Categories
Business Marketing

Hyperlocal Growth for Small Business

As mentioned in a previous post on marketing, we know how challenging for small businesses to do it successfully.

There are literally a million things one can focus in order to help grow your business by attracting more customers and improving your bottom line.

One useful thing I learned recently is the concept or idea of hyperlocal marketing.

This type of marketing is ideal for businesses who want to generate foot traffic and bring in visitors. It has become even more necessary in the aftermath of COVID-19. The pandemic really accelerated a desire by consumers to support local businesses.

What Is Hyperlocal Marketing?

The Wordstream website and blog defines hyperlocal marketing as 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.”

Got that? That’s a big mouthful there but essentially it means helping local businesses find customers or people who may not know about them when the person may need their service and they are close by.

The Near Me functionality alone in Google is a must for any local business whether you are a restaurant, grocery store or other type of business someone may need.

Ranking for Google Near Me Searches is really an art and a blog post in itself.

Why Use HyperLocal Marketing

The whole point here is though is that hyperlocal marketing can be used as a great way to get people to your store or eyes on your online listing.

The Wordstream piece also noted that “near-me searches grew in volume by 130% year-over-year between 2014 and 2015 alone, and since then, Google users are using near-me searches to find everything from post offices to New Year’s Eve fireworks celebrations.”

That is significant then even prior to the pandemic for any business then as there may be people close to you who are part of your target audience that need your services and don’t know yet that you exist.

Will Google My Business Help?

Google My Business is another key element in marketing a business and it’s really critical for hyperlocal marketing for a number of reasons.

The Social Pilot blog notes that “Google has reported that 46% of all searches have local intent and that business location is the main piece of information sought by local searches.”

Google My Business allows you to maximize that by having a listing for your business that contains important information about your business as well as a key component which is allowing customers to leave reviews.

Reviews can be tricky though as negative reviews can affect your business but potential customers will most certainly look at previous reviews of the business to determine if they might go with you.

Categories
Coffee

Coffee Roundup November

I’ve written some coffee reviews on coffees I’ve consumed over the last few months but now that I am blogging more regularly I am going to do some coffee roundups.

Sometimes I will have a couple of coffees in the month and other months just one. If I buy 1/2 of a pound I use it quicker obviously but I also like to branch out and try a few different coffees at a time.

PalletRicardoZelaya
PalletRicardoZelaya

This month I’ll be looking at three delicious coffees. One from Pallet Coffee Roasters, Another from Strait Coffee on the Sunshine Coast and an old favorite, Starbucks Gold Coast Blend.

Pallet Coffee Roasters Ricardo Zelaya: Santa Clara, Honey – Guatemala

I’ve included a link to Pallet’s website here with a complete breakdown and the information on this coffee and it’s an interesting story. There is one thing that stuck out to me with this blend, in particular, is how the beans are picked and sorted.

If you have ever seen a coffee plant as I have you will see the red cherries hanging off of the plant. Once those are picked and ready for harvesting the bean is processed and it is here that a farmer will use either the dry method or washed method.

Washed method coffees have all the cherry surrounding the bean removed and they are then soaked for 12-72 hours to ferment. This is the most common way to process and get green beans ready for roasting.

The Dry method as it is known sees coffee cherries placed on to raised beds to dry in the sun. This too effects the flavour and overall taste of the coffee as well.

With the honey process, coffee cherries are de-pulped but allowed to dry without washing. Some of the fruit is still there, but not nearly as much as in the natural process. Most of the cherry is gone, but the remaining golden, sticky mucilage is reminiscent of honey, which is where the process gets its name.

With this process, I noticed a distinct difference from Pallet’s Benchmark Espresso which I tried in the spring of 2020.

Costa Rica from Strait Coffee

Strait Coffee Traders is nestled in an unremarkable shopping plaza in Wilson Creek, B.C. on the Sunshine Coast.

Why great coffee comes from here I don’t know but they have been doing it since 1996, and their Costa Rica is a great choice for someone looking for a coffee that is too overpowering.

Once again I took this coffee through three possible brewing methods in my trusty Bialetti Stove Top Espresso Maker, French Press made by Bodum, and a cone drip coffee maker.

Strait Coffee describes it as one that you get the taste or feel of Milk chocolate, honeydew, caramel. The coffee is fully washed and dried in the sun and mechanical driers.

This is the type of coffee that could please many palettes and would be great hot or iced. It did stretch my preference too of wanting to always go for coffees from Africa or Asia which includes places like Hawaii as well.

Gold Coast Starbucks

This is an old favorite of mine from my days working with the coffee giant between 2003-2007. I can honestly I learned a lot about coffee from Starbucks which had nothing to do with Starbucks coffee per se but rather how and why coffee is what it is.

It has been 10 years since I probably bought Gold Coast and it was great to taste it again.

As Starbucks describes Gold Coast it has the heft of beans from Latin America and Indonesia with a bit of sweetness from our dark Italian Roast.

I can see now why I like this coffee so much when you think about previous coffees I have reviewed including some of the Latin Americans include in this and other posts.

I have an admitted bias against Latin American coffees especially when lightly roasted and full of acidity and lacking body.

Gold Coast however does not disappoint given that it’s a blend and a well crafted one at that.