Real Time Analytics Are Essential for Local Marketing Campaigns

Real time analytics can reshape the way marketers communicate with customers. Traditional marketing strategies such as TV commercials, billboards, and magazine spreads are becoming obsolete. Today’s consumer is looking for opt-in social media campaigns, high-quality content, a personalized user-experience and responsive products. With real time analytics, there is no more waiting for the numbers you need to take action in your marketing strategy. 

Real Time Analysis Explained

Real time analytics enables real time campaign optimization, and real time data is data that updates as it occurs. Real time data can show you who is entering your market area, visiting your website, where they are converting and where they are dropping out. 

Imagine you are a local farm to table chef who visits your local farmers market every Saturday. As you grab a drink from the local coffee shop, you get a push notification on your cell that informs you about a new artisanal coffee vendor in the nearby farmer’s market. This notification can send you the location, a special offer, and even let you know that some of your friends are already there. This is an example of local social media marketing. 

Real Time Marketing

It is time to incorporate real time into your marketing strategy. The most important initial step is to adapt and refine your content around conversations that can enhance your marketing efforts. Riding a trending news topic is great, but it is more important to authentically participate in conversations with your target audiences by sharing content that they find relevant and useful.  

Engaging key Influencers to share your brand story, events, or targeted offers on Instagram is a great way to do this. We are seeing influencer marketing campaigns driving some of the lowest CPM’s and cost per conversion metrics we’ve ever experienced. But there is a significant amount of  strategy involved in picking the right influencers. 

Audience size is not the most important factor, as many new to this arena might believe.    Before marketers had Google Analytics and marketing automation, they had to subject their marketing campaigns to the broad and unclear science of focus groups and brand awareness surveys. Today we can measure  engagement, clicks, and conversion actions across almost any channel. We can optimize campaigns and report ROI in real time dashboards. 

The “marketers dream” has finally become a reality. But this means that the annual marketing plan needs to shift to a monthly or weekly marketing plan. Marketers need to engage experts to stay on top of the rapidly changing mobile/social landscape and to ensure that they are capitalizing on these new opportunities. 

Hyperlocal Digital Marketing Services

Ensuring that your brand shows up in a cohesive and positive way across the entire social ecosystem is a complex challenge. It has become an imperative for brands to gain access to their local social pages, to optimize campaign performance and  to ensure brand relevance for the next generation of customers. Hi-Per’s  proven solutions will get you there faster and more affordably than you might imagine. Whether you are looking for a digital brand audit, creative ways to scale your local marketing efforts, or real time analytics and reporting, we can help.   

Ready to Get Started?

If you are ready to take your hyperlocal marketing to the next level with an experienced team, contact Hi-Per today at 651-330-0670 to learn how we can help.

Learn more in this recent case study:

Understanding the Local Search Marketing Funnel

Understanding the Search Marketing Funnel

The idea of the marketing funnel has been around since roughly 1925, when the AIDAS model (Awareness, Interest, Desire, Action, Satisfaction) was promoted in Edward Strong’s The Psychology of Selling and Advertising. Today it remains a useful tool for understanding the various ways that  your customers interact with your business, and a useful method of organizing your efforts to optimize your marketing spend. At Hi-Per, our key objective is to drive local marketing results for our clients. It starts with understanding which stage of the buying process your prospects are likely in when they are on the various search and social channels, and then employing  the latest tools and strategies available to move your prospects from discovery to purchase as efficiently as possible.  

What Are Marketing Funnels? 

When we look at the concept of the marketing funnel, we see how customers travel through different stages on their path to purchase - from awareness to action, to purchase, to   satisfaction and repeat purchase. Due to defection at each phase, it’s important that each stage of the funnel has a greater number of interested potential customers than the preceding stage, and it is important to drive a balance of both quantity and quality of prospective leads.

Applying Marketing Funnels To Local Search 

Even though it seems obvious that online research for products can lead to offline local sales, it can be very difficult for brands to understand the role of the various search engines, social  channels and review sites in filling the marketing funnel and driving sales. It can also be difficult to stay up on the latest tools and campaign options that are available to ensure that you are exposing  your offerings to the right prospects, and then systematically re-targeting your most interested prospects, to ensure that your brand stays top-of mind until your prospects are in a need state and ready to convert or repeat purchase. 

A Good Place to  Start 

For  many of our clients, the top of the funnel (awareness, interest, desire)  begins with their customers engaging in search in the three primary search engines - Google, Bing and Apple - to find a local business of interest.  The results from the three search engines usually end up in one of the “Big Six” local services: Google Maps, Bing Places, Apple Maps, Facebook, Foursquare, and Yelp, or the brand’s website.  What they find there may or may not move them down the purchase funnel towards purchase. When you examine your brand’s typical path to purchase, it becomes very clear how important it is to optimize the online presence of each and every location. This is particularly important as Google moves towards assuming that all searches are “near me” searches. Will your customers find accurate phone number, hours, map pin, and working ordering links for all locations? Will they see customer questions and reviews being answered?  Will they see images and content that are on-brand? Or will they find abandoned Facebook pages, and unclaimed Google local listings? Any of these issues will result in defection (and a leaky funnel!) Hi-Per was built to help brands take centralized control of their social-mobile ecosystem to ensure brand coherence, but also to ensure that all barriers to conversion are removed, before our clients run media campaigns.  

The Wrong Place to Stop

Another  common issue we see, is brands that rely primarily on email marketing. This is a bottom-of the-funnel channel, and over time, fishing from that same pond time and again,  will return diminishing results, because there is no effort focused on filling the top of the funnel with new prospects.

The Role of Local Web Pages

While search engines, social media channels and review sites represent a chance for brands to be discovered by consumers in their geographical area, local web pages still play an important role in creating interest, desire, and action. It is important that multi-unit organizations ensure that these sites are optimized for search and the content is accurate and consistent across all channels.  Recency, frequency of updates, and accuracy, are all important factors in local search engine rankings. 

We Can Help

The team at Hi-Per, is standing by to ensure that each of your locations succeeds in the street fight for today’s mobile customer. We can help you optimize your local social-mobile ecosystem and ensure that you are investing in marketing that drives sales across all channels. Ready to Get Started? If you are ready to take your hyperlocal marketing to the next level with an experienced and trustworthy team, contact Hi-Per today at 651-330-0670 to learn how we can help.

How to Implement Local Marketing Campaigns at Scale

How to Drive Local Marketing Campaigns at Scale

Local marketing is the key to success in today’s competitive landscape. As more and more consumers turn to their mobile devices to find nearby products or services, Google and other search engines have begun “hyper-localizing” search results, using the searcher’s location to show nearby results even when those results aren’t specifically requested. 

Local marketing can be challenging, especially if you have numerous business locations.  Here are six strategies you can implement to ensure you stay a step ahead of your competition and win the street fight for the mobile customer. 

Mobile-Friendly Website

The majority of local searches are now performed on mobile devices, so if your website isn’t mobile-friendly, you will be left behind. It should display quickly on all screen sizes and respond equally well on all types of devices.

Claim Your Google My Business Page

Google is the undisputed king of search, so it only makes sense to boost your Google presence. Google My Business is like a mini-website that highlights your business information - and companies with verified listings are consistently seen as more trustworthy than those without verification. Best of all, Google My Business is free. Make sure that all of your location pages are updated with accurate information and quality images.

 Build Directory Listings

Make sure your business also has an online presence in local business directories, online yellow pages, review sites, and social media sites. Multiple listings improve your search results, and they also make it easier for customers to find you. Just make sure that your business NAP (name, address, and phone number) are identical across all listings. Check your sites frequently, especially review sites and social media pages, so that you can respond promptly to any customers who reach out to you.

Write a Blog

Google likes to see fresh, regularly updated, authoritative content. Add a blog to your local websites and use it to establish your business as an integral part of the community. Consider writing a few posts about your area, even if they aren’t directly related to your business, such as the best places to stay in town or a guide to the local nightlife. This will help ground your business in the local community and build trust with local consumers.

 Build Location Pages

Location pages are like one-page websites for each of your business locations. This lets you create local content, such as deals and promotions, as well as info about a particular city’s operating team, menu, or other city-specific details. Consider embedding a Google map in each page to let customers see at a glance where you are.

 Think Like a Local

“Localize” your social media posts and campaigns by geo-tagging them and including local keywords. You can also include local keywords in your paid Google or Facebook ads. Also consider becoming part of the local community by sponsoring or participating in neighborhood events. The more you can think like a local, the more accepted your business is likely to be, and the better your campaigns will perform.

How to Implement These Local Marketing Strategies at Scale

This may all sound easy enough for a single location to tackle on their own, but what if you  have dozens, or even hundreds of locations? Hi-Per specializes in optimizing your local search presence, deploying localized social media content and localized ad campaigns at scale for large multi-unit organizations.  If you’re ready to take your hyperlocal marketing to the next level with an experienced and trustworthy team, contact Hi-Per today at 651-330-0670 to learn how we can help.