There are countless benefits to marketing locally, and community banks are in a uniquely powerful position to capitalize on this approach. When done correctly, hyperlocal marketing can help you engage with your market like never before – driving increased foot traffic, leads, and conversions.
What Is Hyperlocal Marketing?
Hyperlocal marketing hyper-focuses on a specific segmented audience in a very localized area. It is all about delivering the right message to the right people at the right time, with messages tailored to their needs and interests. This type of hyper-focused marketing allows you to reach potential customers at different touch points throughout their day.
Why Community Banks Should Launch A Hyperlocal Marketing Strategy
A hyperlocal marketing strategy specifically designed for community banks can help them engage more effectively and efficiently with their market – leading to an improved customer experience and increased awareness of your brand within a particular geographic area. It also helps build relationships and trust with the local community, which can be invaluable for attracting new customers.
How To Execute Hyperlocal Marketing Strategies The Right Way
I. Google Business Profile Optimization:
A well-optimized Google Business profile provides valuable information about your bank to potential customers that come across it in search results. Make sure to include a description of your products/services, up-to-date contact information and customer reviews, relevant images and videos, hyperlocal tags and keywords, etc.
Google Business Profile Optimization is an essential component of hyperlocal marketing strategies for community banks. It’s important to create a comprehensive profile that includes all the relevant information about your bank, such as the business name, local number and address, operating hours, and media.
Having an optimized Google Business Profile will help potential customers find your bank more easily when using search engines or maps. Additionally, it provides customers with detailed information about your products/services, contact information, and customer reviews – allowing them to make informed decisions about their banking needs.
When setting up your Google Business Profile, make sure you include accurate business name, address and contact details – this will ensure that potential customers can reach out to you if they have any questions or need assistance with their banking needs. Furthermore, be sure to add in any operating hours so people know when they can visit or contact you during normal business days/hours.
In addition to providing basic information about the bank’s details, be sure to include photos or videos of the branch locations – this helps potential customers get a better sense of what your bank looks like before visiting in person. You should also include hyperlocal tags and keywords that are relevant to the area surrounding your bank – this will ensure that potential customers who live in the same area are more likely to find you when searching online.
II. Customer Reviews Management:
Encourage your customer base to leave reviews on your Google business page — this will help improve visibility in searches as well as build trust with potential customers. Monitor customer feedback regularly to ensure a positive experience for all visitors.
Your customer reviews management includes:
- Analyzing your online reputation periodically – Essential for hyperlocal marketing strategies for community banks. It allows you to understand what customers are saying about your bank and detect any potential issues or problems that need to be addressed quickly. You should monitor customer feedback regularly and analyze reviews in order to evaluate customer sentiment and identify any potential areas of improvement.
- Replying to every feedback – It shows customers that their opinion matters and that their feedback has been taken into account. You should reply to all reviews both positive and negative in a timely manner, thanking customers for taking the time to leave their opinion and acknowledging them for their input.
- Resolving negative comments – Helps ensure a positive experience for all visitors. If customers have had a bad experience with your bank, it’s important to address any issues in order to try to rectify the situation. Responding promptly and resolving any issues can help ensure that customers remain loyal even if they have had a bad experience initially.
- Collecting positive comments – Helps promote trust amongst potential new customers who may be looking into joining your bank or using its services. Collecting positive feedback from existing customers can help create a sense of community around your brand and show potential new customers that you care about giving them the best possible experience when banking with you.
III. Facebook and Google Local Ads Implementation:
Local ads are a great way to reach hyperlocal customers for community banks. Facebook and Google both offer local ad targeting options, allowing you to reach potential customers who live in and around your bank’s service area.
When creating local ads for hyperlocal marketing strategies for community banks, it’s important to consider how the ads can be tailored specifically to each geographic area. You should aim to create hyper-specific content that resonates with potential customers in each region, as this will help ensure that your message is reaching its intended audience and leading them toward conversion.
Additionally, you should use different types of content such as videos, photos and text when designing your local ads – this can help differentiate the message across different regions while still providing relevant information about your bank and its services.
IV. Localized Content Production:
Creating hyper-localized content is an effective way to engage potential customers who live in your community banks’ service area. Localized content should be tailored specifically to each region, providing relevant information that resonates with potential customers in the area. You could create blog posts or videos that cover hyperlocal news stories, highlight events in the local community or provide tips on how to best use banking services in a particular region.
Additionally, localized content can help give potential customers a sense of what your bank looks like before visiting it in person – this will help them make a more informed decision when considering which bank they want to join or use for their financial needs.
Identify which platform is best for your audience
Different platforms have different demographics, so it’s important to identify which ones are best for your hyperlocal audience. For example, if you’re going after Millennials and Gen Zers, Instagram might be the best platform to reach them on. However, if you’re looking for older generations, Facebook or LinkedIn would be better suited for your hyperlocal marketing strategy.
Find out where will you have the most impact with your contact
You should also consider which hyperlocal content topics are the most relevant to your segmented audience and focus on those when creating content. For example, if you’re a community bank that focuses on small businesses, you could create hyperlocal content that covers news stories or events related to local entrepreneurs.
For landing pages, blogs and testimonials, your foremost objective should be creating content your prospects demand. When creating hyperlocal content, you should also aim to tell stories that are relatable and provide value to potential customers.
It’s essential to perform keyword research before you produce content to find out what the local community is searching for. You can use this data to create hyperlocal content that is timely, relevant and useful for potential customers in the area.
V. Non-Competing Local Brands Partnership:
Partnering with non-competing local brands is another way to reach hyperlocal customers for community banks. Non-competing brands are those that offer products or services that complement what your bank offers, but do not compete directly with it.
For example, if you run a community bank in a small city, you could partner with other local businesses such as grocery stores, restaurants or car dealerships to create hyperlocal marketing campaigns going after potential customers who live in the area. By joining forces with these businesses, you will be able to tap into hyperlocal audiences who might not have been exposed to your community bank in other marketing channels.
This type of hyperlocal marketing strategy is especially helpful if you’ve identified a specific demographic or population that lives in the area such as young professionals, families or retirees. By partnering with well-known local businesses that already appeal to this particular hyperlocal audience, you will be able to increase brand awareness and reach potential customers more effectively.
Conclusion
By leveraging hyperlocal strategies, community banks can create deeper connections with their audiences and better engage potential customers in the local market. With careful planning and strategic execution, hyperlocal marketing can help drive growth for community banks by expanding their customer base and increasing revenue from existing customers.