Learning how to run a successful hyperlocal social media marketing is important for your clients.
Why, you might ask?
When done right, it allows your clients to compete with larger companies and reduce their marketing spend while still generating loads of leads and sales, etc. (More on the benefits below.
Essentially, hyperlocal social media marketing has such a huge upside that you’d be remiss not to include them in your marketing arsenal.
That’s why in this guide, we will walk you through the ins and outs of running a successful hyperlocal social media marketing campaign.
We’ll share tips, examples, and the best tool for running your SMM campaigns.
Let’s hop right in.
Let’s review the hyperlocal definition first.
Hyperlocal means something that focuses on or relates to matters about a small geographical area or community.
Social media marketing uses the power of social media platforms to reach marketing, branding, and business goals.
Bring these two together, and you get hyperlocal social media marketing. It focuses on promoting products and services within a localized geographic location.
A hyperlocal marketing strategy includes developing messages and content that speak directly to or address the local audience’s pain points and interests.
The content can be about highlighting the following:
For example, your clients could share a Facebook or Instagram post about their new physical store with audiences within a city or even a block.
Your clients can also share a social media post using local hashtags or promote an event with influencers based in the same city.
Rolling out a hyperlocal social media marketing campaign offers amazing benefits to your clients, including the following.
Building strong and lasting customer relationships is crucial for your clients’ businesses to succeed and grow.
Effective hyperlocal social media marketing can help with this since it lets your clients engage potential customers more personally.
But wait, there’s more.
The more effectively your clients engage their local social media audiences, the better they can build trust, establish authority, and drive sales.
For instance, your clients can become the go-to authority on local food, trends, restaurants, and others by sharing relevant social media posts.
It’s a great way to draw in and engage a local community of current and future customers.
Want your clients to connect with their social media audiences better while building a community?
Help them create and share social media posts about local businesses, landmarks, attractions, events, and news.
Creating relevant and reliable content on “anything local” helps make your client’s brand a trusted source for local audiences.
It helps your clients better connect with audiences since they provide informational content.
A solid hyperlocal social media marketing strategy also helps your clients build relationships with other local companies. It can lead to future collaborations and partnerships.
Running social media ads can be costly, but hyperlocal advertising on social networks can save you more money.
What? How? Why?
Hyperlocal social media advertising allows your clients to target a specific (local) audience.
It means your clients won’t need a big budget to run a nationwide or global campaign or waste money test-running ads on a wide target audience.
Your clients can keep social media ad spending to a minimum while increasing conversions by targeting people already looking for their products and services.
An audience’s needs, interests, and pain points can vary.
The good news is that your clients can replicate and scale their local social media marketing across areas easily since the basic principle remains the same across areas.
This way, your clients can spend less time and resources developing social media campaigns and content for each local area.
Like any effective tactic, your clients need the right strategies to make hyperlocal social media marketing work.
Start with the following.
Help your clients’ social media content reach more local target audiences.
Add hashtags popular and relevant in the local area your clients want to target.
For instance, you can use Instagram’s location hashtags in your clients’ posts.
It can make your clients’ Instagram posts pop and be more visible while reaching more audiences within a local area.
Delight Pastry in Pasadena, Los Angeles, nails this by adding hashtags like #pasadenafood and #losangelesfood in its Instagram post.
Another cool trick to ensure your clients’ social media content reaches the right local audiences is to add location geotags.
Using geotags in your clients’ posts adds them to a library of all content from that location.
This way, Facebook’s algorithm can include and show your clients’ content to audiences who checked in to or viewed content in the same location as the place your client geotagged.
The Facebook location feature allows your clients’ check-ins and geotags to be visible to other FB users within your clients’ Shared activity section on their Page.
Add locations to your clients’ previously published posts by going to the post and clicking the three-dot icon.
Select Edit Location and enter your client’s city or specific location.
Geotagging helps get your clients’ business within their local customers’ radar.
Amplify your clients’ hyperlocal social media marketing efforts with compelling posts to engage their local communities.
For example, share social media posts promoting your client’s physical store in a specific community.
Then, interact with the local customers who comment, like, and share the posts.
Answer customer questions and address their concerns to show that your client’s brand cares about its local community.
Another audience engagement tactic is to share User-Generated Content (UGC) or content from other social media users that mention or focus on your client’s brand.
Just remember to get proper permissions and credit the original creators before sharing their posts.
You can also help your clients collaborate with local influencers, niche groups, and businesses by promoting them and running social media collaboration campaigns.
Get inspiration for your client’s content from the hyperlocal marketing ideas and examples below.
Is your client opening a physical store in a new location?
Create an Instagram announcement like Warby Parker did below.
It’s one way to let people in the area know that your client’s doors are now open and ready to serve customers.
Let satisfied customers speak for your clients.
Display other users’ content that mentions or highlights your clients’ products or brands on their page.
For example, the local Chinese restaurant Gum Kuo in Dublin, California, displays its customers’ photos of their food on its Facebook page.
Sharing drool-worthy and stunning UGCs can entice potential local customers to try your client’s products and services.
Publish a social media post promoting your clients’ special events in a local area.
Clothing retailer Kotn’s tweet announcing its pop-up services in a local area below is a classic example.
You need the right tool to help your clients be awesome at their hyperlocal social media marketing efforts.
Enter Vista Social.
The platform has essential and sophisticated Social Media Management (SMM) features that simplify scheduling and managing your clients’ social accounts seamlessly.
Vista Social’s main features include:
The Vista Social features above are just the tip of the iceberg since it offers more advanced SMM tools.
Vista Social is social media management made easy.
Check out the commonly asked questions about hyperlocal social media marketing.
A hyperlocal marketing strategy is designed to target customers within a certain geographic area, such as a town or city.
The strategy involves using localized content and messaging across social media content to reach audiences likely interested in the offered products or services.
Hyperlocal ecommerce is where customers in a specific geographical area order through an online store in the same local area where the seller is based.
Some of the hyperlocal social media marketing challenges include:
Effective hyperlocal social media marketing needs the right strategies, tools, and creative tactics.
Know what works best for your clients, and don’t stop looking for ways to improve your client’s current strategies.
Use Vista Social to stay on top of your clients’ social media campaigns and content.
Try Vista Social for free to see how it can revolutionize your SMM workflows and help you deliver quality services to your clients.
About the Author
Jimmy Rodela is a social media and content marketing consultant with over 9 years of experience, with work appearing on sites such as Business.com, Yahoo, SEMRush, and SearchEnginePeople. He specializes in social media, content marketing, SaaS, small business strategy, marketing automation, and content development.
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