What Is Hyperlocal Marketing and How Does It Help Hospitality Businesses?

Marketing 12 minute read 24 August 2020

If you're running a business in the hospitality industry, you’re probably already investing time and effort in local SEO to capture business in your town, city or state.

But is that local enough? How local can you go?

Many businesses are now realising the power of Hyperlocal marketing, which allows an almost sci-fi like targeting of potential customers thanks to a much tighter grasp of their location.

This enables hotels, restaurants, pubs and bars to find new customers within specific blocks or even streets, by triangulating their smartphone’s signal.

It all sounds rather far-fetched, but Hyperlocal marketing really is a thing, and it’s perfect for the hospitality industry.

What is Hyperlocal marketing?

what is hyperlocal marketing

Hyperlocal marketing is the process of targeting potential customers in a very specific area and placing your business at the heart of the results for a “near me” Google search.

In fact, you’ve almost definitely conducted a Hyperlocal search yourself. For instance, if the restaurant you wanted to visit is full and you’ve already paid to park somewhere, you’ll have wanted an alternative to which you could walk. A Hyperlocal search should deliver you just that.

Imagine being the restaurateur on the end of that search. It’s business which you proactively gain by taking advantage of Hyperlocal marketing.

Hyperlocal marketing relies on three key elements to work effectively:

How can hospitality businesses tap into Hyperlocal marketing?

Hyperlocal marketing isn’t just about the technical aspects of SEO - it extends to the way you pitch your business locally.

Even if someone finds you via a Hyperlocal search on Google, what will make them pick you over your competition? A short-notice bed for the night or last-minute decision to have dinner out still needs to be tempting; being Hyperlocal isn’t enough on its own.

Thankfully, there are some simple strategies you can undertake to make your hospitality business ultra-attractive to those searching nearby.

hyperlocal marketing strategies

10 Hyperlocal marketing strategies that’ll help you achieve growth this year

hyperlocal marketing strategies

If you get Hyperlocal marketing right, you'll be able to drastically reduce the amount you spend on other forms of advertising.

Think about the impact that could have on your ability to grow.

As a hospitality business, it’s easy to forget about the value of business that’s on your doorstep. So, with that in mind, here’s 10 Hyperlocal marketing strategies you can implement relatively easily.

1. Embrace deal sites

Sites like Groupon are popular for a reason. They sell billions of deals for hospitality businesses because they know how to attract the best customers.

They also elicit trust, and trust sells. The more deal sites you’re on, the more likely you are to appear within local search results.

2. Implement structured data markup

Sorry to get all technical on you, but structured data markup is needed if you want to appear within relevant local searches on Google.

It’ll give your site the ability to appear as rich ‘snippets’ in Google searches, and the search giant has a useful helper site to get you going.

3. Create a landing page for each location

Running a network of restaurants or small chain of hotels? For Hyperlocal marketing to work, you need to ensure each location has its own landing page complete with localised content.

4. Ensure your Google My Business (GMB) listing is up to date

This bears repeating, because it’s so important for Hyperlocal marketing.

Make sure you spend plenty of time utilising every ounce of your GMB listing. If there’s a field available - complete it.

5. Extend your Hyperlocal beyond digital

Hyperlocal marketing benefits from a connected digital and offline approach.

This is why some spend on old-fashioned advertising and billboards is still worth it, because it all goes towards placing your brand in the minds of people immediately within your vicinity.

6. Strike up partnerships with non-competing businesses

By partnering up with local businesses who aren’t a threat to yours, you’ll strengthen your position within the local market.

Joint blogging and social campaigns with these partners will all tie into your ability to target hyperlocally.

7. Ensure your website is fully mobile-ready

You can invest an awful lot of time and expense in Hyperlocal marketing but it’ll be wasted if your website isn’t ready for mobile devices.

Google now works on a mobile-first index, and that means they’ll as good as ignore you during local searches if yours doesn't work flawlessly on small screens.

8. Invest in paid search for local postal/zip codes

Most paid search platforms will enable you to target customers within specific postal and zip codes.

If you’re currently limiting your search to a relatively wide radius in your town, county or state, get closer. Try just one or two areas within your immediate vicinity and ignore the low suggested conversion figure.

9. Create localised content

Start blogging about local events, news or anything else which is specific to your area.

Google still loves content, and it’ll only rank you within Hyperlocal searches if your content speaks the same language as your area. A blog a week of at least 500 words is a great starting point.

10. Speak to your employees

Hyperlocal marketing is something your entire team will need to get involved in.

The good news? They’re probably locals themselves, and they may have some brilliant ideas about the type of content and targeting you should try in order to gain more local business. Ask them!

How to set up a Hyperlocal marketing campaign in Google ads

Hyperlocal marketing is best trialled on Google Ads before you attempt similar strategies on other platforms.

The key thing you’ll need to work on is your geolocation settings. It’s relatively easy to do this - if you follow these steps.

Step one

Navigate to the Campaigns tab and click settings. Then, click the downward arrow in the Locations tab and choose Advanced Search.

Step two

Choose Radius Targeting and decide on what the central point of your radius should be. Most hospitality businesses use their physical location as the central point.

Step three

Enter the address of your radius’ centre into the search field of the radius targeting box.

Step four

Set the radius distance. It’ll probably be set to 20 miles by default, but experiment by going much tighter than that; you can always widen it if results are poor. Try starting with a maximum of five miles.

Step five

Make a list of the search phrases people might type into Google when looking for your services nearby. “Hotel room for tonight”, “best Thai restaurant near me”, are some classic examples.

Step six

Make a list of negative keywords - i.e. those that wouldn't make sense for Hyperlocal marketing. “Romantic hotel getaway”, for instance, probably won’t be intended for a local stay.

Step seven

Use the Google Ads Keyword Planner to research these keywords and add the good stuff to your new hyperlocalised campaign.

Wrapping up

We’ve scratched the surface of Hyperlocal marketing in this guide, but that’s the best starting point if you’re entirely new to this form of customer acquisition.

Invest plenty of time in it. As you get more comfortable with Hyperlocal, your reliance on expensive, far reaching pay-per-click campaigns will reduce and your profits will rise.

Related read: Why Destination Branding Matters More Than Ever in 2020

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