The restaurant industry is competitive. In the US alone, there are nearly 1 million restaurants in operation. Not only are you up against big chains with huge marketing budgets, but you're also competing against other local restaurants.
How can you break through the digital noise and stand out in the crowd? Hyperlocal marketing.
Here's what you need to know about this form of marketing and how to get started.
What is Hyperlocal Marketing?
Hyperlocal marketing is exactly what it sounds like - marketing that's hyper-focused on a specific geographic radius.
You're probably familiar with local marketing, where you target a town or region. Hyperlocal takes this one step further by focusing on specific:
- Neighborhoods
- Streets or blocks near your restaurant
The aim is to reach customers who are physically close to your restaurant.
Why Hyperlocal Marketing Matters
Now more than ever, people are looking for restaurants "near them." In fact, search queries that include phrases like "close by" or "near me" are up 900% over the last two years.
Instead of searching for "pizza restaurants," they may search for "best pizza near me."
More often than not, these searchers are already in the area and looking to drop in right now.
And let's not forget that more than half of all online search traffic comes from mobile devices. The use of smart assistants, like Siri and Google Assistant, has also made voice search more popular. An estimated 76% of voice searches are local or "near me" searches.
It's clear that more users are using localized and hyperlocalized search terms to find businesses nearby.
Hyperlocal marketing helps you reach these users at just the right moment, enticing them to stop by and dine at your restaurant.
Optimizing your Facebook and Google ads for hyperlocal searches will help you catch these users as they are looking for a place to eat.
You should also be optimizing your:
- Website
- Google My Business
- Local directory listings
Proper optimization will help you maximize the advantages of hyperlocal marketing and attract more customers to your restaurant.
How to Get Started with Hyperlocal Restaurant Marketing
If you're new to the idea of local or hyperlocal marketing, you may not know where to start. Ads are a great first step into this form of marketing, but remember that virtually all aspects of your marketing campaign can be hyperlocalized.
Here are some tips to help you get started.
Optimize Your Ads
Optimizing your online ads and focusing on geographic targeting can boost your foot traffic right away. One big advantage of hyperlocal ads is that they're generally more cost-effective than city-wide or broader campaigns.
All of your marketing dollars will be focused on people who are likely to visit your restaurant.
Platforms like Google Ads and Facebook Ads make it easy to run highly targeted campaigns through features like location-based filters and geofencing. For example, you can target users within one mile of your location and even deliver time-sensitive ads for things like happy hour deals or lunch specials.
Because your ads are so specific and localized, conversion rates are typically higher and the cost-per-click is generally lower. These are the users who are the most likely to dine at your restaurant, so you're reducing waste and maximizing your ROI.
Create Localized Content
Ads are a great way to reach new customers, but it's not the only way to do hyperlocal marketing online.
You can also reach more nearby customers by creating localized content.
Customers want to get to know the people behind the scenes. That's where you have an advantage over chain restaurants. You're a genuine part of the local community, so start creating content that connects with your neighbors.
Share:
- Behind-the-scenes videos of your staff hard at work
- Where you source your local ingredients
- Stories about your staff
Get involved by sponsoring community events and work hard to build genuine connections with locals. It doesn't get more hyperlocalized than that.
Consider creating a blog for your restaurant's website that highlights community news, events and your local partnerships.
Localized blog content will not only help you build stronger relationships (which will boost "word of mouth" marketing), but it can also help your site rank in the Google search results for relevant search queries. Plus, you can share all of this great content on social media.
Optimize Your Site for Mobile and Hyperlocal Searches
Along with creating content and optimizing your ads, you'll also want to optimize your site for speed and location based marketing.
Here's how:
- Make sure your site has a responsive design, so it works well on all devices
- Run a speed test and make adjustments as needed to ensure your pages load quickly
- Follow the local SEO best practices. Add your full business name, address, phone number and hours of operation to every page of your website. Ensure this information is consistent across all directory listings, too.
- Embed a Google Map with your location.
- Ensure your content includes hyperlocal keywords, such as the name of your neighborhood and other relevant search terms.
- Create special landing pages for specific locations. If you have multiple locations, create new pages for each location and include unique content that's specific to each location.
Encourage Reviews
Customer reviews play a big role in hyperlocal marketing. Not only will reviews build trust, but they will also help your restaurant appear in the local map pack and search results.
Make sure you're encouraging customers to leave reviews on platforms like Google, TripAdvisor and Yelp.
Integrate Ordering and Reservation Systems
Make it easy for customers to order food or make reservations on your website to capture impulse diners and reduce friction.
The Takeaway
Hyperlocal marketing is the future of restaurant marketing. The more targeted your marketing campaigns, the easier it will be to reach diners who are likely to visit your restaurant. Over the long term, taking a hyperlocalized approach to your marketing will help reduce waste, boost conversions and get more people to your restaurant.
The guide above will help you get started, but don't forget to revisit your plan regularly and make adjustments to ensure you're on track to reaching your goals.