Moving Beyond Pivoting Digital Marketing for 2022?

If the COVID-19 pandemic taught us anything is that it small businesses fought as hard as they could to stay afloat and adapt to a quickly changing landscape.

Now while the word pivot got old pretty fast, whatever term you want to use to describe a businesses need to stay alive one thing that will never be absent is the use of marketing tactics that help you connect with your target market.

Hyperlocal Marketing Returns

I’ve alluded to this in a previous post and in a recent piece in Forbes that I read the use of location based marketing can help drive customers to physical retail or store locations.

I would even go further to say that a business who uses Google My Business or has an online presence that is effectively marketed could also take advantage of the using the near me function in google.

The idea being that people will often use near me when looking for literally any service such as restaurants and grocery stores.

The Forbes article makes a great point thought that the search engine algorithm will often continue to bombard people who may have found you using near me searches with advertising that is similar to the one used in your business.

Content Promotion

Content promotion make seem like an obvious one but it really isn’t that obvious if you use social media and see how many small businesses are promoting what they do.

Take a quick surf on Facebook and see the ads that come up. Many business aren’t optimizing their ads to make things easy for buyers to get straight to the heart of their website or right to a purchase. That’s another blog post for another day.

Now sure that is a bit of a digression from content promotion itself because we know that for small businesses, having a business profile on Facebook, Instagram can help with driving traffic back to your website and to encourage potential customers to learn more about you and what you do.

That being said a social media profile like an Instagram is not a substitute for a website and a well designed one at that.

Social Media is great for promoting content and for attracting new customers and keep the attention of old ones who may return to buy again.

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.


To Market Or Not To Market

If you are online regularly like I am and you wonder how to start writing a post about marketing you head over to Google and search the word marketing.

I got about 25,270,000,000 results (0.72 seconds) from Google when I did a search. Wow right? Now imagine being a small business owner wondering how to get started.

I realize the title above may throw you off but I couldn’t think of a better one. What is Marketing? did cross my mind but that sounds almost too easy.

What Should You Do?

There are so many things you can do as a small business owner to get started with marketing and marketing your business. There really is no one way or thing or system that may be sold to you to get started.

So how do you do it? I could be self serving and say hire a marketing business like mine because that’s the way it works right? No sorry it doesn’t.

What I would tell you though is it reach out to friends, contacts, people you meet at networking events, zoom calls after all with COVID, and begin to think about how marketing can help you.

Engage in some conversations, do some research, be open to feedback and be ready to take that next step in your business.

My goal here is to help you gain a better understanding and grasp of how marketing being such a vast undertaking may help you and I stress may.

Keep checking back on our blog for more marketing and business posts.