent across all online platforms with Semrush Local’s Listing Management tool.

Connecting with your neighbors via hyperlocal advertising

Whether you're a local coffee shop, boutique clothes store, or plumber, hyperlocal advertising allows you to quickly attract new business in your specific geographical area.

Search ads are displayed when users look up specific keywords that include a local intent, such as “dentist near me”, “florist in Pittsburgh,” or “restaurant near the Statue of Liberty.”

These ads often include location information and a call-to-action to visit the physical location. You can even run ads to appear in Google’s Local Pack and Maps for a fast way to outrank local competitors.

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Social media advertising platforms like Facebook and Instagram also allow businesses to target users in specific geographic regions. Advertisers can create ads that appear in user news feeds and stories within a particular radius of their business.

For example, you could send out a discount coupon to people within a kilometer of your location when business is especially slow.

Sponsoring local events, sports teams, or charities is a highly effective form of hyperlocal advertising. The business's name is prominently displayed, and it builds strong brand awareness within the local community.

Offering exclusive in-store promotions for customers who visit your physical location is a tried and true hyperlocal advertising technique to drive foot traffic and boost sales.

And it may seem old-school, but sending direct mail such as postcards or flyers to homes in a specific area still works too.

Ad insights: Discover the keywords your competitors are bidding on with Semrush’s PPC Advertising Toolkit.

Leverage hyperlocal content to become a trusted resource

Hyperlocal content on your website attracts customers through organic search, social media, and newsletters.

Create content that resonates with your local audience to foster trust and loyalty. Try blog posts, videos, photos, and graphics with a local twist to keep your audience engaged and informed.

First, you’ll need to do some thorough local keyword research. Look into your competitors to understand what’s working for them and use tools like Semrush to uncover fresh keywords you can base content on.

If your business serves multiple locations, create landing pages for each one and optimize with keywords for that area.

Locals and visitors might enjoy useful guides about your neighborhood that involve your business. For example, a bakery could write a list of the best local fairs with cakes and bread for sale.

Share personal stories, experiences, and anecdotes from you and your team related to serving the local community.

Highlight local businesses that you collaborate with. Interview owners, tell stories of how they started, and explain what they mean to the area.

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Create content that engages the community, such as polls or surveys about local issues, preferences, or events. This can generate ideas for future content.

Mobile ready: Customers are often out and about when conducting hyperlocal searches, so it’s important to make sure your website is optimized for mobile devices. Use Semrush’s Site Audit to highlight any flaws in your mobile site.

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Semrush Local: A hyperlocal marketing gamechanger

If you’re going to compete in hyperlocal marketing, you’ll need a comprehensive toolkit with a range of features designed to supercharge your strategy.

Semrush Local offers everything you need to boost your rankings, track your progress, and give your business a hyperlocal edge.

Hyperlocal SEO tracking

Good hyperlocal marketing strategies require regular position tracking so you can be sure you’re making the impact in your specific target area.

Fortunately, Semrush Local Premium Location subscribers get effortless ranking reports with the Heatmap tool.

Heatmap not only allows you to monitor your local rankings, it also gives you insights into your competitors’ positions. In addition, users have access to AI-powered local keyword suggestions.
Heatmap from Semrush Local

Business listing management

Local businesses need to let the world know where to find them if they’re going to increase foot traffic through hyperlocal marketing.

That means a wide distribution of business listings to all the top directories, something a lot of small businesses struggle to manage alone.

That’s why Semrush developed Listing Management, which allows you to publish consistent citations to 70+ sites—and you only have to enter your details once.
Directories that are successfully connected to a Semrush Local location

Customer review management

Reviews can make or break your success with hyperlocal marketing.

Semrush Local’s Review Management tool shows you clear visuals that break down your reviews by quality so you can easily report on your journey to becoming a top-rated business.

You can also compare your total reviews, response rate, and average rating with competitors so you know what targets to set for your hyperlocal SEO.
Semrush Local’s Review Progress Report

AI-powered replies

Replying to local reviews shows that your business is highly engaged with its customers and values their feedback.

But getting back to all the people that left you reviews can take a lot of time out of your work day, and it’s not always easy to come up with thoughtful responses.

Semrush’s Review Management moves the process along quickly, pulling reviews from multiple platforms into one interface and offering AI suggestions to make your replies feel personal and specific.
A draft response to a five-star review in Semrush’s Review Management
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