6 Reasons Brands & Retailers Need a Hyperlocal Strategy Now

A local pres­ence is essen­tial for brands and retail­ers. Con­sumers’ offline and dig­i­tal worlds are for­ev­er entwined. Are you adding val­ue for con­sumers in the hyper­local dig­i­tal world? Find out in our webi­nar.

Danny Goodwin By Danny Goodwin from Momentology. Join the discussion » 0 comments

For brand and retail mar­keters, a con­sid­er­able amount of time, effort and bud­get is spent on encour­ag­ing con­sumers to fall in love with emo­tion­al mes­sag­ing, then cre­at­ing impact in-store at the point of pur­chase.

But what’s often over­looked is a crit­i­cal point in the con­sumer jour­ney, in real-time, when con­sumers are on the go, mak­ing numer­ous dig­i­tal­ly informed, impulse deci­sions about what to buy and where to buy it.

And this doesn’t mean tar­get­ed dig­i­tal dis­play or even bea­con tech­nol­o­gy, just mobile func­tion­al­i­ty that will reli­ably locate the near­est store and pro­vide store hours and cus­tomer reviews.

To deliv­er that, brands have to add val­ue to con­sumers in the hyper­local dig­i­tal world. It all starts with a smart hyper­local strat­e­gy.

On our lat­est Live With Linkdex webi­nar, Why Brands & Retail­ers Need a Hyper­local Strat­e­gy, we were joined by Mike Fan­tis, Man­ag­ing Direc­tor, DAC Group Europe, and Kiran Prashad, who is Pres­i­dent, DAC Group New York & Vice Pres­i­dent of Group Oper­a­tions & New Prod­uct Devel­op­ment.

Here are six rea­sons brands and retail­ers need a hyper­local strat­e­gy.

1. It’s How Consumers Will Find You

Con­sumers’ dig­i­tal and offline worlds are entwined. Both are essen­tial to the con­sumer jour­ney to pur­chase, which means brands must put them­selves in the right places at the right times.

If peo­ple look for your brand, it’s like­ly they’ll find you. But for more gener­ic search­es (such as ser­vices), the real­i­ty is that if you aren’t opti­mized, you won’t be found.

2. Users Expect To Find Your Business

Con­sumers expect rel­e­vant, local results. More than just find­ing your busi­ness, they expect to find accu­rate infor­ma­tion (e.g., address, phone num­ber, hours).

So many cus­tomers now search for hours of local busi­ness­es. It can be quite dam­ag­ing to a brand’s rep­u­ta­tion and bot­tom line when cus­tomers find inac­cu­rate infor­ma­tion at a moment they need or want some­thing, or want to go some­where – this will send them to one of your com­peti­tors and they may nev­er give you anoth­er look.

3. Mobile Searches are Increasing

Local and mobile go hand-in-hand. Search­es are increas­ing­ly local-cen­tric.

We’re see­ing an explo­sion of search­es that include terms like ‘near me’, ‘clos­est’, and ‘near­by’ – in fact, ‘near me’ search­es have near­ly dou­bled in just the last year. Less users are putting in their loca­tion and rely­ing on their phone’s GPS to find the most accu­rate infor­ma­tion.

4. Google Prioritizes Local Search Over Organic

Hyper­local is a chan­nel with sig­nals you can influ­ence and man­age more eas­i­ly than organ­ic. Vis­i­bil­i­ty, accu­ra­cy, strong and con­sis­tent cita­tions, and reviews are crit­i­cal here.

Google uses mul­ti­ple rank­ing fac­tors to decide which brands get seen in the local 3‑pack. There are some fair­ly basic ones that you can eas­i­ly man­age and will help with your rel­e­van­cy, such as includ­ing your city and state in land­ing page titles.

5. Paid Media Is Becoming More Expensive

Adver­tis­ers are more sophis­ti­cat­ed. They real­ize that local search­es are fur­ther down the con­ver­sion fun­nel and are plac­ing a greater val­ue on local search users.

That means local CPCs are increas­ing. So if you can get local opti­mized right, you can reduce your paid spend.

6. It Will Deliver Value & Revenue To Your Business

Peo­ple are increas­ing­ly mak­ing crit­i­cal pur­chase fun­nel deci­sions on the move. The amount of rev­enue a busi­ness with­out a local pres­ence is leav­ing on the table remains unknown.

What is known: more than 50 per­cent of search­es lead to store vis­its with­in 24 hours. Also, whether it ulti­mate­ly results in an in-store or online sale, peo­ple who vis­it store loca­tor pages are con­vert­ing and spend­ing mon­ey.

Why Brands & Retailers Need a Hyperlocal Strategy: Full Webinar

Watch the full webi­nar to find sev­er­al more great take­aways and insights that will help you devel­op a win­ning hyper­local strat­e­gy:

Live with Linkdex Webi­nar: Why Brands & Retail­ers Need a Hyper­local Strat­e­gy from Linkdex on Vimeo.

Danny Goodwin

Written by Danny Goodwin

Managing Editor, Momentology

Danny Goodwin is the former Managing Editor of Momentology. Previously, he was the editor of Search Engine Watch, where he was in charge of editing, content strategy, and writing about search industry news.

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