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We live in a time where old ideas are once again becoming relevant. This is especially happening in the case of e-commerce with the comeback of hyperlocal marketing. More so, with the entry of numerous hyperlocal market apps which are connecting local markets with their nearby users.

With the latest innovations in technology and marketing, marketers are finding a better way of targeting consumers on the basis of their location by making use of the relevant context and content.

Here are a few highly recommended marketing strategies for hyperlocal apps that can help in effective user-targeting.

1) Tap the search engines – Improve product search & discovery.

According to a  study by Google & Nielsen study on mobile search, 45% of mobile searches are highly intent-driven.

postsearch

So, imagine how important it is for your hyperlocal app to show up on user initiated searches!

To take care of that, it’s important to use services like Google My Business, Bing Places for making it easy to be found on the search results of your users. Since Google is the go-to place for search, having your products or services listed on the first page of  Google search results (organic or paid) is crucial. 

2) Reviews matter.

User reviews matter more than ever now. If your app gets great user reviews, there are good chances that people will be more willing to download it and try it. Reviews also influence your app’s ranking in search results because whenever a user mentions your app online, it immediately gets included in the ranking algorithm used by search engines. So, user reviews and recommendations should not be taken lightly.

good-review

3) Localise your content

Since you’re in the domain of ‘local markets’, it’s recommended that you start creating and sharing local content. People like to be aware of what’s happening around their neighbourhood. So, you could cover local information and talk about area-specific deals through your content. Localisation of content could be in terms of culture, language, product usage trends, etc. Further, you could also initiate some tie-ups with popular content portals which promote local content and have a good readership. Don’t forget to optimise your content by using the right call-to-actions.

Whether it is your landing page or mobile blog, make sure that it’s easy for the user to read your content and navigate through relevant content pages on your app.

4) Geo-targeting users

Hyperlocal apps need to focus on accurate geo-targeting in order to reach out to their target users. For this, Facebook and Google Adwords are two very important sources, as they allow for user-targeting on the basis of various user attributes like age, gender, language, and most importantly ‘location’, which is the essence of hyperlocal marketing. Other than that, other DSPs can also be used to target users in the desired geographical areas on the basis of their latitude-longitude targeting capabilities.

Also, teaming up with ideal user destinations or spots for better location based-targeting can also be useful here.  For example, hyperlocal app marketers can also rely on location-based advertising targeting social hubs like coffee shops, airports, a big music or sports event, etc.

5) Strategies for social media marketing

Another interesting feature that could help hyperlocal apps is Facebook’s upcoming AI-enabled Bots feature. With this feature, businesses can create intelligent bots to target users as per their location, interests and requirements. This can be useful for hyperlocal apps to target users with relevant communication and product options based on their location.

Hyperlocal apps can also make the best use of Twitter for realising optimal marketing goals. Geo-targeted tweets and promotions can be used by hyperlocal app marketers to target users on the basis of their location.

6) Eyes on in-app analytics

If you have a hyperlocal app, it’s important draw actionable insights from in-app analytics and take hints from user-behaviour about their choice of products & services in their area. This could include monitoring their in-app activities, such as, the most searched category of products, time spent on specific content or pages, frequency of user sessions etc. 

7) User-segmentation & smart retargeting

With the use of insights gathered from in-app analytics, hyperlocal app marketers can create smart user segments for specific targeting. They can segment their app users as per the data captured data to target users with relevant products & offers. 

Learn how segmentation helps hyperlocal app marketers

By building these user buckets, hyperlocal app marketers can run engaging retargeting campaigns to influence the purchase behaviour of users and drive more conversions.

8) Optimise your push messages

For efficient targeting of users, hyperlocal app marketers can send personalised push notification to their user segments about their products, offers and other services. However, what matters here the most is the timing, context and content of your push messages. To help with that, hyperlocal apps can pick from various effective tools available in the market. These tools help in optimising the entire process of sending customised push notification by taking all important features into account. 

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Are you looking for mobile marketing solutions ?
Connect with the relevant audience & optimise your business prospects. Drop me a line at neelanjana@affle.com to explore strategic marketing solutions for your brand using Affle’s MAAS platform.

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