If you own or market to a local B2B business, you know how challenging it can be to find new customers. Thus, conveying your message to prospective buyers more effectively and persuasively than your competitors. Although there’s no “silver bullet” to ensure the success of local marketing campaigns, sudden shifts in consumer behavior—key inflection points—sometimes open new opportunities that represent potential game-changers for local B2B marketers.
One of those is a recent dramatic change in the way local consumers conduct online searches for local businesses. For example, since 2017, there has been:
- More than a 150% increase in searches which include phrases that include “near me” (as in “office furniture near me”)
- 900% increase in search phrases like “near me today”
- 200% increase in search phrases which include both “near me” and “now”
Effectively leveraging this change in the way people look for local B2B products and services online has the potential to take local businesses to the next level. It’s one component of a highly effective local marketing strategy. Indeed, one so effective in fact that it has a name: hyperlocal marketing.
What Is Hyperlocal Marketing?
As WordStream explains, hyperlocal marketing can substantially boost sales for B2B companies with its laser focus on prospective buyers in close proximity to local sellers:
“Hyperlocal marketing is the process of targeting prospective customers in a highly specific, geographically restricted area, sometimes just a few blocks or streets, often with the intention of targeting people conducting “near me” searches on their mobile device. If you’ve ever found yourself looking for a very specific type of business when you’re out and about, you’ve probably already conducted a hyperlocal search.”
How Effective Is Hyperlocal Marketing?
Hyperlocal marketing—if you do it right—can significantly increase lead generation, push more traffic to your website and boost sales. That’s because searches for local products and services are massive and massively revenue-producing. Consider for example these metrics from HubSpot:
- 80% of consumers now use search engines to find local businesses
- Almost half of all Google searches are now local
- More than 70% of consumers who do local searches visit a store within 5 miles
- Almost 90% of local searchers using mobile devices visit or call the business within 1 day
- Almost 30% of local searches lead to the purchase of local products or services
How Can You Make Hyperlocal Marketing Work for Your B2B Business?
Simply stated, although hyperlocal marketing can be remarkably effective, some B2B businesses are more successful using it than others. Those who succeed are the ones who effectively leverage the hyperlocal tools offered by Google and Facebook, as follows:
Hyperlocalize Your Google Ads Account
You’ll first need to open a Google Ads account if you don’t already have one. Google Ads lets you run multiple marketing campaigns, each with distinct marketing goals. For each campaign, you can establish the specific radius for businesses to see your sponsored ad. For example, a radius of one mile from the location of your business using “radius targeting”. This enables you to laser focus down to specific neighborhoods if that works for you.
At the same time, you need to choose keywords for the products and services associated with each marketing campaign. For example, if you want to sell office supplies to businesses in neighborhood X, you might use a keyword like “affordable office supplies neighborhood X”.
Hyperlocalize Your Facebook Ads
Like Google, Facebook provides B2B marketers several robust tools to enable hyperlocal marketing. For example, Facebook’s Local Awareness Ads works a lot like Google’s radius targeting, letting you designate the specific geographical area you want to cover in your Facebook ad campaign. You can add additional targeting by selecting important demographic characteristics, like age and gender. You can also use Facebook’s Local Insights, a powerful analytics tool that will help you measure how well your ads are performing so you can continually improve them.
Utilizing these tools offered by Google and Facebook is just one way to maximize the effectiveness of your hyperlocal marketing campaigns. However, even these can be a bit complicated and confusing, especially if this your first attempt. Fortunately, there are experienced, competent marketing agencies who can give you the advice and guidance you need to succeed.
To learn more about the ways our kiosks, placed in prominent locations like CVS and BuyBuyBaby nationwide, will help create positive associations with your brand and ramp up all your marketing campaigns—including the hyperlocal ones—contact us today.