In today’s globalized landscape where big brands are spreading their marketing campaigns far and wide, going hyperlocal with your marketing efforts may well be the best way to remain competitive. This is especially true for plumbing, HVAC, and other service-based businesses that cater to specific communities.
Let’s walk through this marketing approach and how it can provide the kind of results that your local business needs to thrive.
What is Hyperlocal Marketing?
Put simply, hyperlocal marketing means you’re concentrating your marketing efforts to target prospective customers within a highly specific, localized area. In the case of plumbing marketing, it just means you’re targeting people within the immediate vicinity of your business, usually just a few miles away from your business location.
The reasoning behind this is quite simple — people who are looking for contractor services typically want those businesses that are closest to where they live. For example, if a homeowner encounters a plumbing emergency, they wouldn’t want a plumber coming in from two towns away; they want someone nearby who can arrive ASAP and fix the problem.
Hyperlocal marketing aims to capitalize on “near me” searches to drive foot traffic. So instead of the usual geotargeting of city and state, you want to drill deeper into the specific area where your business is located.
How Does it Benefit Your Plumbing Services Business?
1. It’s less daunting
Regular plumbing marketing can often feel overwhelming due to the many details that you have to consider before launching your campaigns. With hyperlocal marketing, however, you can simplify the process since you’re targeting a smaller audience within a specific geographic area.
This makes it easier to build and maintain local brand recognition, plus it can reduce the amount of time needed to put your marketing campaign together.
2. It’s more scalable
Because you’re targeting a smaller area, it becomes easier to identify what works and what doesn’t. You can test multiple strategies at the same time. When you have worked out a successful strategy in one location, you can then begin to replicate it across other nearby locations to expand your plumbing business’s marketing reach. Rinse and repeat.
3. It can promote more effective word-of-mouth referrals
Before the advent of traditional marketing channels like TV, radio, and billboards, local businesses mostly relied on word-of-mouth referrals to get the word out about their services. And while this method has been overshadowed by more modern marketing channels, it remains as relevant as ever.
In fact, word-of-mouth marketing can deliver higher conversions since people are more likely to trust their friend’s or neighbors’ recommendations over some faceless brand on the internet. With hyperlocal marketing, you can generate enough buzz about your plumbing business and get people talking.
4. It lowers your marketing costs
The larger your target audience, the higher you will spend to get them to click on your ads. By focusing your marketing efforts on a smaller area, you can better define your target audience and get better returns on your marketing dollars.
Additionally, there is less competition for certain keywords. For example, if your plumbing business is located in Clermont, Florida, and your marketing is only localized to this area, you could have more success than your competitor who is targeting the entire Orlando area.
Getting Started with Hyperlocal Plumbing Marketing
Here are a few tips to help you go super local with your plumbing marketing:
- Attend and sponsor local events
- Get your business listed in Google My Business
- Participate in local networking events and take advantage of technology to expand your reach. For example, you could use a digital business card instead of the paper version so it’s easier for people to share your contact.
- Make sure your business website is optimized for mobile devices since this is where most “near me” searches originate.
- Tailor your content to resonate specifically with your local audience.
- Update all your business information in local directories.
Ready to Implement Hyperlocal Marketing for your Business?
Hyperlocal marketing for your plumbing business doesn’t have to be complicated. Simply talk to Tulumi Digital Marketing and we’ll handle the rest. We serve local businesses in the Orlando, Florida area and are proud to have carved a stellar reputation for delivering quality marketing results.