B2B businesses are no stranger to the term hyperlocal marketing. As users are continuously barraged by large volumes of information, being able to create messages for a specific audience has become imperative.
In the age of big data, it has become increasingly important for B2B companies to get as close to their potential clients as possible. This encourages them to become more accurate and specific in the way they engage the communities they want to target. By determining the interests of a particular focus group, companies are able to create effective messages that are sure to turn in a large volume of conversions. In this sense, location-based marketing is an essential activity to undertake considering its impact to the bottom line – if the done the right way, of course.
Hitting the Bull’s Eye in Singapore
Hyperlocal marketing is an approach that Singaporean businesses with long-term goals should adopt. For one, it allows them to cater towards the interests of certain groups, thereby enabling their messages to be disseminated faster within a single location.
Forbes contributor Steve Olenski, on the other hand, sees a lot more advantages lying on the table. When a company decides to localize its message, it allows its outreach to grow at the national level, hence opening itself up to potential clients who are exposed to the message. This would mean an increase in engagement rates and a stronger brand, but the high investment returns it produces is certainly one benefit you would not want to downplay.
With that said, it makes sense for B2B enterprises in Singapore to focus more on local communities rather than splurge a lot of their resources onto a bigger canvas. As lead quality continues to be a difficult challenge that these businesses will have to address, it is essential to make use of the right methods in getting their message across.
#1 Stay on mobile
Singapore enjoys one of the highest mobile penetration levels in the world. The island-nation has some 3.2 million active mobile users, with each person owning an average of 3.3 connected devices, the most popular of which are smartphones. With that being said, it’s crucial for businesses to maximize their mobile marketing efforts by optimizing their sites for tablet and smartphone users. More importantly, the sites should be tested and continually improved to give utmost satisfaction and convenience to itinerant prospects.
#2 Establish your presence across multiple locations
When you are joining a raffle, having the most means increasing your chances of winning the grand prize. The same principle can also be applied in B2B marketing. If you opt to target multiple communities, you will need to establish a beachhead in all of them. This involves creating separate landing pages that cater to the interests of specific groups in these locations. This goes hand in hand with the next tip on this list.
#3 Do keyword research
Like it or not, SEO is still valuable to any effort towards getting higher localized web traffic. You need your message to be visible in the search results, and using keywords that coincide with the needs of a specific group can help you increase your exposure to the right audiences. It is only a matter of knowing which keywords to use in the content you are making and being able to carefully develop content that maximizes the use of these keywords.
Related: How to Maximize AdWords For Your B2B Marketing Strategy
#4 Perform newsjacking techniques
Relevance is the key to getting noticed by the right clients, so it is always best to take cues from the current local issues and problems that matter to them. Following the trending hashtags on Twitter and Facebook and learning as much as you can about the day’s most talked about topics should help you determine the type of content to include in your marketing plan. Singaporean businesses, in particular, should add a dash of local flavor to their content mix.
#5 Align your channels
Finally, when it comes right down to getting qualified data, it is always crucial to align your channels with each other and create a greater impression for your brand. An integrated marketing plan is one that allows you to take your audience’s expectations and needs to heart. This comes as you build trust through consistent engagements that put focus in what matters to the people you want to engage.
Related: The Increasing Importance of Multi-Channel Marketing in Asia